Cutty Sark can now ‘compete effectively’ in India
Edrington has said its decision to bottle Cutty Sark outside of Scotland for the first time has allowed it to “compete effectively” with other Scotch whiskies in India.
Cutty Sark has extended its bottling operations in IndiaIt was revealed in September last year that the group had expanded its global distribution network by forming a new Indian unit to bottle and distribute its Cutty Sark blended Scotch brand.
The joint venture between Edrington and Kyndal Group, named Edrington Kyndal Group, allowed the Scottish group to move forward with its plans to achieve 10% of the Scotch whisky market in India over the next three years.
The unit exclusively bottles Cutty Sark meant for the Indian market, helping to soften India’s substantial import tariffs.
“Around 60% of the Scotch consumed in India is bottled locally,” said Susy Atkinson, corporate affairs manager for Edrington.
“This is the first time that Cutty Sark has been bottled outside Scotland and it gives the brand the ability to compete effectively with other premium Scotch whisky brands and reach more consumers in what is the world’s biggest market for whisky.”
The brand’s new Goa bottling plant opened last week, allowing for India-bottled Cutty Sark to be more widely distributed across the country.
Cutty Sark bottled in India carries an RRP Rs1,400, whereas imported bottles were priced Rs2,600. However prices are subject to variation across Indian territories.
The Economic Times reports that Edrington Kyndal Group is aiming to expand into 26 cities in India by early 2016.
