Aiming a major retail push for its global wine and beer brands in the Indian market, Diageo India Pvt. Ltd, the local arm of the world’s largest drinks company Diageo Plc., has signed sales and distribution agreements with two leading super market chains—Reliance Fresh and Shoprite Hyper stores.
Currently, only Maharashtra, Karnataka and Punjab have allowed malls and super markets to keep wines with a relaxed licensing rule.
Diageo has already launched its other premium spirit brands such as Haig Gold Label whisky and Captain Morgan rum in India through conventional-dealer network across the country.
“We have signed up with Reliance Fresh for retailing our wine brands including the world-reputed Blossom Hill and a few more brands comprising international and the soon-to-be launched domestic wines,” said Diageo India managing director Asif Adil. Initially, the Reliance Fresh outlets in Mumbai and Pune will stock the brands with outlets in other cities offering them as and when local rules allow such sales.
Diageo’s second retail tie-up in India with the South African retail major Shoprite Hyper was signed on Thursday. With this agreement, Shoprite will sell Diageo’s wine brands, as well as Guinness and Kilkenny beer, here.
Mint first reported on 24 July that Diageo’s plans to sign sales and distribution agreements with leading Indian retailers to tap the growing wine and beer market here. Diageo had recently launched three of its international wine brands— B&G, Blossom Hill and Piat d’Or, in India through duty-free channels. The company has now signed manufacturing agreements with two local wineries—Renaissance Winery Pvt. Ltd and Mountain View Wineries Pvt. Ltd in Nashik in Maharashtra—for making domestic wine brands.