Alcohol companies uncork liquor market

Mumbai: Global alcoholic beverage leader, Diageo is gearing up to uncork some surprises in the Indian market.

As former McKinsey partner, Asif Adil takes the helm at alcoholic beverage maker Diageo India, he sees big plans for the Indian market.

"What we're going to do is up-weigh our spending. India is a key strategic market for Diageo today and we will spend multi fold of what our current spend is," said Asif Adil, MD, Diageo India.

The vodka in India is two million cases strong. Of this, half a million cases comprise the prestige segment. Diageo's vodka, Smirnoff gulps 90 per cent in this category followed by Absolut Vodka.

In the seven-lakh case Scotch segment, Johnnie Walker is a prominent player. "We're going to build up JW bars and lounges in the three key metros - Bombay, Delhi and Bangalore and build Smirnoff cafes," Adil adds.

Although there aren't immediate plans to re-enter the Indian made foreign liquor market, the company will soon introduce its Don Julio tequila and Tanqueray gin in India.