Date:22/02/2005 URL: http://www.thehindubusinessline.com/2005/02/22/stories/2005022202121700.htm

Back Radico launches premium whisky in Kerala market

Our Bureau

Kochi , Feb. 21

RADICO Khaitan Ltd, one of the largest liquor manufacturers in the country, is aiming to achieve a 15 per cent market share in Kerala with the launch of its 8 PM Excellency Brandy in the upper-end category.

Currently, the company has around 12 per cent market share in Kerala, as it is among the highest liquor consuming States in South India, Mr Ranganath, Assistant Vice President (South) told reporters.

Kerala is the launch pad of the new product, a blend of brandy with French cognac, and it will soon be launched in Tamil Nadu and Karnataka, he said. The new brand is priced at Rs 246 for a quart.

Revealing the figures of Indian made foreign liquor in the State, Mr Ranganath said that Kerala consumes 9.2 lakh cases on a monthly basis. Of this, he said rum constitutes 50 per cent, followed by brandy with 40 per cent and whisky by 1.5 per cent. The company's products such as Contessa rum and 8 PM whisky are doing well in the market with a share of 54 per cent and 65 per cent respectively, he added.