HospitalityBiz India
Hotels FoodService Operations Ministry Associations Equipment Editorial HR Technology Technology Advisory Board Community
Follow us on Facebook Follow us on Twitter instagram
    Home > NewsTrack

Liquor brand Medusa Beverages diversifies into fashion retail

Thursday, July 16, 2020, 11:47 Hrs  [IST]
HBI Staff | Hyderabad

Craft beer maker Medusa Beverages has appointed licensing agency Bradford License to diversify and enter the fashion and lifestyle retail segment of the country. The alco-bev brand will connect with other brands through licensee extensions to sell apparel, perfumes, handbags, travel gear and packaged mineral water at physical stores and marketplaces by the end of the year.

“This (association and entering fashion retail) will help in brand promotion as liquor cannot be promoted directly and Medusa will earn brand royalty as well,” said Avneet Singh, founder of Medusa.

With an annual turnover of INR 150 crore, Medusa’s beer targeted at millennials is brewed in Punjab and currently retailed in Delhi, UP, Punjab, Chandigarh and Chattisgarh.

The Indian apparel market is evaluated at INR 5.3 lakh crore. With a median population age of about 27 years, India is estimated to have about 390 million millennials and about 440 million in the Gen-Z cohort, according to a study by consulting firm Deloitte. This constitutes a large consumer base which the craft beer maker wants to tap into to build its two-year-old brand.

Vatsal Vijay, business head of Bradford License, said, “Medusa has the assets that translates well into categories like fashion, travel gear, health and personal care as well as FMCG. We will secure licensee extensions in a variety of categories and territories with customised marketing approach.”

The price structure of Medusa’s fashion line has not been finalised yet. The beer company did not divulge the names of the offline and online retail partners that will sell its apparel, accessory and FMCG products.

This is not the first time a beer maker has diversified into fashion apparel to build its brand in a market where liquor advertising is banned and at a time when both apparel and beer market have shrunk after prolonged closure of outlets that sell them amid the Covid-19 outbreak in the country.

In June, Anheuser Busch InBev - the world biggest brewer that sells Budweiser and Corona - launched retail firm Budweiser Streetwear Co. The in-house brand sells apparel and face masks on fashion marketplace Myntra.

“With Unlock 1.0 in action, our consumers are seeking fresh opportunities to adapt to the new reality,” said Kartikeya Sharma, South Asia president at AB InBev.

Globally, as well as India, several spirits companies have extended their brands into lifestyle merchandise mostly associated with gifting or sports wear. For instance, United Spirits property Royal Challengers has been selling apparel and lifestyle merchandise since several years, riding on the Indian Premier League cricketing team.

Also, B9 Beverages that makes Bira 91 craft beer, set up its online merchandise store nearly two years ago, and launched a new collection of T-shirts and glassware a few months ago.

“The sale of our merchandise, including apparel and bar accessories, has consistently been growing at 30%. Our aim is to achieve 3% contribution to the company’s revenue by 2023 to come from our merchandise,” said Ankur Jain, founder of B9 Beverages.

Print News Email News Back
Bookmark to Add to NewsvineNewsvine Bookmark with Digg ItDigg
Add RSS to Add to Google Add to My Yahoo! Subscribe with Bloglines Subscribe
* Name :    
* Email :    
* Message :  
»  Mahua gets 'heritage liquor' tag, to be served in MP Tourism bars and hotels
»  IHCL Debuts The Taj Brand in Ranthambore Rajasthan
»  Liquor stores, bars closed as move to extend Delhi excise policy awaits approval
»  The Unbound Collection by Hyatt Brand to Debut in India with Plans for Noor-Us-Sabah Palace in Bhopal
»  Premium liquor stores are driving the trends of browsing and experimentation in the alcobev industry, says Nita Kapoor, CEO, ISWAI
»  Royal Tulip-Louvre Hotels luxury brand debuts in Nepal
»  ‘We plan to introduce Mr. Jerry’s at the Duty-Free outlets in Indian International Airports’:Rincy Varghese, Brand Manager, Blue Ocean Beverages
»  The Hyatt Regency brand enters the Pink City with Hyatt Regency Jaipur Mansarovar
»  Lemon Tree Hotels signs a new hotel in Visakhapatnam, Andhra Pradesh, under the brand Keys Lite by Lemon Tree Hotels
»  Taj Ranked As India’s Strongest Brand For The Second Time
»  Hard Rock Cafe Unveils Newest Burger Inspired By Brand Ambassador Lionel Messi
»  Azure Hospitality launches its delivery only brand; Oki Poki
»  Golden Tulip celebrates as brand turns 60
»  Golden Tulip celebrates as brand turns 60
»  We expect to be a top 3 pizza brand in India by 2025: Mahesh Reddy, CEO India, GOPIZZA
»  SALUD Beverages bags 1 Double Gold, 1 Gold and 1 Silver at the CWSA Best Value 2022 competition in Hong Kong
»  Mistakes one should avoid while setting up a beer brand in India
»  Mistakes one should avoid while setting up a beer brand in India
»  CMC Launches A Brand New Line Of Veined Designs In KalingaStone Quartz
»  Espire Hospitality Group to introduce a novel luxury boutique resort brand this year
  The Indian Institute of Architects (IIA) Natcon 2020 virtual event concludes successfully
  Winners of The Park Elle Décor Student Contest felicitated at Indian Design ID 2020
Receive the best of Hospitality content in your mailbox.
Weekly e-Newsletter
Events Calendar

© Copyright 2016 Saffron Synergies Pvt Ltd