Whisky major Berry Bros & Rudd, owner of the Cutty Sark scotch brand, has firmed up a detail marketing strategy to rev up its presence in India by following a new business model to penetrate the market that would bypass the existing business channels.
The largest selling scotch brand (bottled in origin) of the US, plans to sponsor a number of adventure sports and lifestyle events throughout the year to increase visibility and drive up volume, targeting the younger generation.
Ramesh Mani, business director, Lower Gulf and Indian subcontinent, Cutty Sark, said: "The brand has an upmarket appeal. We would be associating Cutty Sark with activities which befits its brand image. There is an audience for our brands and Cutty Sark's promotional activities will be in places where such patrons would be regular visitors."
The company would only be advertising and promoting its brand through direct contact at establishments and events patronised by high net worth individuals such as top-of-the-line bars and restaurants and exclusive clubs. This demand would be met through distributors who would import the brand directly and then send it through bonders and other authorised agents to the identified consumption points. Therefore, the usual business channels based on surrogate advertising and shop fronts with surrogate bill boards and signs would be totally bypassed.
The company would associate itself with adventure sports such as river rafting, white water rafting and yatching. Internationally, the company promotes tall ship race. The Cutty Sark Tall Ships' Races take place during July and August and each year the route is different - with the ships either racing in the Baltic Sea, North Sea or the Bay of Biscay and the Mediterranean.
The focus on adventure sports rather than golf and tennis would also help the brand attract younger consumers. Worldwide, Cutty Sark is most popular among younger people, and this is aided by the fact that the drink is much lighter in colour than the normal whisky.
In India, there is burgeoning traffic to adventure tourist spots such as Rishikesh, Hardwar in Uttaranchal for a good part of the year. The company may end up associating with river rafting and white water rafting there.
Other promotional activities would hover around a central motif 'Yellow' which is the dominant colour on Cutty Sark label. "For instance, we can hit a restaurant and sponsor a musical evening called Yellow Submarine which evokes memories of the famous Beatles. Similarly, we can sponsor fashion show where the dominant colour of the apparel would be yellow," Mani added.
The company is hitting retail outlets in the states where sale of BIO scotch would be permitted. It has started with Delhi and has plans to move to Mumbai in monsoon and then to Kolkata. It is strengthening ties with distributors and bonders to cater to small towns and hospitality sector.
It hopes to sell 10,000 cases in 2002. It will focus on the 'regular' version of the drink which has been matured for 8 years. The price of a 1 litre bottle has been pegged at Rs 1,900 and it will compete with brands such as J&B and Red Level. Mani said it has no plan to enter the large volume IMFL (India made foreign liquor) whisky segment.
