UNITED Spirits Ltd said yesterday it will start selling its scotch whisky in China, taking on the lower pricing strategy to compete with Pernod Ricard SA and Diageo Plc in the nation's rapidly growing liquor market.
The world's third largest spirits maker will import five brands, including Antiquity Blue Rare Premium Whisky, Bagpiper Deluxe Whisky, the world's best-selling whisky brand, and Premium Romanov Vodka through its trading company in Shanghai.
Vijay Mallya, chairman of the India-based United Spirits, revealed the information to Shanghai Daily yesterday.
"The world's major manufacturer of scotch whisky are saving stocks on the market as they anticipate huge market demand from China and India," said Mallya."We regard China as one of our top priorities."
The Indian-based company has set the price range from 60 yuan (US$7.79) to 120 yuan while Johnnie Walker whisky from Diageo, the world's largest liquor maker, cost 125 yuan for its Red Label and 232 yuan for Black Label.
Pernod Ricard sells its 12-year Chivas whisky for more than 180 yuan in the city's supermarkets.
"We believe we have the price advantage because of the currency rate as well as the labor price in India," Mallya said.
The company is also considering liaisons with local alcohol makers through merger and acquisitions to bottle its whisky in China as the volume increases after it expands to other regions nationwide.
People's rising incomes brought about by the booming economy have boosted demand for alcohol in China. The country is set to surpass Japan as the world's second-largest spirits maker by value as sales probably reached US$11.4 billion last year, Diageo said earlier.
London-based Diageo reported its sales revenue surged 73 percent in China during the six months ended December 31 last year after sales of Johnnie Walker whisky doubled during the period.
United Spirits, an affiliate to India's UB Group, sells about 66 million boxes of liquor under more than 140 brands worldwide every year. Each box contains nine bottles. It accounts for more than 60 percent of the liquor and beer market in India, where annual liquor consumption is recorded at about 118 million boxes.
Source:佚名