In a bid to further expand its portfolio, Shaw Wallace has entered into exclusive distribution tie-ups with various wine companies around the world for import and sale of a range of wines in India.
The company has tied up with French Bordeaux range of Cordier wines; Italian wines from GIV (the largest wine maker in Italy under the Folonari brand), Californian Arbor Mist (the world's largest selling fruit wine) and Paul Masson (the world's largest selling carate wine).
Shaw Wallace will also launch Lanson champagne for the Indian connoisseur, a Shaw Wallace spokesperson said.
The foray into wines is part of the company's new strategy to expand its business portfolio and tap fresh avenues for growth in core area. Most of these wines are likely to be introduced in the near future and would be priced at over Rs 500, he added.
"As a result of the progressive change in government policies, globalisation and influence of satellite media, the preference for wines priced above Rs 500 is growing at a fast pace in India. With the wine culture slowly being imbibed by the Indian upper middle class, Shaw Wallace has plans to enter this segment as well", the spokesperson said.
Shaw Wallace already produces 'Golconda' range of wines in India. The company plans to initiate an "educational selling" programme for wines in India.
The company already has a strategic alliance with Kyndal International for distribution of its brands in India.
Its Vladivar Vodka, which has already been launched in major markets, has garnered a 15 per cent market share in the premium vodka segment, more brands from Kyndal stable are in the pipeline.
McKinsey has been engaged to chart out a road map to achieve business objectives over a three-year perspective.
The exercise entails strengthening brand equity in the premium segment, creation of brand extensions in deluxe and prestige segments and trading in products from international spirits and wine majors across all segments including scotch, vodka and wines, he said.
The main brands of Shaw Wallace in super premium and premium segments include Antiquity rare premium whisky and Royal Challenge premium whisky respectively.
The three million case Director's Special is the company's flagship brand in the prestige segment which is the biggest segment in the Indian liquor market.
The company had launched DSP Black whisky to strengthen its presence in the deluxe segment. In vodka, its White Mischief brand in the prestige segment accounts for more than 30 per cent share of the market, the spokesperson claimed.
