Indians are getting all sorts of recognition worldwide – now are they going to be known as the world’s biggest drinkers too? Thanks to Vijay Mallya, Chairman of the UB Group, they may get that distinction! United Spirits Limited (USL), the flagship company of The UB Group, has crossed the milestone of a sales volume of 100 million cases for the fiscal year ended March 31, 2010. This translates roughly into 26.5 billion bottles, making United Spirits the second-largest spirits company by volumes after Diageo, which is the largest in the world.
“We have done extremely well, despite the economic slowdown this year,” noted Vijay Mallya, Chairman, The UB Group, according to Business Wire. “It wasn’t long ago that we were merely a 3 million case company. We have created a new history in the world of beverage alcohol by selling 740 million cases in about a quarter of a century. The Indian spirits industry today is pegged at 236 million cases and USL has a 59 percent market share in India in the segments it operates in. We are certain that our additional sales in the next financial year will take us to the No. 1 position globally.”
NRIs will recall the Old India of prohibition, ‘dry days’ and bootlegged liquor. Now it’s open bar with a multitude of companies fighting for the sips of millions, and new consumers joining the ranks every day. In fact, according to USL statistics, while the world’s top 100 spirits brands collectively grew only 1 percent and 25 global brands lost ground in this new economy, the USL brands actually grew 14 percent. There were launches last year of the Black Dog 18 YO in the super premium Bottled-in-India (BII) scotch category and McDowell’s Platinum whiskey in the premium category.
Those who keep track of the benefits to humanity will be glad to know that the 100 million cases contributed government revenue of Rs. 18,000 crores through excise and other levies.
While a lot of liquor will presumably be exported, the domestic market is the biggie, the 800 pound gorilla. And with more than 100 million potential consumers entering the legal drinking age in the next 5 years, the numbers are certainly going to explode. What can one say except – cheers!
