One More Pure Craft Vodka, from Alcobrew Distilleries was launched recently in UP recently. The vodka has been launched keeping in mind the growing popularity of white spirits doing well in India in the last one decade and poised to continue its growth in the coming decade as well. The brand believes that the alcohol has a very trendy, cosmopolitan feel to the liquor and it gives a lot of freedom to the bartenders to curate quirky cocktail flavours, which are highly appreciated by the experimentative millennials.

The vodka has been launched in two flavours, Plain and Green Apple. It is made from high quality imported Indian grain spirit and natural extracts giving it a smooth and refreshing taste, making it the best tasting vodka in its category. The multiple distilled vodka has been produced using the latest ‘Eco-fine’ technology which makes the blend extremely pure.

Alcobrew believes that being a craft vodka makes it stand apart with quality outweighing quantity. The craft vodka is manufactured in smaller batches with select ingredients meticulously supervising the quality of each lot. The entire process, therefore, requires more time and more expertise but guarantees the best tasting vodka in the category.

The brand name ‘ONE MORE’ comes from the promise of ‘MORE’: MORE distillation, MORE taste, MORE smoothness, MORE fun and MORE excitement. The brand also has its cool and funky mascot fondly called ‘DJ Mono’ (Mono means Monkey in Spanish).

The packaging of the bottle has a millennial touch with a unique shape replete with neon colours. The idea behind this unique, funky packaging is to create curiosity and grab attention of the youth, making them feel a sense of owning something that will instantly make them stand apart in the crowd.

Alcobrew is one of India’s youngest liquor manufacturers. The company caters to civil, canteen store depots and institutional markets in liquor, across India and abroad. The company established the Old Smuggler brand in India with its state-of-art manufacturing facility and robust distribution channels. Besides Old Smuggler Scotch whisky and rum, Alcobrew is proud of its quality in-house brands comprising of White & Blue Whisky, Golfer’s Shot Whisky, White Hills Whisky, Lion Daddy Rum and Victorio Brandy that are manufactured, bottled, distributed and marketed by the company.

A recent report from Reuters states that India has asked its Canteen Stores Department (CSD) to stop procuring imported Scotch for its 4,000 military stores. Signalling that it could be a challenge for international companies like Diageo and Pernod Ricard. Reports indicate that imported liquor sales at defence stores generate only about $17 million in annual sales, which isn’t a lot, but would still act as a dampener for international brands.

The report states that an internal order was issued on October 19^th of this year by the defence ministry, stating that in future, ‘procurement of direct imported items shall not be undertaken’. The order also said that the issue had been discussed with the Army, Air Force and the Navy in May and July, and was aimed at supporting Prime Minister Narendra Modi’s campaign to promote domestic goods. Although the order did not specify which products would be targeted, it is believed that imported liquor could be on the list.

Reuters had earlier reported in June that Pernod and Diageo had briefly stopped receiving orders for their imported brands from such government stores. Although that could be part of the challenge due to the pandemic and SOPs at that time.

The defence canteens of India sell liquor, electronics and other goods at discounted prices to soldiers, ex-servicemen and their families. The annual estimated sales of this canteen/shops is over $2 billion making it one the largest retail chains in India. Although liquor makes a small portion of these sales, according to Defence Studies and Analyses (IDSA) imports make up around 6-7% of total sales value in the defence shops for all consumer products.

Indian whiskies have slowly but surely been making their mark on an international stage. While a number of them have reached millionaire status one of the original flag bearer of putting India on that map is undoubtedly Amrut. Their Indian Single Malts have won numerous awards globally and the distillery is now looking to bring that same flavour and enthusiasm to the India consumers with their recently created Luxury Malts & Spirits (LMS) Division. As the name suggests, this division is driving the ultra-premium brands of the company to domestic market. Bhavya Desai spoke to Rakshit Jagdale, MD, Amrut Distilleries on this development. Excerpts: 

Amrut Distillers took a while in expanding their footprint in the domestic market? Any reason why?

Amrut has been catering to our customers in India for sometime now. We follow the policy of ‘steady build‘ and our brands are loved all over the world including India. 

We have recently started our Division called Luxury Malts & Spirits Division which is focusing on our Premium brands. This division is responsible for making our premium brands available in India and we are happy that the products have been received well so far. 

How has the response been to the products so far? 

We are glad to inform you that our Amrut’s Amalgam Malt Whisky has made its mark in India as well. As the name suggests it’s made out of amalgamation of Single Malts from three regions – Scotland, Asia and Our own Malts. It has already been well accepted in Karnataka, Goa, Telangana, Maharashtra, Chattisgarh, Delhi, Chandigarh etc and it’s acceptance amongst our esteemed armed forces through CSD has also been very satisfying.

Apart from this our latest offering, the Amrut’s Amalgam Peated has also been well received by the consumers who have ‘graduated‘ to the acquired taste of peat. The brand is gaining momentum state after state . 

Our Two Indies Rum which has the distinction of being made out of Jaggery is also being rolled out in India. It is a brilliant product packed with an heavy bottom glass bottle for the Rum lovers 

What is the pricing strategy of the products currently (in terms of price points, etc) against competitors? 

We follow the doctrine of supplying ‘best in class‘ products on basis of quality and packaging. We do not look at competition for pricing.

We look at the futuristic ‘need gap‘ of the consumers and a lot of work at our distillery at Bangalore to offer expressions which will suit the needs of the consumers. Our motto is to delight the consumers with world class quality and packaging. 

How has the pandemic impacted your plans and the business?

The current pandemic has definitely impacted our plans, particularly since the on-trade outlets are closed and our premium brands have a bigger presence and prominence in these outlets. Nevertheless we are all geared up and have started bouncing back in an organised manner to get back to our volumes. 

What is the quantum of increase in terms of production capacity undertaken to realise this vision? Any investment plans to increase your inventory?

We have enough expansion done as far as the production capacity is concerned. We are confident of supplying our malts as per the demands. We have a war chest to cater to the growing demands of our customers in India and abroad. 

We take satisfaction in mentioning that our philosophy of being a proud Indian Company is keeping us in good stead with Our nation’s new narrative of Going Vocal for being Local . We have being following the Indian Story since long and feel proud to be an INDIAN MNC. 

What is the expected growth in terms of business and revenue following this expansion?

We expect the LMS division to give us good traction and both our top and bottom line are expected to grow as per our Annual Operating Plans.