Seagram India announced the launch of its premium vodka offering 'Fling' in the state. This is the first time that the world's second largest wine and spirit company is getting into the white spirit market in the country. |
Seagram India which clocks annual sales of over 4 million cases, expects 'Fling' to capture 10 per cent of the premium vodka market in the country which is estimated to be around 2 lakh cases every year. |
The overall vodka market in the country is estimated to be around 7 lakh cases a year. The premium segment is dominated by Smirnoff which has a market share of close to 1.9 lakh cases. |
Speaking to Business Standard, Kashmira Chadha, the assistant vice-president (marketing), said, "we will be soon launching two fruit flavours also in the coming weeks and these definitely will not be orange and lemon." |
The rationale for companies like Seagram entering the white spirit market is not far to seek. While, the overall alcohol market in the country is registering an annual growth of 10 per cent the white spirit market is growing at almost 25 per cent annually. |
"Vodka is becoming a more acceptable drink these days than at any time before. Moreover, youngsters who are graduating from beer into spirits prefer to start with vodka," Chadha pointed out. |
Seagram is bottling the grain based vodka at its Nashik plant. The company has also priced the product at par with Smirnoff's prices in the country and a 750 ml 'Fling' in Hyderabad costs Rs 505. The AP market for premium vodka is estimated to be around 7000 cases a year. |