Author Archives: Bhavya Desai

Jack Daniel’s announces Global Relaunch of its Brand

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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 Agrawal, Marketing and Commercial Director, India Area, Brown-Forman. 

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

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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.

Amrut expands into the Domestic market

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Indian whiskies have slowly but surely been making their mark on an international stage. While a number of them have reached millionaire status one of the original flag bearer of putting India on that map is undoubtedly Amrut. Their Indian Single Malts have won numerous awards globally and the distillery is now looking to bring that same flavour and enthusiasm to the India consumers with their recently created Luxury Malts & Spirits (LMS) Division. As the name suggests, this division is driving the ultra-premium brands of the company to domestic market. Bhavya Desai spoke to Rakshit Jagdale, MD, Amrut Distilleries on this development. Excerpts: 

Amrut Distillers took a while in expanding their footprint in the domestic market? Any reason why?

Amrut has been catering to our customers in India for sometime now. We follow the policy of ‘steady build‘ and our brands are loved all over the world including India. 

We have recently started our Division called Luxury Malts & Spirits Division which is focusing on our Premium brands. This division is responsible for making our premium brands available in India and we are happy that the products have been received well so far. 

How has the response been to the products so far? 

We are glad to inform you that our Amrut’s Amalgam Malt Whisky has made its mark in India as well. As the name suggests it’s made out of amalgamation of Single Malts from three regions – Scotland, Asia and Our own Malts. It has already been well accepted in Karnataka, Goa, Telangana, Maharashtra, Chattisgarh, Delhi, Chandigarh etc and it’s acceptance amongst our esteemed armed forces through CSD has also been very satisfying.

Apart from this our latest offering, the Amrut’s Amalgam Peated has also been well received by the consumers who have ‘graduated‘ to the acquired taste of peat. The brand is gaining momentum state after state . 

Our Two Indies Rum which has the distinction of being made out of Jaggery is also being rolled out in India. It is a brilliant product packed with an heavy bottom glass bottle for the Rum lovers 

Amrut Peated Indian Single Malt Whisky

What is the pricing strategy of the products currently (in terms of price points, etc) against competitors? 

We follow the doctrine of supplying ‘best in class‘ products on basis of quality and packaging. We do not look at competition for pricing.

We look at the futuristic ‘need gap‘ of the consumers and a lot of work at our distillery at Bangalore to offer expressions which will suit the needs of the consumers. Our motto is to delight the consumers with world class quality and packaging. 

How has the pandemic impacted your plans and the business?

The current pandemic has definitely impacted our plans, particularly since the on-trade outlets are closed and our premium brands have a bigger presence and prominence in these outlets. Nevertheless we are all geared up and have started bouncing back in an organised manner to get back to our volumes. 

What is the quantum of increase in terms of production capacity undertaken to realise this vision? Any investment plans to increase your inventory?

We have enough expansion done as far as the production capacity is concerned. We are confident of supplying our malts as per the demands. We have a war chest to cater to the growing demands of our customers in India and abroad. 

We take satisfaction in mentioning that our philosophy of being a proud Indian Company is keeping us in good stead with Our nation’s new narrative of Going Vocal for being Local . We have being following the Indian Story since long and feel proud to be an INDIAN MNC. 

Amrut Fusion Single Malt Whisky


What is the expected growth in terms of business and revenue following this expansion?

We expect the LMS division to give us good traction and both our top and bottom line are expected to grow as per our Annual Operating Plans. 

Neeraj Kumar of Beam Suntory on the COVID Impact

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Undoubtedly the global economies have been in a tizzy due to the ongoing pandemic situation. While the markets and businesses are starting to open slowly, the F&B industry hasn’t seen a more challenging situation. While converting their manufacturing facilities to produce hand sanitizers to help the government might have eased the burden temporarily, manufacturers are eagerly awaiting the good times to roll back.

In a quick interaction with Ambrosia, Neeraj Kumar, MD, Beam Suntory India commented on the how the ongoing pandemic impacted the industry and also the efforts that his company is making during this time with nearly 60 days retail lockdown for duty-free shops, bars, hotels and restaurants continuing to remain shut. “As a world leader in premium spirits, on-premise outlets play an important role in Beam Suntory’s business in India. In our commitment to support the F&B community, we partnered with NRAI to pledge support of INR 1 Crore to provide relief to the staff of member restaurants who have passionately supported the industry with their talent. We also rolled out the ‘learn and earn’ program through our global bartending engagement program, ‘The Blend’ which encouraged bartenders to utilize their time at home effectively by taking up online training modules spread across 50 sessions, with prizes for the participants.”

Despite the cases ramping up and India becoming one of the top 3 countries affected by the pandemic the government is making numerous efforts to revive the industry. And this move is welcomed by Kumar as he states ‘we support the Government’s decision to open e-commerce channels for online sales and home delivery of alcohol in some states, which has led to the much-needed growth in off-trade for the alcobev brands. We hope there is a continuous expansion of e-commerce channels as we move forward.’

As a company Beam Suntory though isn’t only focusing on the business, but also channeling their CSR to spread more awareness of social distancing and safety measures. “As social distancing continues to be the norm, we have also partnered with ISWAI to bring forth a program called ‘Safe Shield’ to educate retailers on safety measures as they open their shops. These include keeping a distance of 2 meters between two people, not having more than 5 people in the store at a given time and keeping hygiene as the top priority by sanitizing the area and salesmen wearing masks at all times,” adds Kumar.

