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Bols Brandy makes a good start in Indian market entry, being made available across South India
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Thursday, 19 March, 2009, 08 : 00 AM [IST]
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Nandita Vijay, Bangalore
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Spirit importer and distributor Kyndal India Pvt. Ltd, is in the process of taking Bols Brandy forward through providing distribution, marketing and value.
The company has been dealing with a range of imported brands including Louis XIII Cognac, Piper Heidsieck Champagne, Bols liqueurs, Cointreau, Sobieski Vodka & Stolichnaya Vodka amongst others. Last month, the company entered into an agreement with Lucas Bols Distilleries NV at Amsterdam to introduce the premium category brandy 'Bols Brandy' in India. A new company 'Bols Kyndal' was formed to market the product.
According to Siddharth Banerji, managing director, Kyndal India Pvt. Ltd and Bols Kyndal to begin with the new product is being made available in every brandy market in South India. Not a single multinational company brand in this segment enjoys such a presence. The marketing behind the brand has shown good results.
Since Bols is international and premium, it has set its own standards. All the brand values have been addressed. It has created a whole new segment for this premium brand. In times of recessionary economy the consumer is looking for value. Bols Brandy gives huge value in terms of a premium Indian-made foreign liquor (IMFL), Banerji told F&B News in an e-mail interaction.
The recession does not seem to have impacted the sales of Bols Brandy, stated Banerji. Bols Brandy is priced to give consumer value for money. "We have introduced a whole range of SKUs (stock keeping units): quart, pint and nips to match every pocket, he added.
On the scene for imported liquor segment in India, Banerji said that at the moment, the market had hit a bit of a roadblock. Due to sharp increase in the dollar versus rupee, a big difference on the imported price is seen. Also the state excise duties on imported liquor is not favourable for the segment.
Despite the economic slowdown imported liquor space continues to be in high spirits. The foreign brands are here to stay. Some segments within the imported liquor space for like whisky is making its presence felt. Consumers, especially youngsters, find imported brands more in tune with their lifestyle.
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