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Pernod Ricard posts encouraging results than expected

The world’s second biggest alcobev manufacturer, Pernod Ricard posted its results recently and they seemed more encouraging than expected. The Q1 FY21 marked and improvement versus the Q4 FY20. The results were encouraging thanks to partial on-trade reopening and continued brand resilience in off-trade as India continues to be a resilient market for the company.

The total sales for the first quarter of FY21 totaled €2,236 million, which included an organic decline of -6% due to off-trade channel remaining resilient in the USA and Europe. Although there was a partial on-trade reopening, the report suggests that the channel is still disrupted with Travel Retail showcasing significant decline.

Results in India

Closer to India, which is one of the key markets for the manufacturer, continues to be in a double-digit decline. The growth in India revenues from its India operations grew only 6% in the year ended March 2020 against 27% jump a year earlier. The company recorded gross sales of Rs 21,424 crore in India in the year-ended March. However it recorded a 24% jump in its net profit for the year at Rs 1,612 crore as it focused more on premium brands. This was more than double of its larger rival United Spirits’ profit of Rs 705 crore during the year. Currently, India accounts for 11% of the manufacturers global sales. The company that follows a July-June fiscal globally, said that the Indian business declined 11% in the year ended June 2020 with heavy impact due to the pandemic. Alexandre Ricard, Chairman, Pernod Ricard informed investors last month that the fact that the business fell only 11% in the FY20 ‘despite the very strict lockdown disrupting the fourth quarter’ showed India’s resilience as a market. “We consolidated our leadership position with our market share still above 45%, and in fact, still growing slightly,” he added.

Results by Geography

With the festive season in the offing the results were strong in markets like USA and China, with strong shipments auguring well for the company. There was good resilience in the markets of Europe as well thanks to Off-Trade and ‘staycation’ over the summer. There was also strong dynamism in the UK and Germany with France nearing stability. However the markets of Spain and Russia showed decline.

By category, Sales were driven by

International Brands declined by -10% with significant declines for Martell, Chivas and Ballantine’s, primarily due to the restrictions in Travel Retail. But Malibu and The Glenlivet displayed strong growth with Jameson showcasing resilience. Local Brands saw a decline of -6%, with decline of Seagram’s Indian whiskies. But there was double-digit growth of Kahlua, Passport, Ramazzotti and Wiser’s. Specialty Brands saw an increase of +30%, thanks in particular to Lillet, Malfy, Aberlour, Avion, Altos and Monkey 47. Wines registered a growth of +9%, driven by double-digit growth of Campo Viejo and Brancott Estate with Jacob’s Creek growing by +8%. The overall reported sales declined by -10% due to unfavourable FX impacts, mainly from US Dollar and emerging market currencies. The Q2 is expected to still be strongly impacted by Covid-19, but Sales to return to growth in H2. Alexandre Ricard added that for FY21, “we expect continued resilience of our business in an uncertain and disrupted environment. I would like to take this opportunity to praise our teams, whose engagement and performance are exemplary

in these very challenging times. We will continue to implement our strategy, in particular accelerating our digital transformation. We will tightly manage costs while maintaining the agility to reinvest to adjust to market opportunities.”

Alcohol consumption in India to touch 6.5 billion litres by 2020

Alcohol consumption in India to touch 6.5 billion litres by 2020 Although perceived to be a recession-free industry, Covid-19 proved that the alcobev industry too could be brought to its knees. However, demographics in India and various factors prove that the industry could bounce back provided that legislative interference is to a minimum.

Alcohol consumption in India is estimated to touch about 6.5 billion litres by 2020 from about 5.4 billion litres in 2016, data from Statista revealed.

Revenue in the alcoholic drinks market amounts to US$1,371,385m in 2020. The market is expected to grow annually by 8.7% (CAGR 2020-2023).

The market’s largest segment is beer with a market volume of US$522,299m in 2020. According to global comparison, most revenue is generated in the United States (US$222,098m in 2020). In relation to total population figures, per person revenues of US$184.26 have been generated in 2020.

