| Global drinks giant Diageo is uncorking plans outside the spirits space. The UK-based behemoth is expected to hit the market with locally-bottled Guinness beer next year, reports Economic Times.
Significantly, Diageo India has roped a senior executive from local wine maker, Sula Vineyards, to spearhead its wine foray. (DelWine had already reported about this move a couple of months ago. For details click http://www.indianwineacademy.com/dm_111_item_7.asp )
Adrian Pinto, who helmed marketing operations at Sula, is carrying the mandate to establish a wine business for Diageo. This could include showing up with locally-made wines as well as developing the franchise for imported brands. In this context, it must be mentioned that Diageo has been courting a local wineries for an equity JV or a contract filling arrangement.
Diageo India MD Asif Adil told ET: "The aim is to be present in every segment of the alcoholic beverage industry. India is clearly important for Diageo Plc." The entry of Guinness Stout beer is an indication of Diageo's aggressive plans to show up with a sizable business in India , and China , where it trails nearest global rival Pernod Ricard.
Diageo is likely to bring in Guinness by 2008 through contract bottling, and price it at a premium to the mainstream beer market. "We think Guinness is a natural fit for Indians in terms of colour (dark), being heavy (it is filling) and taste (Caramel added)," Mr Adil added.
For details visit: www.economictimes.indiatimes.com
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