Subscriber login Close [x]
remember me
You are not logged in.

Diageo sparks whisky war in India

Published:  23 July, 2008

INDIA: Diageo sparks price war by cutting prices across its premium whisky brands

The move is expected to force Pernod Ricard South Asia Ltd, Beam Global Spirits & Wines inc, and Genmorangie Co among others to revisit their own Indian pricing strategy.

The price war also comes ahead of an expected launch of Whyte & Mackay Scotch whisky brands by UB Group, in time for Diwali on November 9.

Diageo has slashed two variants of its best-selling Johnnie Walker whisky by 20-37% depending on the state with the exception of Maharashtra, the company's India's marketing director Santosh Kanekar said.

"We will reduce prices of our vodka brands such as Ciroc and Smirnoff as well in almost the same rate."