Revenue in the whisky segment amounts to US$18,791m in 2020. The market is expected to grow annually by 8.5% (CAGR 2020-2023). Compared globally, most of the revenue is generated in India (US$18,791m in 2020). In relation to total population figures, per person revenues of US$13.62 have been generated in 2020. The average per capita consumption stands at 2.6 L in 2020. Revenue (2020)+2.2% yoy is US$18,791m. Average Revenue per Capita (2020)+1.2% yoy is US$13.62. The alcohol market in India is divided into different segments such as country liquor, Indian Made Foreign Liquor (IMFL), beer, and imported liquor. According to IWSR Drinks Market Analysis, a London-based research firm, India is the world’s ninth-largest consumer of all alcohol by volume. After China, it is the second largest consumer of spirits (whiskey, vodka, gin, rum, tequila, liqueurs). India consumes more than 663 million litres of alcohol, up 11% from 2017. Per-capita consumption is rising. India consumes more whiskey than any other country in the world – about three times more than the US, which is the next biggest consumer. Nearly one in every two bottles of whiskey brought around the world is now sold in India. When worldwide booze consumption dipped in 2018, India partly drove a 7% uptick in the global whiskey market.

Five southern states – Andhra Pradesh, Telangana, Tamil Nadu, Karnataka and Kerala – account for more than 45% of all liquor sold in India. Not surprisingly, more than 10% of their revenues come from taxes on liquor sales, according to the research wing of Crisil, a ratings and analytics firm.

The other six top consuming states – Punjab, Rajasthan, Uttar Pradesh, Madhya Pradesh, West Bengal and Maharashtra – mop up between less than five to 10% of their revenues from liquor. The combined annual sales of alcohol companies have grown 3.7% in the last five years. Among listed entities, Diageo-controlled United Spirits has the highest market capitalization at `38,000 crores. The company which sells local whiskey, McDowells as well as Johnnie Walker, is the biggest player in the spirits market and holds 33.4% of the Indian scotch and whiskey market by volume. French rival Pernod Ricard commands 24% of the market with brands such as Royal Stag and Glenlivet, according to International Wine and Spirits Research (IWSR). Even within the premium segment, Diageo and Pernod Ricard control more than 70% of the whiskey segment.

Three global spirits giants – Beam Suntory, Brown-Forman and Bacardi – are collectively introducing more than a dozen new brands in the premium whiskey segment in India, which is the world’s largest whiskey consuming nation. These three companies are among the biggest distillers globally.

“The whisky category is large and in growth. Consumers are increasingly opting for quality over quantity and prefer blends that appeal to the Indian palate,” said Neeraj Kumar, Managing Director, Beam Suntory India, which recently launched Yamazaki, Hibiki, Oaksmith Indian whisky and Roku gin. Suntory, the world’s third largest spirits producer, said these new brands will benefit from the distribution and customer partnerships serviced by Teacher’s and Jim Beam for the past many years.

India consumed 212.7 million cases of whiskey in 2018

Scotch sales in the Indian market was among the top three in terms of volume, with 112.6 million bottles sold to India in 2018, compared to top-ranked France at 187.8 million bottles and second-placed US at 136.8 million bottles. In terms of value, India came in at £138.8 million, up 34.1% compared to 2017.

IWSR data showed double-digit growth for Indian whisky last year, and this market continues to expand despite considerable roadblocks. The importance of the Indian whisky market to the global well-being of the whisky category cannot be overstated: nearly one in every two bottles of whisky bought around the world is now sold in India, and seven of the top ten global whisky brands are Indian.

Indian whiskies, notwithstanding, India is still the sixth biggest global destination for Scotch whisky. The Indian influence on the whisky market is not waning either, with the IWSR reporting double digit growth last year.

India’s performance last year was mildly amplified by the boost that the regularization of the Uttar Pradesh market gave sales, but the 11% volume rise has still highlighted the opportunities that continue to exist for whisky in India. Demand is being fuelled by a rising consumer base of young consumers who are becoming more affluent in a country where the global reach of some of the smaller cities is becoming more significant, diluting the historical whisky sales bias towards the big three cities of Mumbai, Delhi Gurgaon and Bangalore.

According to IWSR figures, 93% of all whisky traded in India falls into the ‘value’ segment, and that leaves plenty of scope to develop the higher end segments. These new affluent consumers prefer premium products, and the value of the whisky market in India increased by 17% last year. This is a long-term trend, with the average price of whisky in India nearly doubling in ten years to US$7.18 for a litre. The appeal of the Indian whisky market is not just that all price bands are thriving, but just how early in the premiumization cycle the market is in.

