Premiumisation is the Way Forward
Over the past few years, there has been sizeable time and money invested in innovation and packaging. With the focus on rapidly changing urban tastes, many of the newer launches in India’s alcoholic beverages industry have been upgraded in terms of aesthetics and taste to meet the new generations of taste preferences, says Deepak Arora, CEO- Som Group of Companies.
Young CEO Deepak Arora and his team have taken the premiumisation approach to meet the rising expectations of the new generation of consumers. “Today SOM is reaching great heights of success because premiumisation has become the ‘Mool Mantra’ of SOM. The strategy at SOM Breweries is to follow the trend of premiumisation and thus provide the market with better quality and a greater value for money in terms of packaging, price, and content, consistently,” he shares. Riding solidly on the premiumisation wave, Som Group is all geared up to address a premium consumer segment with brands like Woodpecker Lager Wheat Beer, Pentagon Gold Edition whisky and Whitefox Refresh – a premium vodka-based ready-to-drink, which comes in three flavours. During the year, Som Group has launched the Hunter Beer pint bottles with a curved shape and a shrink wrap, which is a first in India’s beer segment. “Motivated by the markets response, we launched a new flavour of Whitefox Refresh RTD in Cranberry, apart from the existing lemon and orange flavours,” he says. With the aim to elevate the brand imagery, recently Woodpecker Lager Wheat Beer was launched in two SKUs – 650ml bottle and 500ml can and 325ml glass bottle in the markets of MP, Delhi, Kerala and Kolkata, in the premium price ranges.
