Seagram India launches Fling

NEW DELHI: Seagram India, a part of the Pernod Ricard group, has launched Fling - a premium vodka which marks the Seagram?s entry into the Vodka category in India.



Fling is an international brand name under license to Seagram Manufacturing Pvt. Ltd. from Pernod Ricard, Nederland. Starting with Mumbai, Fling will be launched in all metros by January 2004 and will be priced at Rs 390 (+taxes) in Mumbai.

Seagram India vice president - marketing Sumeet Lamba, while sharing the company?s plans for marketing Fling in India said, ?Entry into the exciting and volatile white spirits market is a very challenging task. Fling targets young urban young people who work smart and party hard. And, who are confident and ambitious. Fling?s interaction with its consumers will reflect these values across retail, hotels and restaurants and in consumer communication. Fling will carve a solid niche for itself in the coming months, through hi-decibel activity and a superior product delivery.?

?The brand will work towards building an indelible and unique connect with consumers by pervading their mind space,? he added

According to information released by Seagram, the vodka market in India is approximately 600,000 cases with a current growth of 25 per cent. This growth rate, while from a small base, is in stark contrast to the below 10 per cent growth of the spirits category as a whole. The vodka/white spirits market is still at a very nascent stage in India. As incomes rise and consumers have more venues to frequent, the contribution of Vodka to the IMFL category will increase substantially. This has been the international trend. Seagram intends to be a significant player in this burgeoning segment. The launch of Fling allows Seagram to further solidify its franchise with consumers in their mid 20?s.

The company is also actively looking at the possibility of innovative and exciting brand extensions for Fling.

Quality attributes of Fling

- Fling is blended with pure American grain vodka specially sourced from Lawrenceburg in the USA.

- Worldwide, all the best vodkas are made from grain, as that is considered the best input for high quality vodka.

- The US is on par with Russia and Sweden as the base for premium quality vodka. The US is also known for the purity of its grain, especially grain sourced from the state of Indiana where the pure American grain vodka of Fling comes from.

- Added to this is the fact that Fling is manufactured through a process which involves at least 108 stages of continuous distillation, thereby ensuring sublime purity and smoothness. This process is not used by most other vodkas in India.

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