Conversely, India’s 2018 results were helped by no new regulatory or tax interference and the market progressed accordingly. The premiumization process resumed, with the top end of the ‘Bottled in India’ market (selling for around a ₹1000 a bottle) flourishing. This has prompted the emergence of some pioneering and cult Indian whisky companies like John Distillers and Amrut Distillers who are raising the bar for Indian whisky.

Attempts are also being made to create a buzz around the use of whisky in cocktails, which will make the category more relevant not just to younger drinkers, but also to the female market. Many of these new ‘young brands’ are helping to contemporize the category and broaden the appeal away from the 35-year-old plus core users to the rapidly expanding younger age segments. There is already evidence that in the higher echelons of Indian society, women are developing a taste for top end whiskies.

The innovation in the category is helping Indian Whisky to carve out its own identity and in the longer term this will enhance its reputation among whisky connoisseurs from further afield. To date, Indian whisky exports have tended to follow the path of the large Indian expat communities, particularly in the Gulf. They have also attracted a following in some African markets, serving as entry level brands for those consumers wanting to upgrade from the illicit spirits market. The next generation of high-end Indian made malts are already showing that they are of a sufficient standard to capture an audience in Western markets.

Currently, the Indian Whisky category is strong: its innovation is bringing new consumers into the category and is building its profile among whisky purists, both internally and externally. Whether this trend will continue with the ever-present threat of Federal or State disruption remains to be seen; the category is prone to taking one step forward and two steps back following government regulation or tax changes.

While India consumed 212.7 million cases of whiskey in 2018, imported whiskey accounted for about 2% of the overall consumption by volume as Indian-made foreign liquor dominates the segment with relatively low price tags.

India’s alcoholic beverages industry is heavily regulated, with high excise and taxes imposed in most states, making it an important source of revenue. Additionally, import duties on foreign wines and spirits exceeds 150%, making them three to five times pricier than elsewhere in the world. As a result, many companies launch their products at duty free to gauge consumer responses. For instance, Brown-Forman recently launched Woodford Reserve Baccarat Edition, Woodford Reserve Double Oak, BenRiach scotch and Jack Daniel’s Bottled-in-Bond Tennessee whiskey at Indian duty free before introducing them at retail shelves and bars.

Despite slowdown in the overall spirits segment, companies, especially selling either imported or the pricier bottled in India (BII) spirits, said their business has remained insulated in the country where 19 million people are becoming eligible for drinking every year. And newer launches are not just restricted to whiskey. Bacardi, maker of the eponymous white rum and the world’s largest privately held spirits company, said consumers are trading up to premium liquor across categories. Online liquor delivery remains a non-starter, four months after markets like West Bengal, Jharkhand and Chattisgarh permitted the same, said company and industry executives, attributing the slow burn to steep delivery fee charged by aggregators Swiggy and Zomato and lack of clear guidelines. Online food delivery, in contrast, has reached pre-Covid numbers.

During peak lockdown months, while the central government had permitted opening of shops to sell essentials, it had denied sale of alcoholic beverages, which led some states to allow online delivery of alcohol. Spirits brands such as single malt maker Amrut Distilleries and whisky maker John Distilleries said retail outlets must be roped in to bring fair trade practice.

The government should encourage licensed retail outlets to set up their own portals to sell alcohol rather than allowing aggregators such as Swiggy and Zomato. Online players directly eat into the share of conventional retail outlets. Leading liquor firms such as United Breweries, Radico Khaitan, Amrut Distilleries and John Distilleries said that the e-commerce model for liquor will take a few years to scale up.

The long-term dynamics of the industry in India remained intact due to a host of favourable factors. Expansion of the middle-class, increasing rural consumption and dispersed urbanization, greater acceptance of social drinking and a higher proportion of the young population entering the drinking age are some of the factors, that will work in India’s favour.

When some Indian cities eased the grinding lockdown recently to prevent the spread of the novel Coronavirus, long queues were seen outside liquor shops across the country. In cities like Mumbai, a Covid-19 hotspot, booze-loving people made a mockery of social distancing rules, prompting the government to shut the shops again.

The harsh lockdown meant that the demand for alcohol was intact. There have been reports of a spike in alcohol sales around the world: in the UK, sales were up by 22% in March and in the US they have risen 55% compared to the same period last year.

