Date:03/02/2005 URL: http://www.thehindubusinessline.com/2005/02/03/stories/2005020302150400.htm

Back Focus on frontline brands pays off for Shaw Wallace

Our Bureau

Bangalore , Feb. 2

SHAW Wallace & Co (SWC) today said that its top-selling brands in the deluxe and prestige segments of the Indian Made Foreign Liquor (IMFL) market have posted strong double-digit growth following the company's move to sharpen focus on them.

The frontline brands that benefited from the company's modified brand strategy include whiskies such as Royal Challenge, Antiquity, and Director's Special, White Mischief vodka, Black Mischief rum and John Exshaw brandy.

"An absolute focus on improving product mix and shift towards those brands that hold maximum value for all the stakeholders - the company, the trade and the consumers - has helped us turn in one of the best performances ever," said Mr Prakash Nanani, COO (Indian Businesses), Jumbo group.

SWC also said that its double-digit growth in the first nine months compared well with average industry growth of 7-8 per cent in the same period.

The company claimed that it has further strengthened its leadership position in the premium whisky segment.

In December 2004, Royal Challenge clocked sales of 1.21 lakh cases, the highest ever in the brand's history.

Last year, it emerged as India's only premium whisky brand to achieve sales of one million cases in a single year. This year, it is set to surpass the million-case mark during the first 10 months itself. The brand enjoys over 65 per cent market share in the premium whisky segment.

Similarly, Antiquity Rare Premium whisky has stirred the normally sedate super premium whisky segment by posting a growth of 40 per cent over last year.

Antiquity dominates the super premium whisky segment with a market share of 92 per cent.

Another top-selling whisky, Director's Special, positioned in the prestige segment, is expected to cross annual sales of four million cases, the company said in a statement.