Amrut Partners with IGL to expand premium alcoholic beverage market in North India
INDIA – Bangalore-based Amrut Distilleries, known for its single malt whiskies, gin, and rum, has entered into a brand licensing agreement with Indian Glycols Limited (IGL) to enhance its footprint in the northern Indian market.
This marks IGL’s entry into the premium Indian Made Foreign Liquor (IMFL) segment.
As part of the agreement, IGL will produce, sell, and distribute Amrut’s MaQintosh Whisky, Old Port Rum, Bejoice XO Brandy, and MaQintosh White Label Whisky across north India.
While the financial details of the partnership remain undisclosed, Amrut will oversee the blending process and ensure quality through its accredited packaging vendors.
Raju Vaziraney, advising president for IMFL at IGL, emphasized the strategic importance of the collaboration.
“This move leverages IGL’s strength at a time when demand for premium alcoholic beverages is at an all-time high. Through this partnership with Amrut, IGL aims to secure a double-digit market share in the premium segment within a few years,” he said.
India is primarily a brown spirits market, with whisky accounting for over 58 percent of IMFL consumption.
With this agreement, IGL adds a range of premium brands to its portfolio, complementing its existing non-premium offerings like Soulmate Whisky, Amazing Vodka, and Zumba Lemoni Citrus White Rum.
Soulmate Whisky alone sold over one million cases last year, highlighting the company’s robust market presence.
IGL, a specialty chemicals and beverages major, operates distilleries in Kashipur, Uttarakhand, and Gorakhpur, Uttar Pradesh, with a total bottling capacity of 2.82 crore cases annually.
The company has invested approximately Rs 1,100 crore (US$130.28M) in its spirits business and reported consolidated revenue of Rs 7,947.27 crore (US$941.2M) for FY24, with the spirits segment contributing 15 percent.
The company expects its spirits business to grow by 25 percent in the current fiscal year, driven by volume expansion and premiumization, which are also expected to enhance profit margins.
Established in 1983, Amrut Distilleries is globally recognized for its high-quality single malts and innovative alcoholic beverages.
This partnership is poised to strengthen its presence in the premium segment and enable IGL to broaden its product range, aiming to become a major player in India’s premium alcoholic beverages market.
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