Riding high on the organised retail boom in the country, Diageo, one of the world’s leading premium drinks companies, is set to reach out to consumers the supermarket way.
MUMBAI: Riding high on the organised retail boom in the country, Diageo, one of the world’s leading premium drinks companies, is set to reach out to consumers the supermarket way.
Diageo India, which recently entered into a wine retailing tie-up with Mukesh Ambani-promoted Reliance Retail, is at an advanced stage of inking a few more tie-ups with other organised retail brands for its product range.
Asif Adil, managing director of Diageo India, told DNA Money: “We are in discussions with quite a few large retailers for selling our products through their supermarkets.
While I am not in a position to divulge the names of these companies, all I can say at this stage is that there are at least three more tie-ups are in the final stages of negotiations. We should be announcing them as and when they happen in the coming months.”
These developments will be in tune with Diageo’s plans for retailing its wine and beer range through the organised retail route in Punjab, Goa, Mumbai, Pune and Hyderabad this financial year.
While precise details on the nature of these tie-ups are not available as yet, company officials indicated that the arrangement will be for different products/brands under the wine and beer portfolio with different retailers.
A global company trading in over 180 markets around the world, Diageo’s collection of beverage alcohol brands across spirits, wine and beer categories include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, and Beaulieu Vineyard and Sterling Vineyards wines.
For instance, Diageo India also has third-party manufacturing agreements in place with two local companies — Renaissance Winery Pvt Ltd and Mountain View Wineries Pvt Ltd in Nashik, Maharashtra — for their domestic wine portfolio.
“The domestic brands will be launched in September-October this year and the management will explore tie-ups for retailing them through the organised retailing route.
The arrangement can either be with existing partners such as Reliance Fresh or for that matter any of the other brands already enjoying good presence in the potential Indian cities,” the company official said on conditions of anonymity.
As for Reliance Fresh, the arrangement is for retailing the international wine portfolio, primarily Blossom Hills, starting with launch of Reliance Fresh outlets in Pune this September and later in Mumbai within this calendar year.
Officials from Reliance Retail were not available for concrete details on their roll-out plan in Pune and Mumbai.
A Diageo company statement said that Blossom Hill red wines and Blossom Hill white wines will be available within an average price range of Rs 700-800, while Blossom Hill varietals like Chardonnay, Colombard Chardonnay, Merlot, Cabernet Sauvignon and Cabernet Shiraz will be available within an average price range of Rs 900 - 1,000. It is still unclear whether these will be further discounted to push retail sales in the supermarkets.
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