As part of its consolidation plans in the Indian tequila market, Brown-Forman, makers of Jack Daniel's whisky, is mulling over introducing a host of brands, including Herradura, El Jimador and Don Eduardo in the country in a phased manner.
"We will start by launching Herradura and El Jimador in A category cities such as Delhi, Mumbai and Bangalore. In the second phase, B category cities such as Nagpur, Kolkata and Hyderabad would be targeted," Brown-Forman Area Director and Vice-President (South-Asia) Amrit Kiran Singh told PTI.
Brown-Forman is also in the process of introducing another tequila brand, Don Eduardo, and give additional thrust to its existing tequila brand, Pepe Lopez, in India.
On the brand promotions, he said the company would target night clubs, discos and pubs where most of the
tequila consumption takes place.
Speaking about the market size of tequila in the country, Singh said, India's tequila consumption is estimated at just around 10,000 cases annually, but is registering a volume growth of over 50 per cent year-on-year.
The market is primarily dominated by the Diageos Jose Cuervo and Jim Beams Sauza brands.
"We have around 30 per cent market share in the domestic market and last year we sold around 3,000 cases of tequila and with the launch of more brands, we are expecting (the sales) to go up to 5,000 cases in the near future," Singh added.
Besides flagship brand Jack Daniels, Brown-Forman markets Finlandia Vodka, Southern Comfort liqueur, organic wine Bonterra and Fetzer Wines in India. Each of these brands occupies the premium end of the spirits market.
© Copyright 2024 PTI. All rights reserved. Republication or redistribution of PTI content, including by framing or similar means, is expressly prohibited without the prior written consent.
