Mumbai: India’s No. 2 liquor maker Radico Khaitan Ltd said on Thursday it has tied up with Japan’s Suntory Liquors Ltd for marketing and distributing two of its super premium brands in India.
The Indian firm will launch Suntory’s Yamazaki and Hibiki whiskey brands in India, the company said in a statement to the exchange.
“Radico Khaitan started its premiumisation journey by launching its own brands in the last few years...We are now bringing two Japanese premium whiskey brands, with these brands Radico will be entering a niche segment in the Indian market,” said managing director Abhishek Khaitan in the statement.
The brands will be priced from Rs 6,500 onwards.
In December 2010, Radico Khaitan had told Reuters it was in exclusive marketing tie-up talks with three overseas companies and hoped to make a couple of announcements in the first quarter of FY12.
Radico Khaitan, which has brands such as 8 pm whiskey, Magic Moments, Contessa rum and Old Admiral brandy in its portfolio, has a marketing tie-up with California-based Ernest & Julio Gallo.
It also has a joint venture with the world’s largest liquor maker, the UK’s Diageo Plc , to make and sell liquor products in India.