USL targets sale of 1 crore cases of Royal Challenge by 2019

USL targets sale of 1 crore cases of Royal Challenge by 2019

New Delhi: The country’s largest liquor maker, United Spirits, is planning to sell one crore cases of its premium whisky brand Royal Challenge over the next decade.

After rebranding and relaunching Royal Challenge, the company is targeting young customers and utilising platforms like the T20 cricket tournament Indian Premier League and Formula 1 racing to sell the brand.

“Our objective is to take our brand (Royal Challenge) to 10 million cases in the next 10 years. It is the 10 by 10 programme which we are embarking on," United Spirits business head Debashish Shyam told PTI.

He said the firm had finished rebranding and the image makeover exercise of Royal Challenge.

Asked about the investment for the campaign, he said: “It will go up significantly."

Speaking about the brand, he said Royal Challenge is a market leader in premium whisky, priced at Rs500-600 per 750 ml bottle in different markets, and it is very difficult to sell volumes in this segment.

When asked about rival brands, he said Blenders Pride from Seagram’s is the nearest competitor of Royal Challenge in the segment.