“There have been long queues outside liquor shops across India. But not a drop was sold in April, and given the dire state of their revenues, these states have been anxious to make good their losses by opening up the liquor vends,” the research agency said. Lack of liquor taxes has left near-bankrupt states groaning under the lockdown with little money to spend.

A third of Indian men drink alcohol, according to a new government report. More than 14% of all Indians aged between 10 and 75 drink. The World Health Organization (WHO) estimates 11% of Indians are binge drinkers, against the global average of 16%. Indians are drinking more than before. A recent study of liquor consumption in 189 countries between 1990 and 2017 found that consumption in India had grown by 38% – from 4.3 litres a year per adult to 5.9 litres. Consumption had gone up because the “number of people with sufficient income to purchase alcohol has outpaced the effects of measures aiming to reduce consumption”. However, selling alcohol in India is challenging because the local governments are intrinsically anti-alcohol, something that is partly driven by philosophical reasons, but also because a hard-line attitude to alcohol is a political vote winner. In India, each of the twenty-nine states govern their own alcohol policy and regulations. There is no legitimate cross-border trade allowed, and state governments control taxation, production, the route-to-market, regulation and pricing. If a company wanted to have national reach in India, they would need to have an operation in each state – a process that is both bureaucratic and expensive.

To further complicate matters, marketing alcoholic drinks brands in India requires considerable ingenuity. India is ‘dark market’ where advertising and promoting alcohol is prohibited; as such, companies marketing and launching new brands do so prudently with good liquid, good packaging and good distribution.

Allied Blenders & Distillers (ABD) demonstrated this last year with the fabulous success of their new premium range of whisky, Sterling. Sterling was a good, well presented product and with ABD’s distribution channels, they were able to persuade retailers to put the whisky on their shelves at the cost of sacrificing the shelf space of another of their brands.

There may be ways of improvising, but India remains a difficult trading environment for drinks companies. These conditions are compounded by the fact that the law makers do not legislate with the commercial sensitivities of drinks companies in mind: regulations, tax rises and rule changes can be introduced at damagingly short notice.

The market was blighted in 2017 by unexpected monetary reform as well as a Supreme Court ruling imposing a ban on liquor vends (retail outlets) within 500m distance of any national or state highway. Rules were later clarified to permit bars in hotels to sell alcohol, and the industry deployed their initiative to overcome the ruling. National Highways were quietly exempted by changing them to City Highways, while one resourceful vendor, sited 50m from a liable highway, is said to have created a 501m path that wound its way to his store, so that he would still be eligible to continue to trade. Despite this resilience, it is estimated that 6-8% of outlets closed and the vibrant Indian whisky market flattened.

Alcobrew launches One More Pure Craft Vodka

One More Pure Craft Vodka, from Alcobrew Distilleries was launched recently in UP recently. The vodka has been launched keeping in mind the growing popularity of white spirits doing well in India in the last one decade and poised to continue its growth in the coming decade as well. The brand believes that the alcohol has a very trendy, cosmopolitan feel to the liquor and it gives a lot of freedom to the bartenders to curate quirky cocktail flavours, which are highly appreciated by the experimentative millennials.

The vodka has been launched in two flavours, Plain and Green Apple. It is made from high quality imported Indian grain spirit and natural extracts giving it a smooth and refreshing taste, making it the best tasting vodka in its category. The multiple distilled vodka has been produced using the latest ‘Eco-fine’ technology which makes the blend extremely pure.

Alcobrew believes that being a craft vodka makes it stand apart with quality outweighing quantity. The craft vodka is manufactured in smaller batches with select ingredients meticulously supervising the quality of each lot. The entire process, therefore, requires more time and more expertise but guarantees the best tasting vodka in the category.

The brand name ‘ONE MORE’ comes from the promise of ‘MORE’: MORE distillation, MORE taste, MORE smoothness, MORE fun and MORE excitement. The brand also has its cool and funky mascot fondly called ‘DJ Mono’ (Mono means Monkey in Spanish).

The packaging of the bottle has a millennial touch with a unique shape replete with neon colours. The idea behind this unique, funky packaging is to create curiosity and grab attention of the youth, making them feel a sense of owning something that will instantly make them stand apart in the crowd.

