United Spirits Launches Bagpiper, Celebration in 60 ml and 90 ml "Bullet" Packs

Biggest Packaging Innovation in the Spirits Industry in 2008

Bangalore, January, 2009. United Spirits Limited, the world's 3rd largest spirits company and the flagship brand of the UB Group, today unveiled Bagpiper Whisky and McDowell's Celebration Rum, in a revolutionary "bullet" pack of 60 ML and 90 ML respectively, creating the biggest packaging innovation for the spirits industry this year. Developed in association with Sarong of Italy, this unique tamper evident pack will have all the advantages of a sachet while retaining the image of a bottle. The new pack for the two millionaire brands from United Spirits is expected to drive upgradation for the consumers from cheap liquor and country liquor to the IMFL brands.  This will have a significant bearing on the growth for United Spirits as the company will now have a much bigger consumer footprint and help penetrate the rural heartland of India. It will benefit the government equally as the revenue from branded liquor, will augur well for the State exchequer.  
According to V K Rekhi, President and Managing Director, United Spirits Limited, "United Spirits has always been ahead at the helm of innovation in providing products that suit every pocket, need and taste. This has kept us two steps ahead of competition. The launch of Bagpiper and Celebration in this never before packs, will drive access to semi urban and rural population and will further strengthen our market position. Consumers can now enjoy authentic brands in an easy to carry format and at an affordable price. We take great pride in introducing this innovative pack with a winning proposition for our consumers, trade partners and the government."
Last year, the ban on country liquor in Karnataka opened up an opportunity for IMFL players. In other States, special drinking occasions were the only point of engagement between IMFL brands and the consumers in the cheap liquor segment. While the expectation was consumer migration to the regular segment brands, the price gap still needed to be addressed before the shift. The consumer was forced to buy a 180 ml bottle which was also inconvenient to carry or buy 60/90 ML measures at the outlets with the overriding concern of measure tampering and contamination.  
Bagpiper 60 ML and Celebration 90 ML "Bullet" packs are priced at Rs.22 and Rs. 26 respectively. Given the flexible pouch like packaging, the consumer can carry and store it with ease.  "This is an important milestone in value creation by United Spirits, something that others cannot replicate very easily, "added Mr. Rekhi. The packs will be initially available in Maharashtra and Karnataka.

About Sarong:
Sarong is a privately owned Italian packaging solution company located in Reggiolo (RE) in north Italy. It was established in 1972 with the aim to introduce the first fully automatic packaging machine for the production of pharmaceutical suppositories.  Over the years Sarong has extended the range of packaging materials produced in a brand new plant and have obtained ISO 9001:2000 certification from TUV. Sarong provides thermoforming machines, packaging materials and contract packaging services worldwide. Sarong is a  market leader for pharmaceutical suppository packaging machines, with more than 600 machines sold in 50 countries; provides  food, cosmetic and personal care, household and cars monodose packaging solution with vertical and horizontal thermoforming machines; owns more than 30 patents.

About United Spirits Limited:
United Spirits Limited (USL) is the INR 4000 crore (USD 1 billion) spirits arm of the UB Group. USL was earlier McDowell and Company Limited. USL is headquartered in Bangalore with a global footprint and has 7500 employees across various locations. USL has a portfolio of more than 140 brands, of which 17 are millionaire brands (selling more than a million cases each year) and has manufacturing and bottling units in 67 locations across the country.
USL represents the merged entities of erstwhile McDowell & Co. Limited, Phipson Distillery Limited, United Spirits Limited, Herbert sons Limited, Triumph Distillers and Vinters Private Limited, Baramati Grape Industries Limited, United Distillers India Limited, McDowell International Brands Limited and Shaw Wallace Distilleries Limited. The erstwhile McDowell & Co. Limited was first established as a proprietary business in 1826.
For detailed information, please visit www.unitedspirits.in