The country's largest liquor company UB Group is launching a low cost variant of its Black Dog Scotch whisky to expand its market to a larger consumer segment and the middle income group in particular.
For introducing this new variant, the company is planning to expand its existing bulk sourcing arrangement with White & Mackay, the United Kingdom-based scotch major, with whom UB has a very long business association.
Company sources said that the new variant is different in maturity as well price to match the Indian customer.
UB currently sells 12-year-old matured Black Dog Scotch at Rs 1,750 per bottle. However, the new variant will be a five-year matured whisky at price band of around Rs 1,000.
Company sources said the product would be brought in the local market in two months.
With the launch of the new Black Dog whisky, UB expects an impressive growth in its premium whisky market and the scotch segment in particular. At present, the scotch whisky market in India is about 2 lakh cases per annum.
At present UB is importing the bulk for the scotch from White & Mackay.
With the introduction of the new variant, UB is also expanding its sourcing arrangement with White & Mackay.
"We have a long relationship with Whyte & Mackay for sourcing bulk for Black Dog scotch whisky, a brand originally from the stable of Carew Phipson (a UB Group company in the past), in many parts of the world. It would grow stronger now," the sources said.
White & Macky has a 100 per cent wholesale trading subsidiary in the country - Kyndal India - which markets imported bottle-in-origin brands, including Absolut Vodka.
The UK-based company's core brands include Whyte & Mackay Scotch Whisky, Dalmore Single Highland Malt, Glavya Liquer and Isle of Jura Malt Whisky.
