India Glycols Limited (IGL) (NSE: INDIAGLYCO, BSE: 500201), a leader in specialty chemicals and beverages, has announced its entry into the premium alcoholic beverages (alcobev) market through a strategic partnership with Amrut Distilleries. The collaboration will see IGL manufacturing, distributing, and selling select premium brands from Amrut in North India, marking a significant step in its expansion within the alcoholic beverages segment.
Brand Licensing Agreement
Under a newly signed brand licensing agreement, IGL has acquired rights to produce and market some of Amrut’s most renowned brands, including:
- MaQintosh Whisky
- Old Port Rum
- Bejoice XO Brandy
- MaQintosh White Label Whisky
These products cater to the growing demand for premium alcobev options in the region. Notably, Amrut’s Old Port Rum is celebrated as one of the largest rum brands globally, while MaQintosh Whisky is recognized for its distinctive blend.
Commitment to Quality and Collaboration
As part of the partnership, Amrut Distilleries will oversee the blend formulations and ensure high-quality packaging standards through accredited vendors. Meanwhile, IGL will focus on building Amrut’s brand equity in North India, maintaining its premium positioning and quality benchmarks.
Mr. Raju Vaziraney, Advising President IMFL at IGL, expressed optimism about the partnership, stating:
“With the demand for premium alcobev products at an all-time high, this move leverages IGL’s strengths and aims to secure a double-digit market share in the premium segment over the next few years.”
Premium Portfolio Expansion
India’s alcobev market remains heavily skewed toward brown spirits, with whisky dominating over 58% of the Indian Made Foreign Liquor (IMFL) market. Rum and brandy also hold substantial market shares, making Amrut’s diverse premium portfolio a natural fit for IGL’s ambitions in the segment.
Mr. Vaziraney added:
“Amrut’s range perfectly complements our vision for the premium market. This partnership enables IGL to expand its product offerings and become a major player in the premium alcobev category.”
State-of-the-Art Facilities
IGL’s distilleries in Kashipur (Uttarakhand) and Gorakhpur (Uttar Pradesh), which produce high-quality Extra Neutral Alcohol (ENA), will play a pivotal role in this expansion. These facilities already support the production of IGL’s popular regular-range brands such as Soulmate Whisky, Amazing Vodka, and Zumba Lemoni Citrus White Rum. Notably, Soulmate Whisky sold over a million cases last year.
Strategic Growth Plan
The partnership with Amrut completes IGL’s product portfolio, positioning the company to compete effectively in the premium alcobev segment. By focusing resources on this high-growth category, IGL aims to cement its presence as a key player in India’s evolving alcoholic beverages market.
This collaboration underscores IGL’s commitment to leveraging market opportunities and delivering high-quality products that meet the preferences of modern consumers.