It’s official, the ‘cocktail hour’ is back according to new research

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More than half of Brits surveyed is back.

Lockdowns have pushed everyone’s social life to the backburner and patrons are looking to entertain themselves at home. In a survey conducted during the lockdown on how Brits were enjoying their drinks at home during a lockdown, more than half of those surveyed believed that ‘Cocktail Hour’ has made a comeback during this time.

Research states that more than half (53%) of Brits surveyed believe the cocktail hour has made a comeback in recent weeks, with 7.30 pm emerging as the time people are most likely to raise a glass with loved ones. While ‘cocktail hour’ was born in America, it reached the height of fashion in Britain in the 1920s. In fact, the first cocktail party in the UK is said to date back to 1924 and was reportedly thrown by war artist Christopher Nevinson.

But today, according to the findings from a Bacardi’s survey, the cocktail hour has made a virtual come back with as many as 43% of respondents attempting to perfect cocktails at home since the lockdown began. Almost a third (31%) of participants have enjoyed virtual drinks parties with friends as a way of keeping in touch and one in five (21%) have even dressed up for their virtual drinks occasion. Close to 29% of respondents have been dusting off specialist cocktail glasses and 27% are going all out by making use of a shaker ahead of virtual get-togethers.

What’s more, the contemporary cocktail hour is here to stay, with over a quarter of those surveyed (27%) claiming they will continue hosting virtual cocktail hours with friends and family beyond the lockdown. Nearly a third (32%) of these budding mixologists claim they were inspired to try their hand at a cocktail because they are a more interesting alternative to wine and beer.

According to the survey, the Mojito (made with rum, sugar and zesty lime) is the most popular make-at-home cocktail. The classic Pina Colada, made with coconut cream, rum and pineapple came second, with the Californian-born Margarita coming in third place. While the Mojito proves the number one serve, vodka is the spirit of choice for 35% of those surveyed when making cocktails at home, closely followed by gin (33%) and rum (23%).

Nearly a quarter (23%) of respondents have shared a virtual toast over a non-alcoholic or low alcohol cocktail according to the report, with Virgin Pina Coladas, Virgin Mojitos and Virgin Marys topping the poll of favourite non-alcoholic cocktails. Millennials prove the most mindful drinkers as data shows 41% of consumers between the age of 25-34 years surveyed have raised a low alcohol or non-alcoholic cocktail during virtual drinks.

This Father’s Day, Gift Your Main Man The Finest Single Malt from Islay’s Oldest Distillery, Bowmore

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This Father’s Day, let Bowmore Aged 12 Years Islay Single Malt Scotch Whisky, from Beam Suntory, be a worthy companion to the epitome of class and quiet sophistication synonymous with every father. Bowmore, Islay’s oldest distillery, is home to the world’s oldest whisky maturation warehouse, The No. 1 Vaults. Crafted to perfection in this legendary warehouse for over 240 years, the Bowmore’s 12-Year-Old Single Malt Scotch Whisky is a delicate blend of citrus notes and mellow honey, teasing the brand’s trademark peat smoke notes all the way. The culmination of this symphony of flavours leads to a titillating experience of the senses – one truly worthy of the Beam Suntory hallmark. The 12-Year-Old Islay Single Malt Scotch Whisky has been awarded a Gold at San Francisco World Spirits Competition 2018 and International Spirits Challenge 2017, reflecting the essence of Bowmore.

Just as the trickling sands of time refines a father into the best version of himself, so is the case with this offering. Promising to be just the reminder of indulgence every father deserves on his special day, Bowmore Aged 12-Years shines through to be the perfect gift for your main man.

Bowmore Aged 12 Years Islay Single Malt Scotch Whisky is available across all major cities including Chandigarh, Delhi, Haryana, Punjab, Rajasthan, Karnataka, Pondicherry, Tamil Nadu, Kerala, Andaman, Maharashtra, Goa, Assam, Sikkim and West Bengal, and ranges from ? 3,200 to ? 7,500.

The best way to consume the Single Malt Scotch Whisky is as a Perfect Serve – add 30 ml of Bowmore Aged 12 Years, into an old fashioned glass, topped off with a dash of water. Bowmore Aged 12 Years Islay Single Malt Scotch Whisky is to be had in a manner that opens up its aromas, displays the complex flavours and notes.

Rémy Cointreau provides free accredited online training for hospitality workers.

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Rémy Cointreau has partnered with Flow Hospitality Training to offer accredited training to hospitality workers at no cost. “The On-Trade are critical to our industry and during this uncertain time Rémy Cointreau wants to give something back to the men and women around the world who bring our brands to consumers,” said Richard Lambert, Global On-Trade Director at Rémy Cointreau.

The company’s move comes from recognising the unprecedented difficulties currently faced by the hospitality industry around the world. With many professionals either furloughed or currently unemployed and looking for an opportunity to enhance their skill set and advance their hospitality careers once trade reopens in their respective countries.

The members of the hospitality industry are invited to register for a wide selection of courses designed to expand their knowledge and practical understanding of various elements of the business; ranging from bartending to food, health and safety, to housekeeping, disability awareness, equality and diversity, customer service to wine and more intangible skills such as management, an introduction to leadership and effective team management.

“It’s encouraging to see a multi-national company like Rémy Cointreau giving back to the industry that supports it in such a meaningful way. We are delighted to partner with them to strengthen the On-Trade community,” added David Wither, Flow Hospitality Training Co-Founder.