Mason & Summers lines up new brands

Mason & Summers Alcobev Private Ltd (MSAPL), recently acquired by Ramesh Vangal-managed Katra Group, plans to launch new brands for the domestic and international markets.

The company is scouting for international collaboration for its global distribution arrangements. The company has recently acquired Mohan Bros International, as part of its global distribution alliances.

The $400-million Katra Group acquired Mason & Summers operating distillery in Scotland, which belonged to Scotch major Inver House.

"Mason & Summers envisages expansion of its portfolio as a reflection of emerging consumer tastes. This expansion will include own new brands and international distribution arrangements on a selective basis, especially through the recently acquired Mohan Bros International," Ashish Mishra, vice-president, marketing, Mason & Summers Alcobev Private Lyd, said.

The company has recently launched Glen Drummond, the first single malt scotch whisky, and Royal Crown, a rare deluxe whisky in Kolkata and Goa, respectively. It is planning to enter the north Indian markets. The company hopes to launch its both products in Delhi by mid-June.

"We will be launching new brands soon. We were the first company to introduce the single malt premium whisky in India. The group has allocated substantial investments towards the growth of Mason & Summers, which are primarily targetted at brand building and quality enhancements" said Mishra.

The total scotch whisky consumption in the country is estimated at 530,000 cases per annum, while total single malt scotch whisky consumption is estimated at 20,000 cases per annum.

"The market is expected to double very year. Mason & Summers has taken a leadership role in exploding this market and bringing the single malt Scotch whisky experience to Indian whisky drinkers," said Mishra.

The company had earlier launched Wild Horse Whisky, a regular priced Indian made foreign liquor (IMFL), which averages monthly sales of about 50,000 cases. Similarly, Mason & Summers' Royal Crown, a deluxe priced IMFL whisky, pitched against Seagram's Royal Stag is also doing well in the market.

The company has set up a network of eight bottling units across the country, which are located in key states such as Karnataka, Andhra Pradesh, Maharashtra, Madhya Pradesh, Rajasthan, Punjab and Uttar Pradesh.

The company has roped in a Bangalore-based advertising agency to handle its creative duties.

The Katra Group has a combined turnover of over $400 million. The group employs 4,000 personnel, and provides indirect employment to over 5,000 farmers.