“Marketing practices in liquor industry with

reference to The Edrington Group”

Harsh Jasrotia
PGDM 15/016
• Scotch Whisky Association has declared India as one of the
fastest growing whisky markets in the world.
• India's total alcohol market is worth about £7billion a year.

• Sales for 2006 were valued at $48 million and in 2007 a new
record was achieved, with £2.8 billion of whisky exports.
• At present in India Scotch consumption is estimated at
around 7 lakh cases (of 9 litres each) annually and it is
growing at around 12-15%.
• The company was founded in Glasgow in 1860 by William
A. Robertson.

• Originally named Robertson & Baxter and Clyde Bonding

Company.

• The Robertson sisters, Misses Elspeth, Agnes, and Ethel

inherited the controlling interest in the company from their
father and founded a charitable trust, The Robertson Trust
in May 1961. The business was renamed Edrington after a
farm next to their estate in the Scottish Borders. Today The
Edrington Group is wholly owned by the Trust.

• The Trust gave a record £7.4 million to charitable causes

last year.
• In the New Year Honours 2008, the Edrington Group's
chairman, John James Griffin Good, was made a Knight
Bachelor "for services to Scotland".

• The Group is a major private group in the Scotch whisky

industry with a number of specialist operations covering
every facet of Scotch whisky distilling, blending and bottling.

• They are Scotland's leading international premium spirits

company. Owner and manufacturer of the best known Scotch
brands in the world.
•Liaison office setup in 2000
• Severed ties with Radico Khaitan in June 2007
• Floated Edrington Marketing Pvt. Ltd. (Wholly
owned subsidiary by The Edrington Group)
The Primary Objective of the research undertakes was to find
out the market share of The Famous Grouse ‘Finest’ among the
liquor stores of Delhi.

Secondary Objective
• The major Scotch Brands available among the liquor stores.
• Consumer preferences among the Scotch available.
• Sales pattern for various Scotch brands.
• Price of the same Scotch in different channels.
•Descriptive and Cross-sectional
•Source of Data - Primary survey covering Delhi
• Method of Research - Personal visits, questionnaire
•Sampling Technique - Simple Random Sampling
•Sample Size - 17
•Area covered- Delhi
•100 plus famous retail liquor vends but only 20 licensed liquor
vends.
 Channel wise availability of
Frequency Percent
Scotch DSIDC 3 17.6
Distribution Channel DSCSC 1 5.9
DTTDC 2 11.8
10
DCCWS 1 5.9
L-52 10 58.8
8 Total 17 100.0

From the above table and histogram it

Frequency

6
is clearly shown that L-52 vendors in
Delhi have shown more interest in the
4 sale of imported scotch. Thus
companies need to advertise heavily
among the Govt. owned channels so
2
as to increase the shelf space of their
Mean = 3.8235 product with their outlets.
Std. Dev. = 1.62924
0 N = 17
0.00 1.00 2.00 3.00 4.00 5.00 6.00
Distribution Channel DATA ANALYSIS.doc
•The availability
of Red label is
more than any
other brand of
scotch available,
followed by
Black Label
which is also
owned by Johnny
Walker.

•The Famous
Grouse
‘Finest’ should
be made
available with as
many channels
possible.
In South Delhi retails
shops are keeping the
maximum number of
imported brands than
in any other area of
Delhi.
• High end brands easily available in private liquor stores

• Scotch is more popular with liquor stores in South Delhi

•Low Availability of The Famous Grouse ‘Finest’

• Red Label is the market leader

• Presence of other brands in the grey market

• Increase Shelf space and market presence

• Tie up with more channels

• Organizing Events and sponsorships

• More Brand Promotions

• Create a brand image

• Holding more Nosing and tasting session

• Increasing their product portfolio

• Tie up with event management companies

• Knowledge on liquor industry

• Working Stamina

• Be positive

• Patience

• Punctuality

• Listening Skills

• Never to be disheartened by failures