Alcohol Surrogates India
Alcohol Surrogates India
There are a thicket of regulations to navigate. Each state enforces its own rules, taxes and
legal drinking age, which runs as low as 18 in the state of Goa to 25 in Maharashtra.
Gujarat, Gandhi's birth state, remains dry
But companies get around the rules with so-called surrogate advertising in which
marketers sell bottled water, compact discs and other goods emblazoned with booze
brand names as a way to raise awareness.
Region-specific boost by governments
In India:
65,000 1 per 18,000
licensed people
outlets across In China:
the country 1 per 300
people
Beer
Some points to note
SABMiller advertises "Miller Time" clocks for High Life, which was
introduced last year and is positioned with a work-hard, play-hard
mentality
Kingfisher Ultra The Emperor of Good Times Ultimate Taste & Smoothness Fashion
Carlsberg Probably the best beer in the world Quality, Premium-ness Club glasses
Kingfisher Blue Blue Freedom Beer for the young and the adventurous Adventure Holidays
Leisure, lifestyle, fun
(Sports - Cricket, Racing, Fashion, Food,
Kingfisher King of Good Times Music Fest) Packaged Drinking Water,
Fosters Australian for Beer Raw Australian Machismo Packaged Drinking Water
Vodka
Overview
Vodka accounts for a small percentage of The market has been segmented, as follows:
the total liquor market Super Premium/ Luxury Segment Grey Goose,
Total size of the market is 5 million cases Belvedere, Finlandia, Smirnoff Black,
annually Premium segment Smirnoff (All others), Eristoff,
Vodka is considered a white spirit. The Wodka Gorbatschow, Ice
white spirit market is growing at 25% Semi Premium segment Shark Tooth, Magic
Has been growing at a rate of 35-40% Moments, Fuel, Romanov Red
annually in the last 5 years Regular segment White Mischief, Romanov,
Aristocrat, Class
Around 90% of the market is from the entry level and mid
priced brands. Rest is from the premium category
WodkaGorbatschow Purity Being Pure, and true to its Whoever you are, be pure Music CD
core, Bold
Romanov Wanna More Hip, Trendy, Colourful, I always crave for more Music CD
Desirable from life
White Mischief Being Flirtatious Stylish, Mischievous, A little Mischief. A lot of Music CD
Flirtatious, Youthful fun
Surrogate: Music CDs
Current communication - Print
In India, whisky is now seen as a drink for both older and younger consumers A contemporary and stylish
one, as compared to the erstwhile (perceived) imagery of a drink for the mature and evolved individuals.
One of the fastest-growing whiskey markets, it is estimated to be worth about $10 billion by 2013.
Over the past 20 years, the countrys growing middle-class with its disposable income, particularly among
youth, has increasingly quaffed whiskey.
Indians consume 200 million cases of whiskey a year, of which less than a million cases are imported foreign
liquor.
Vodka brands, on the other hand, used music CDs as surrogate that adhered to the
category code of partying, music and enjoyment/liberation
RECENT TREND
The recent socio-economic changes have given rise in aspirations of Indian consumers
There has been a substantial change in the needs, wants, desires and lifestyle of the young
Indians
More drinkers are coming into the fold across categories and brands are vying for their
attention through imagery building communications and/or associations
Brands have also started to re-look at their surrogates through the lens of consumers needs,
lifestyles or aspirations
Tuborg: Fun Starter Nights. Gives the fun-seeking TG a platform of enjoyment and expression coupled with
different genres of music OR non-alcoholic malt beverages that gives the brand a chance to broaden their target
base to ALL in the family across ages and genders
Kingfisher Blue: Adventure Holidays. Gives the differentiation-seeking TG a push for freedom from the mundane
routines of daily life
Blenders Pride : Fashion Tour. It appeals to the need to appreciate finer things in life
Signature: Golf accessories and Fashion. Gives a positive rub/boost to the intense need and aspirations of the
consumers to be seen as at par with the upper crust (the sophisticated and the successful) of society
To sum up
Today more and more leading alco-bev brands are carefully choosing and using
their SURROGATES that help drive in the imagery further
CONSUMER SEGMENTS
(their needs, aspirations, desires and BRAND ESSENCE &
expectations from alcohol) BRAND EXPERIENCE
Brandy
Brandy brands available in a store in Bangalore
Its contribution to the alcobev industry has grown from 17% in 2008-09 to 25% in 2012-13
It has seen growth rate of 11% from 63.58 million cases to 70.62 million cases in 2012-13
Tamil Nadu contributes roughly 65% of all brandy sales and the southern states together account for more than
95% of the market
In India, Brandy was considered for people who drank for the kick and not so much the taste.
That has changed in the past two years
Brandy is seen as a warm, no-nonsense drink for people with serious intentions and some what reserved in
nature.
Morpheous The spirit of France captured in a goblet success, ambition and dreams Music CDs
As a result, so far the category is found to adopt a more generic approach towards latching on to a surrogate
Recent exceptions : Morpheus and Kyron are premium brandies and it is seen that these 2 brands have Music CDs
as their surrogate, to appeal to a comparatively sophisticated audience
Brandy is localized only in Southern states and so far semi premium brandies like Mansion House are not seen
with mainstream communications that mandates for surrogates
Mansion House as a brand has been the official cheers partner in the previous IPL for Chennai Super Kings
However it is not known whether the brand has taken up IPL as a property that can be used as a long-term
surrogate