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Viiking Beverages project 50-60% jump in revenues during World Cup ’18
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Friday, 22 June, 2018, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Viiking Beverages, the flagship company and fastest-growing vertical of Viiking Ventures, is expecting a 50-60 per cent growth in its overall revenues during this Football season. It is hoping to cash in on the football mania in India, especially for its brands – Goa Kings Beer, Royal Oak Whisky and SJJ XXX Vodka.
Manoj Asrani, group chief marketing officer, Viiking Ventures Pvt Ltd, said, “Every four years, we look forward to the biggest sporting event in the globe - the FIFA World Cup. This year will be all the more special as the football mania in India has reached unprecedented levels.”
“We at Viiking Beverages are projecting a 60 per cent spike in our flagship brand - Goa Kings Beer. Currently we are selling 2,000 bottles every day, and are expecting this to go up to 80,000 bottles per day during the FIFA World Cup,” he added.
Viiking is expecting the demand to come from key states, like Goa, Kerala, Maharashtra and New Delhi. Asrani added, “We are also expecting the sales of our other brands like Royal Oak Whisky and SJ XXX Vodka to increase by 30-40 per cent, respectively.”
Viiking Beverages has recently witnessed a shift in the consumption pattern of its brands.
Asrani opined that Viiking Beverages has started appealing to the youth and younger generation of alcohol consumers.
“Millenials are a big chunk of our overall market presence now. We have seen 40 per cent spike in consumption amongst the age group of 21-25. This young generation is more attracted to football, as compared to cricket,” he added.
Viiking Beverages sells an average of 11,000 cases a month in Goa, which is the biggest market in terms of sales and revenue. It has manufacturing facilities located at Impala Distillery and Brewery Limited, Goa, and New India Brewery, Jammu and Kashmir.
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