Absolut Vodka to broaden distribution in India

mam/headlines/yMUMBAI: V&S Absolut Spirits has announced their plans to increase the availability of Absolut Vodka to the Indian consumers through distribution house Kyndal India (Private) Limited (KIL), a 100 per cent subsidiary of Whyte & Mackay.

KIL and its strategic partner Shaw Wallace will carry out the distribution of Absoult in India. The spirit will be priced at Rs1,500 upward. It would vary from state to state based on local taxes, a company release informs.

Absolut Vodka, which was listed the most luxurious brand worldwide by Forbes magazine in 2002, will increase distribution in Delhi, Mumbai and Bangalore first.

The release quotes V&S Absoult Spirits president Bengt Baron as saying, "Absolut is today available duty-free in India. But consumer demand is increasing and therefore we are now broadening distribution. Together with our distributor KIL, our initial aim is to increase the spirit's presence in top bars, restaurants, hotels and selected liquor shops mainly in Mumbai and Delhi."

KIL's regional director Siddharth Banerji adds, "Till now the parties in India have been rated on the type of whisky served. With the launch of Absolut in the retail market, the whole concept of parties in India will undergo a drastic change. They will be rated on the premium vodka they serve."

In 1999, the Advertising Age listed Absolut's advertising campaign among the 10 best advertising campaigns of the past century.

Till date, more than 1000 ads with the basic idea of interpreting things from the 'Absolut perspective' have been produced world over the release states.2k3/dec/decmam76.htm

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