Super Premium Brands Growing Faster
The time is ripe for super specialisation. Top-end alcoholic beverage consumers are highly aware and want a special type of malt. Since the Indian consumers are now very aspirational, he or she is prepared to pay for better functional & emotional benefits of a product, says Raju Vaziraney, Adviser – Amrut Distilleries.
Amrut, an Indian MNC, decided to go for an all India launch this year for malts. Hence they activated the Luxury Malts Spirits Division & are now expanding their footprints by launching their malts across India. Realising that single malt consumers want to savour various single malts, they have created an amalgam of single malts and named it Amrut’s Amalgam where flagship Amrut Fusion Single Malt, a Scottish single malt and Asian single malt are amalgamated into one drink. “The brand has been well received in Kolkata, Delhi and Chandigarh and now we shall take the brand across India for the discerning consumers who are very particular about which malt they are consuming. The youngsters now a days prefer peated malts,” says Raju Vaziraney. Amrut has also recently introduced Amalgam Peated, which is a brilliant malt whisky. In other words, Amrut is here to offer its expressions to varied tastes & preferences, which include Indian single malts, blended single malts, peated malts, peated & unpeated malts & premium whiskies blended with fusion single malt. On the thrust to adding premium brands in their portfolio by Indian companies, he says, “As far as the market is concerned it is prepared to accept premium whiskies. IWSR report 2018 substantiates the fact that super premium whiskies are going faster.” There are various reasons behind this emerging trend to spread in India. According to Raju, the Indian consumer nowadays is very aspirational. He or she is prepared to pay for better functional and emotional benefit of a product and feels proud to drink best in class & best in world brands. “Amrut will benefit from this consumer insight since they have great quality single malts which are loved the world over, and now being launched in India,” Raju affirms. Secondly, young India wants premium brands and likes to upgrade all the time, he says.
