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‘India has always been a big whisky market’

Gruppo Campari is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands. The Group recently launched its most acclaimed and awarded Single Malt Glen Grant 10 Y and Glen Grant 18 Y whisky brand in India. Robin Coupar, Global Brand Ambassador - Gruppo Campari, spoke to Anurag Tiwari about Gruppo Campari’s latest developments and promotional plans for the Indian market.

Monday, April 17, 2017, 15:55 Hrs  [IST]

Q Can you give us a sense of Gruppo Campari’s portfolio and positioning of Glen Grant in your overall portfolio?
Gruppo Campari founded in 1860 is the sixth-largest player worldwide in terms of premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and America. The group’s growth strategy aims at building a strong brand image among its consumers and also to attain an external market growth via selective acquisitions of brands and businesses. Glen Grant, a 176 years old genuine Single Malt Scotch, is the world’s number 5 most selling Single Malt Scotch whisky. Since 2006 Glen Grant, together with Old Smuggler Scotch Whisky, are part of the Gruppo Campari portfolio and is one of most acclaimed brand under the kitty of Gruppo Campari. At Gruppo Campari, we boast to have Dennis Malcolm, the renowned Glen Grant Master Distiller, working for over five decades making Glen Grant, an acclaimed brand worldwide.

Q Which are the other labels from your portfolio already available in India? How has been the response?
Gruppo Campari’s Indian portfolio at present comprises of ‘SKYY Vodka’ - the fifth biggest premium vodka worldwide, our name sake brand ‘Campari’, ‘Old smuggler’ - a blended Scotch Whisky, ‘Aperol’ – one of the latest entrants in the Indian market and the best-selling brand for us in the world, an aperitif bright orange in color along with ‘Aperol Spirits’, and now ‘Glen Grant 10 Yr’ and ‘Glen Grant 18’ Yr. All the brands in our current portfolio are performing well. Our portfolio is growing keeping in mind the Indian taste which is also growing and it’s the right time to launch the Glen Grant in the Indian market.

Q What differentiates Glen Grant 10 Yr and 18 Yr from the other Scottish Single Malts in terms of features?
Glen Grant 10 Yr comes with fruity flavours with a touch of nuttiness and of course the blend of vanilla. Glen Grant 18 Yr being eight years older is more mature in terms of taste. It boasts a spicy and rich butterscotch flavour. Both are very complex and also very balanced at the same time. The thing that has never been a tradition at Glen Grant distillery is not adding any colour to darken the whisky. With Malcolm leading the Glen Grant distillery having over five decades unmatched experience in the field under his kitty, Glen Grant leads the way amongst other Scottish Single Malts in the market.

Q How Indian market is evolving to hi-end premium whiskies? What is your understanding of Indian consumer and the market?
India has always been a big whisky market where consumers have always admired the Scotch whiskies. For many-many years the premium end of the whisky market was all about the deluxe brands like Johnny Walker, Black Label, Chivas Regal, etc., but now we started noticing the emergence of Single Malt whiskies. As the Indian economy continues to grow, the consumers are becoming more affluent and connected and are growing more aware about Single Malt whiskies. Our job is to earn the hearts and minds of the consumers and once we succeed in that we earn the hands and mouths of the consumers and that’s how we are working towards establishing the brand in the Indian market.

Q What are your plans to promote the brand in the Indian market and engage the Indian stakeholders for the same?
This small segment market is growing in big ways. For us the key to success is to establish the brand in the right way which is building foundation through select distribution. We don’t make a lot of whisky so it is important for us to connect to proper importers here in India like Aspri Spirits who are popular players in the luxury wine & spirits markets here in India who shall help us in proper distribution of our precious handmade whisky. Handselling, educating the key people in the key channels is also a crucial step for promotion of a brand and increasing the knowledge about the brand in the market.

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