Alcobrew is one of India’s youngest liquor manufacturers. The company caters to civil, canteen store depots and institutional markets in liquor, across India and abroad. The company established the Old Smuggler brand in India with its state-of-art manufacturing facility and robust distribution channels. Besides Old Smuggler Scotch whisky and rum, Alcobrew is proud of its quality in-house brands comprising of White & Blue Whisky, Golfer’s Shot Whisky, White Hills Whisky, Lion Daddy Rum and Victorio Brandy that are manufactured, bottled, distributed and marketed by the company.

Will India move to Ban Imported Goods at Defence Canteens?

A recent report from Reuters states that India has asked its Canteen Stores Department (CSD) to stop procuring imported Scotch for its 4,000 military stores. Signalling that it could be a challenge for international companies like Diageo and Pernod Ricard. Reports indicate that imported liquor sales at defence stores generate only about $17 million in annual sales, which isn’t a lot, but would still act as a dampener for international brands.

The report states that an internal order was issued on October 19th of this year by the defence ministry, stating that in future, ‘procurement of direct imported items shall not be undertaken’. The order also said that the issue had been discussed with the Army, Air Force and the Navy in May and July, and was aimed at supporting Prime Minister Narendra Modi’s campaign to promote domestic goods. Although the order did not specify which products would be targeted, it is believed that imported liquor could be on the list.

Reuters had earlier reported in June that Pernod and Diageo had briefly stopped receiving orders for their imported brands from such government stores. Although that could be part of the challenge due to the pandemic and SOPs at that time.

The defence canteens of India sell liquor, electronics and other goods at discounted prices to soldiers, ex-servicemen and their families. The annual estimated sales of this canteen/shops is over $2 billion making it one the largest retail chains in India. Although liquor makes a small portion of these sales, according to Defence Studies and Analyses (IDSA) imports make up around 6-7% of total sales value in the defence shops for all consumer products.

Best Indian Gins

The Gin scene in India has blown up phenomenally in the last two years prompting a number of international brands vying for that market space. But in these two years Indian manufacturers have also become aggressive in launching their Gins in India.

In this video we showcase our picks of the Best Homegrown Gins from India and why you should try them.

Jack Daniel’s announces Global Relaunch of its Brand

Unveils platform titled ‘Make It Count’, first global campaign in its 154-year history.

As part of the rebranding exercise and for the first time in its 154-year history, Jack Daniel’s is being relaunched globally with a new brand communication platform titled ‘Make it Count’. The idea behind the new tagline is to inject new energy into the brand.

With the new tagline the brand is looking to showcase a new way of thinking in its 154-year history to celebrate the people who drink it. And the campaign around is being focused on the impact on peoples’ lives when they decide to choose boldly and with purpose every day, much like Mr. Jack did throughout his own life. The new campaign will be brought to life through multiple executions on TV, social, digital, out of home and print platforms in 100+ countries simultaneously. 

The inspiration for the campaign comes from a vintage Jack Daniel’s ad that read “Proudly served in fine establishments and questionable joints.” 

Inspiration Ad for the Tag Line. Image Courtesy: Sinibooks

“With ‘Make it Count’ we have a long-term platform that resonates with consumers, especially in today’s environment, and carries the message of Jack’s bold, independent spirit,” said Matias Bentel, Chief Brands Officer of Jack Daniel’s parent company, Brown-Forman. 

The brand hopes that the ‘Make it Count’ platform in the long-term resonates with the consumers, especially in today’s environment, and carries the message of Jack’s bold, independent spirit. The ‘Make It Count’ campaign will be celebrated and brought to life in India market as well through a multitude of brand activities over the next few months.

“The new creative platform reintroduces Jack Daniel’s to the world in a big, bold way that would create meaning and difference in the hearts and minds of the next generation of consumers,” Vineet AgrawalMarketing and Commercial Director, India Area, Brown-Forman. 

‘I believe our business is ready to shift gears’ – Varun Jain, CEO, NV Group

With premiumisation being the mantra for many alcobev manufacturers, NV Distilleries not only looking at pushing its domestic market but also making tremendous efforts in the export market as well. Varun Jain, CEO, NV Group feels that the company is now ready to shift its gears as he speaks to Bhavya Desai on its roadmap.

Given the current scenario of the industry, how is NV looking at its roadmap for the current year?

In my opinion all companies have had to face losses in their business as the market was either completely or partially closed. For example, Mumbai allowed only door delivery from the retail outlet before opening the markets. Number of State Government announced lockdown on weekends as well which also adversely affected liquor sales. The liquor industry registered more than 50% drop in its volume during March and April due to the pandemic. 

