Radico Khaitan stirs up two more liquor brands  ( December '13,2000, HBL)

RADICO Khaitan Ltd (RKL) will be launching two liquor brands, Special Appointment and Waah, in April, next year. While Special Appointment is a premium segment whisky, Waah will belong to the regular segment category. The company's proposed launch of beer early next year has been deferred in view of the ban on liquor advertisements in the electronic media.

The company is, meanwhile, exploring other options to advertise its liquor brands. Radico Khaitan manufactures rum, gin, whisky, brandy and vodka. Its Contessa rum enjoys a 25-per cent market-share in the defence segment, while its 8 PM whisky is claimed to be the first liquor brand in the country to cross the one-million case mark during the first year of its launch. RKL's Managing Director, Mr Lalit Khaitan, told Business Line that the company was now planning to strengthen its presence in the South, particularly in Andhra Pradesh.

It was also trying to get a licence from the Andhra Pradesh Government to set up a distillery and bottling plant. To boost its production, the company recently tied up with seven bottling units. These include N. V. Distilleries and Breweries of Punjab, Samrat Bottlers in Rajasthan, Deviclom Distilleries in Kerala, Satpuda Tapi P.S.S.K. of Maharashtra, Kapitan Distilleries and Rhizome Distilleries & Liquor India of Andhra Pradesh. Mr Khaitan said keeping in view the opening up of the economy, RKL was holding discussions with international wine and whisky manufacturers. ``We hope to get a basket of good brands to market in the country. If they need distributors, we will be the one,'' he said.

He said the flow of foreign liquor into the country would affect only the super premium brands. In view of this, the company would adopt ``the best pricing policy'' with regards to its super premium brands. RKL joined hands with Whyte & Mackay in 1995 to set up Whyte & Mackay (India) Ltd (WMIL). This joint venture company has introduced premium brands like Genesis, Findlater's and Royal Peg. Mr Khaitan said RKL was expected to post a turnover of Rs 300 crore this year as against Rs 257 crore last year. On the other hand, WMIL will be achieving a turnover of Rs 75 crore in current year.