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Now, it’s the turn of diet vodka
IT’S SURREAL. First, diet been vanished off the shelves on the no-cholesterol spiel. This time, it’s diet vodka. The health & wellness platform is working overtime at United Spirits Limited (USL) as Romanov vodka becomes the latest recipient of its ‘diet’ tag, after Kingfisher diet (beer) and McDowell No. 1 diet (whisky).
The diet epithet to a beer or cola is understandable owing to the high carb-and-fat original versions, but Romanov Diet Mate, in UB speak, is experiment number 1. Within a year of unraveling a diet whisky, the category accounted for 8% of the mother brand’s (McDowell No. 1) volume. It’s now time for the most malleable of all drinks, vodka, to do the talking. The company now feels that diet Romanov vodka will make up 10% of Romanov’s total sales by next fiscal. In a first of its kind, with no global precedent, USL launched diet vodka two months back, and sent a strong message to the competition. All big global vodka brands, such as Absolute (owned by the Swedish Vin & Sprit), Smirnoff (Diageo) and Grey Goose (Bacardi) come in different flavours, but not in a diet category. “It’s more of a gimmick than anything else,” says a top executive of an MNC liquor major. “We’ll wait and watch. United Spirits may even burn its ringers with diet vodka,” was yet another refrain from a domestic producer. The category is all too new and not many would like to offer a comment upfront.
As the competition waits and watches, Romanov Diet makes inroads into the rest of the country from Punjab, Haryana, Delhi, Rajasthan and UP. “We’ll roll out nationally in two to three months,” points out Debashish Shyam, vice-president, marketing, United Spirits, and category head of Romanov. The diet vodka includes a herbal ingredient, Garcinia, and is priced at an 8-10% premium to the original Romanov vodka. It all began three years back when the UB-owned Vitthal Mallya Scientific Research Foundation filed for patent of the Garcinia herb, an extract from the kokum fruit, known to increase body metabolism and hep burn body fat, thereby helping in weight control. After bagging the patent, Garcinia-enriched vodka became the buzzword at USL last year. All this, since vodka is considered a youth drink, a segment drained by increasing stress levels and health fetish, “An increasing number of youngsters are looking for healthier alternatives that fit into their lifestyle,” adds Mr. Shyam. While McDowell’s No. 1 diet whisky has stabilized at 8% of its mother brand’s volume of 9.5 million cases sold last year, USL expects diet vodka to cover at least 10% of Romanov’s total sales within just a year of operation. Romanov vodka sold nearly 0.85 million cases last year, and is growing a tipsy 45% year-on-year. The domestic vodka market is about three million cases, of which brands from the UB stable, Romanov and White Mischief, control 70%.
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