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Meukow Cognac, introduced to the Indian market in 2023 by VBev, is carving a niche in the growing luxury spirits segment. According to Sumedh Singh Mandla, CEO of VBev, country’s burgeoning cocktail culture presents an exciting opportunity for Meukow Cognac.
⦿ Bishan Kumar
Despite Cognac being a relatively small category in India, Meukow has made a significant impact. “The category for Cognac is small but offers great potential with the growing luxury segment in India. We have received a great response for both packaging as well as the product quality of the Meukow range,” says Sumedh. This positive feedback underscores the untapped potential in India’s evolving premium spirits market.
Alongside traditional offerings like Meukow XO, VSOP, and VS, the brand’s Cognac-based liqueurs—Meukow Vanilla and Meukow Xpresso—have gained traction, he shares.
“Having great mixability, both liqueurs are a delight as shooters. We have been working extensively in the ‘shots’ and ‘cocktail’ space to grow these variants,” says Sumedh, highlighting the brand’s versatility.
To position Meukow Cognac as a preferred choice among Indian consumers, VBev offers a range of five variants catering to diverse price points. This strategy ensures the brand appeals to a broader audience while maintaining its luxury appeal. “We are focusing on distribution reach, brand visibility, and product trials to develop brand awareness and consumption among Indian consumers,” Sumedh explains.
With a robust distribution network already covering over 20 Indian cities, VBev is keen on expanding Meukow’s presence, particularly in southern India. The company will continue to focus on growing the width and depth of distribution organically, keeping in mind the importance of strategic market penetration.
Recognising the need to educate both consumers and trade professionals regarding Cognac’s unique qualities, VBev employs digital and print mediums.
Collaborations with international brand ambassadors and local experts further enhance brand awareness. “We are committed to educating our channel partners and consumers to ensure they understand the quality and versatility of Meukow Cognac,” shares Sumedh.
With its strategic initiatives and consumer-centric approach, Meukow Cognac is poised to solidify its position as a luxury spirit of choice in India’s premium alcohol landscape.