However, most of the market have substantially recovered their volumes now, except states like Goa and Daman due to the reduced influx of tourists. NV is bridging the gap by putting in place a robust production blueprint which will ensure immediate supply to those states where stock is being currently imported from neighbouring states. 

We are also strengthening the distribution base at all levels and focusing on Retail and Modern trade outlets. We at NV have also talented marketing professionals to take care of the consumer off take from retail and on-premise outlets.

What plans did the company put in place to mitigate any challenges that came from the pandemic?

There are challenges at all levels during the ongoing pandemic. We had to work from home,

keep everything sanitized (People/Place/documents/ Vehicles/Plant and Machinery, etc.) and yet produce the best possible results. The greatest challenges were faced by our work force in the field and manufacturing units.

Every individual is provided with masks/gloves and sanitizers and pedal operated sanitizers are placed in all offices and plants. The norms of maintaining social – distancing are strictly followed by each and everyone and we are in constant touch with all operation managers through Zoom calls only.

What aspects do you attribute to Smoke Vodka’s success?

Smoke Vodka has been well received by the market and also surpassed our expectations. The reason for this is its top of the line packaging and pricing. The price of the Vodka, its 5 times distillation, aniseed flavor (which no other brand offers and a support of three brand extensions, smoke clothing lines / smoke natural spring water in can & smoke sanitizer) have ensured its reach and visibility in a very short span of time.

The innovative digital marketing campaign and promoter led consumer promotions have substantially increased awareness and trials through miniature packs of Smoke Vodka. It is also being used as a gift article because of its international look and feel.

What is the next stage of your marketing strategy for Smoke Vodka pan India?

NV would be aggressively promoting SMOKE VODKA by adopting very innovative marketing strategies. Some of these include:

1. Broad – based consumer trials,

2. Fully exploiting the digital platform,

3. Use of Surrogates (Smoke water / Smoke Clothing line),

4. Making SMOKE visible in all relevant On and Off trade outlets, and

5. Targeting the influencers NV

These are some of the things that we are planning

Do you plan to have any other variants like Gin or Rum under the same brand name Smoke?

Smoke Vodka will be the only spirit brand. But I have created a few brand extensions like Smoke Wear, Smoke Water, Smoke Sanitizers.

How important is it for the NV Group to succeed in the premium product category?

I have always wondered if there are only a handful premium products from India. India has the resources, technology and expertise to create world-class premium products. Even we bottle for few international brands and very early on when I joined NV group, I was sure that I wanted to have our own homegrown portfolio of premium brands. 

Smoke Lab is the first premium brand and we are launching in the USA and other international markets now. There are plans for few more premium brands in the pipeline that will be launched next year. It is important for NV Group and I, personally, to succeed in the premium category. I believe our business is ready to shift gears and capture the premium category. This will establish NV Group as a real global player in the international spirits business.

How is the export market of your products for you?

We are putting tremendous focus on the export market. We have been exporting few brands to the UAE and Africa. Smoke Vodka plans were delayed by a few weeks due to the pandemic but we quickly adapted and stayed the course. By October, Smoke Vodka will be available in USA and few other countries as well.

What are the company’s ambitions to boost its status in the alcobev industry?

NV has the potential of being one of the leading manufacturers and marketer in the industry. There is no other company whose Product – portfolio can be compared with that of NV. We offer Whisky, Rum , Gin ,Brandy , Duet and Vodka at different price points to cater to every segment of the society. 

We can proudly claim that our entire product portfolio sells uniformly and well across states, giving run for their money to the existing giants. NV would be opening in all major markets of India soon led by Smoke Vodka.

How has the company fared this year and what have been the highlights of these results?

NV Group has successfully established markets like Punjab, Chandigarh, Haryana and UP in the last one year. The company has also introduced its topmen brands like Smoke Vodka, Royal Envy Whisky in the western region. This brand is showing huge consumer pull thanks to our innovative marketing and distribution campaign. 

The highlights of this year are as under:

1. Successful launch of Smoke Vodka.

2. Revamping of packaging of brands like, Royal Envy Premium whisky & Blue Moon Vodka.

3. Introduction of Smoke Water in 500 ml Can.

4. Aggressive digital campaign on Smoke Vodka and its surrogate.

5. Restructuring of the operating team in Sales and Marketing.