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[March 04, 2006]
Whisky galore
(The Economic Times (India) Via Thomson Dialog NewsEdge)Moet Hennessy India, a market leader in champagnes and cognacs and also known for its luxury vodkas, is now foraying into the whisky segment with the launch of Glenmorangie premium single malt whisky and Ardbeg, single Islay malt Scotch whisky in India. Bill Lumsden, master distiller, Glenmorangie plc, was on a visit to India to provide the malt whisky experience to consumers in both Delhi and Mumbai.In an exclusive interview with Raja Awasthi, Lumsden speaks about his plans for India and liquor industry world-wide. Excerpts:Single malt whisky accounts for only a small percentage of overall whisky volumes. But over the years it has witnessed a significant growth. Now major spirits producers are looking at new markets internationally? Which are these markets and why?
The attention single malt whisky has received lately underlines how important the sector has become to the whisky business, not only because of its premium nature and marketability but also because of the impressive growth the category has been showing.
Thailand, Taiwan, Japan, China, Malaysia, Korea, Singapore and India are the biggest whisky consuming markets in Asia. The challenge really is to convert the whisky drinkers who primarily prefer blended whiskies, to single malt drinkers. Moreover, it is equally important for us to consolidate our position in the existing malt whisky markets. Asia is a big focus market for us and we are confident of making in roads in a big way in the malt whisky category.
Are you looking at India as a potential market in years to come?
Moet Hennessy India has a history of providing premium brands to the Indian consumers.We have succeeded in providing the finest range of products in every segment that we are in - cognacs, wines, champagnes and vodka. With the launch of Glenmorangie we will be able to offer a complete portfolio of premium, luxury brands to our customers. With over 65% of the consumers of the Indian Made Foreign Liquor segment being whisky drinkers in India, Moet Hennessy aims to secure a fair share of the market.
According to a research, the single malt whisky and the worldwide trend of consumers are moving away from blended whisky towards single malts. How fast is it happening and why?
Though there has been a marked transition towards single malts, the growth is not really as fast paced as we would like to see. Given the size of the blended Scotch whisky market, single malts account for only 100 million cases worldwide.
The shift is partly to do with the fact that people are now able to appreciate and buy expensive brands. Consumer education about single malts on a continuous basis too plays an important role in making potential customers more knowledgeable and eager samplers. Moreover, once a consumer has tried Glenmorangie, in my experience he will never go back to blended whisky.
How do you see the single malt whisky market growing internationally in years to come?
Worldwide only two categories are growing at a fast pace - vodka and malts. I will be a little disappointed if we are not able to double the size of the single malt whisky market in a few years time as the product is really good.
The biggest barrier that we need to cross to be able to meet our targets is really to convert the blended whisky drinker to single malt whisky drinker by creating awareness through whisky tasting sessions for both the consumer as well the trade. Consumer engagements during the initial launch phase and thereafter are customary efforts towards increasing consumer trials.
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