It is a success story that everyone is talking about. From being an also ran to being declared the fastest growing Millionaire Club whisky brand, Royal Green Whisky is the first whisky brand to come up in a green bottle in deluxe segment. It created a positive impression in the minds of the consumers, says Virat maan – Business Head, ADS Spirits.
ADS Spirits has developed a simple & straightforward business strategy for Royal Green Whisky. The idea is to keep the consumer’s at the center of everything that they do. The company’s strategy of giving value surplus to the consumers in terms of packaging and blend delivery helped them achieve the distinction of being declared the fastest growing Millionaire whisky brand in a short span of time. “Being a homegrown company, our pockets were not deep enough to take on well-established brands of MNCs, hence we focused all our energies on developing a product which was far superior than any brand in the segment. We also ensured our channel partners (wholesalers, retailers and counter salesmen) were happy doing business with us. They became our brand ambassadors,” reveals Virat Maan, Business Head, ADS Spirits.
Explaining how this distinction will help leverage their brand, he says: ‘We started as nobody in the industry. No one knew about ADS Spirits as a company or Royal Green as a brand and it used to feature in ‘other’s category’ in industry reports. We didn’t have strong credibility or heritage to communicate with consumers. I am sure with this milestone, it becomes a lot easier to communicate with channel partners in many states of the country. It gives us credibility in the eyes of peers, channel partners as well as consumers.”
