Presented by :

Ashutosh Singh (M-13)

Rohit Singh Bhati (M-42)
 Overview
 Indian Alcohol Industry with estimated market value
of 340 bn is growing at 12-15% over the last two
years.
 The industry is estimated to have sold 115 mn cases of
IMFL last year.
 The sector is expected to maintain its CAGR of 15%
while the premium segment Wine and Vodka is
expected to grow at a higher rate.
 With consolidation and foreign acquisitions gaining
steam the sector is about to witness next phase with
realization rising in line with that of their foreign
counterparts.
 10.5%

8.5%

9% 60%

12%
International Players
 The major international players are Pernod Richard, Remy
Cointreau, and Diageo (Diageo has tied up with Radico for
entering Indian markets in brown spirits)

Investment Rationale
 Inherent Potential, Deregulation, western cultural
influence and high entry barriers has helped the industry in
notching up higher sales growth.
 Alcohol sale is driven by the high GDP growth and more
people entering the drinking club with newly obtained prosperity
or from up trading from the existing brand.
Alcohol
 Whiskey
 Beer
 Wine
 Vodka
 Rum
 Gin etc…
Whiskey
 Whiskey or whisky refers to a broad category of alcoholic
beverages that are distilled from fermented grain ash and aged
in wooden casks.
History
1406: First written record of
Whisky in Ireland
1496: First mentioned in
Scotland
The word „Whisky“ was first
used in 1736
Previously called uisge beatha
(Gaelic) -> aqua vitae (latin)
Different types of Whisky
The two basic types of Scotch are Malt and Grain

Malt: made entirely from malted barley

Grain: made from malted and unmalted barley along with other
grain

Malts and Grains are combined in various ways

Single malt, single cask, vatted malt, blended whisky

Surveys/Opinions
Do you appreciate good Whisky?

9%

Yes

No

91%
Surveys/Opinions
How often do you drink Whisky?

15%

Once/month
One/week
54% few times/week
31%
Surveys/Opinions
Ice?

18%

36%
Yes
No
Depends

46%
Surveys/Opinions
Water?

18%

Yes
No
46%
Depends
36%
Surveys/Opinions
Favorite types of Whisky

58%

Single Malt

Bourbon

Irish Whiskey
24%
No Preference

12% 6%
The different types of whiskies/whiskeys are:

Scotch whisky

 Irish Whiskey

 American Whiskey

Canadian Whiskey

Indian Whisky
 Whisky In India
 Made from various
distilled spirits from
predominantly molasses
but nowadays barley malt
is also used.
 Some of the famous
Indian whiskies are :
Royal Challenge,
Bagpiper, Antiquity
 Contd..
 The largest quantity of Whisky is produced in India
 90% of the "whisky" consumed in India is molasses based
 The sub-continent was the largest global market for whisky, in all its
variants, last year, according to a new report from Canadean.
 The report said that whisky, or whiskey, consumption in India reached
around 52 million cases in 2002.
 It is 20 per cent higher than that of the US, the second-largest market.
 Contd…
 In India Generally Blended Whiskey are served.
 While 92 million cases of whisky were sold in India in 2008,
a mere 35,000 cases of this was malt. The bright side of this is
that it means there is huge potential for growth.
 Contd…
Whiskey is served in the
following ways:
Up
On the rocks
 Neat
With Mixers

Whiskey is generally
served in an old fashioned
glass
Type: Blended Grain Whisky

Company Name: USB Group

Place of Origin: India

Brand Highlights
 4th largest selling Whisky in the world

 Market leader with 60% market share

 Smart Pack won a Silver at the 2005 Flexible Packaging

Achievement Awards and also got special Citations at 18th
DuPont Awards for Innovation in Packaging
 USP:

 India’s favorite whisky.

 Constant innovations in packaging, marketing, promotions
and consumer events has helped maintain leadership.

Blend :
 Superior whisky blended with scotch and selected Indian malts
matured in Scotch Oak cask.
 In the Scotch oak cask the blend goes though a unique Subtraction
Addition-Processing method.
 Contd…

 Firstly the oak wood cask ensures bad congeners are

removed from the malt spirit giving it a woody finish
and a golden glow
 Subsequently it releases Tannin and polphenols, which
imparts aroma and colour.
 Finally good congeners add to the smoothness of No.1
giving it a faintly sweet character
 Brand Highlights
 Alcohol: 42.8%
 Launched in 1988, it is one of the most promising
brands today.
 Drawing inspiration from its lineage, Director's
Special Black Deluxe Whisky, with a superbly
balanced blend of aged Indian malts with a subtle
oaken hint, has captured the fancy of some of the
whisky drinkers
 USP
Unique bottle and premium packaging

Blend
 Its rare and mature taste is a unique combination of
smoothness and richness.
 Born of the classic fusion of handpicked barley and
malt, by the traditional method of distilling.
 Brand Highlights

Blended Grain Whisky

Main Customers: Nepal and Indian Market
Total Annual Sales Volume:
US$10 Million - US$50 Million

 Seagram's Royal Stag is a world class blend of select

domestic grain spirits and imported Scotch malts
 Contd.

Royal Stag was launched in September 1995 as an India-

specific brand. Royal Stag
The popularly-priced product has achieved a Market share
of 27% in the deluxe whisky segment in a short period of time.
The brand is associated with Royal Stag Mega Movies and
Royal Stag Mega Music
 Brand Highlights

 Seagram India
 Blended Grain Whisky
 Alcohol: 42.8%
 Seagram's Imperial Blue is an exquisite blend
of the finest domestic grain spirits and imported
Scotch malts
 Seagram’s Imperial Blue is a flawless blend of
Indian grain spirits and imported Scotch malts
 Wh a t
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