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Luxury vodka Belvedere enters Bangalore
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Saturday, 16 April, 2005, 08 : 00 AM [IST]
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Our Bureau, Bangalore
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At the launch Ashwin Deo, Managing Director, Moet Hennessy India, said that the focus would be to develop the new segment of 'luxury vodka' by introducing Belvedere to the most influential of Indian consumers. He elaborated that the market for premium vodka worldwide is around 20,000 cases, which is 12 bottles a case, per annum. The market for luxury market segment to which Belvedere belongs to is much smaller. Luxury vodka costs twice as much of the premium vodka.
The company is targeting to sell 5-10 per cent of what is sold worldwide. It intends to sell 5,000 cases annually by 2010.
The drink is predominantly targeted at the premium spirits consumer. It will be available in 700ml bottles across Mumbai, Delhi and Bangalore in the first phase. In the second phase it would enter Chennai, Goa, Hyderabad, Kolkata and Pune.
The retail price of Belvedere vodka in Bangalore will be Rs 2,700 and Belvedere Cytrus and Belvedere Pomarancza will be priced at Rs 3,000. These will be available at leading restaurants, modern bars, international hotels and night clubs.
Belvedere is a single-grain vodka made from 100 per cent Dankowskie Gold Rye. It is distilled four times, the optimum number for enhancing its unique, subtle character. Belvedere does not seem to have competition in its league, beginning from prices which is Rs 2,700 when the regular vodkas are priced between Rs 450 - 800.
The vodka has an overall subtle sweetness and a smooth, clean finish that comes from using rye as the single ingredient. Moet Hennessey is the Wines and Spirits Division of Moet Hennessey Louis Vuitton (LVMH), the world's leading luxury goods group such as Moet & Chandon, Dom Perignon, Veuve Clicquot Ponsardin, Krug and Hennessey Cognacs.
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