Beam Global to leverage Teacher's strength

Beam Global Spirits and Wine Inc is currently focusing on leveraging the strength of Teacher's brand of Scotch whisky to build its global portfolio of spirits. Beam Global acquired Teacher's Scotch whisky business globally in July 2005 from Allied Domceq Spirits & Wine.

According to Beam Global India managing director Harish Moolchandani, the company will now be focusing on replicating the marketing approach it has adopted in India in Nepal, Sri Lanka, Bangladesh and Maldives.

Teacher's brand will also be available in duty-free shops across the world shortly.

Moolchandani told Business Standard that the company's marketing strategy in India had been very successful with the sales of Teacher's whisky in the country registering a combined annual growth rate of 22 per cent in the past five years.

"We have a 45 per cent share in the Scotch whisky segment in India," he said, adding that 1.1 lakh cases of Teacher's whisky had been sold in the country last year. In the current year, the company was expecting to sell 1.4 lakh cases.

The $7-billion Beam Global is stated to be the fourth largest spirits company in the world with a range of premium spirits in its portfolio. The company's brands include Jim Beam bourbon, Courvoisier cognac, Laphroaig scotch, Sauza tequila and Larios gin.