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Independent's Cruiser, the largest selling Australian RTD, was
launched here today, marking the beginning of the partnership between
the two.
Cruiser, an exotic fruit-flavoured vodka-based carbonated drink
with an alcohol content of 4.8 per cent only, is being introduced
in India in three unique flavours. Two of these - Raspberry and
Passionfruit - have so far not been available in RTD category in
India. The third is the popular 'Ice' flavour.
Cruiser will be rolled out nationally beginning with the launch
in Delhi
today. In Delhi, only Raspberry and Passionfruit flavours have been
introduced. Cruiser is priced at Rs 40 for a 330 ml bottle.
The RTD market in India is expected to grow to about four lakh
in the year 2003-'04.
"In view of RTDs being a new category in India, we have been
seeking an international partner with rich expertise in the category.
Independent's core competence is RTD. It is the world's third largest
RTD player today. Its leadership in RTD is built on innovation.
We believe together, we make a winning combination," McDowell
president Vijay K Rekhi said in a press conference .
According to Independent Liquor MD Michael Erceg, "As a global
RTD player, we have been watching India's nascent RTD market with
interest. We are pleased that our alliance with McDowell makes the
introduction of Cruiser a reality today."
RTDs are a thriving 250 million cases (each case of 9 litre) market
worldwide. In India, the category was introduced in second half
of 2002.
The US $200 million Independent Liquor Group commands a market
share of 32 per cent in the 26 million cases per annum Australian
RTD market. Australia has the highest per capita consumption of
RTD in the world. McDowell has a market share of 26 per cent and
turnover of Rs 14,620 million in India.
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