Usl brand info web version 18.2

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

India’s Largest Beverage Alcohol Group and The2ndLargest in the World

Total worth of its spirits division brands is over $ 5 billion US Dollars

Market Leader with over 59% market share of India Spirits Business

100 million cases in the year 2009-10

Portfolio comprises of a wide range of Brands including 20 Millionaire
Brands


20 Millionaire Iconic Brands


USL - Now Global # 2 Poised to become # 1
Has outperformed global competitors

Annual Volume
Company 3-year CAGR %
(Million Cases)
USL 100 15%

Global Peer Set

Diageo 111 2%

Pernod Ricard 96 2%


USL India – Undisputed leader by far
Has outperformed industry competitors

Incremental
Annual Volume
Company Volume
(Million Cases)
(Million cases)
USL 100 12

Peer set

Pernod Ricard India 16 3

Radico Khaitan 15 1.5


USL has out-performed the FMCG peer set on Revenue & Profit
growth
3 Year NSR 3 Year EBITDA
Company
CAGR % CAGR %
USL 26% 39%
Peer Set Average 16% 11%
Radico Khaitan 14% -1%
HUL 13% 17%
ITC 15% 11%
Nestle 20% 18%
Dabur 14% 18%
Britannia 20% 5%
Tata Tea 14% 8%


USL – Truly A Global Indian FMCG Company

% Share of turnover
Company from Overseas
Operations

USL 20%

Peer set

Marico 21%

Dabur 13%


USL PERFORMANCE HIGHLIGHTS

USL Brands grew 14%

World’s Top 100 Spirits Brands grew 1%*

18 of the Top 25 global Premium brands lost ground

Smirnoff, Bacardi, Johnnie Walker, Absolut collectively lost 4 million cases*

USL is one of two companies with more than 10 brands featuring in the Top 100 brand listing*

* Source – Impact International


Brand Performance Highlights

• Black Dog -
• McDowell’s No.1 - Largest Premium
Largest selling Brandy in the Scotch in India
world

McDowell No.1 - Largest • Celebration Rum -
Umbrella alco-bev brand in 3rd largest Rum in the world
• W&M -
the world 4th largest Scotch
Bagpiper -
company in the
Largest Whiskey world
in the world • McDowell’s No.1 -
2nd Largest non-Scotch
whiskey in the world

Widely recognized brands

USL has dominant market share & the fastest growing brands in most key
segments
Category USL Market Share Brand Ranking
(%)

BII Scotch

Premium Scotch 44% Black Dog 12 Yr (Rank # 1, Fastest Growing Premium Scotch)

Regular Scotch 6% Black Dog 8 Yr (Fastest Growing Regular Scotch)

Whiskey

Premium 60% Royal Challenge (# 2), Signature (# 3),
Antiquity (# 4, Fastest Growing Premium Whisky)

Prestige 61% Mc Dowell's No 1 (#1), DSP Black (#3, Fastest Growing Prestige Whisky)

Regular 55% Bagpiper (#1), OTW (# 3, Fastest Growing Regular Whisky)

Vodka

Premium -- ‘-

Prestige 7% Red Romanov (#2)

Regular 83% White Mischief (#1), Romanov (#2)

Regular Rum 56% McDowell’s Celebration (#1), Old Cask (#3, Fastest Growing Rum)

Regular Brandy 67% Mc Dowell’s No 1 (#1), Honey Bee (#2, Fastest Growing Regular Brandy), John Exshaw (#3)

Regular Gin 79% Blue Riband


USL’s 20-strong Million Case Club

WHISKY BRANDY RUM VODKA

Bagpiper McDowell’s No.1 Celebration White Mischief

No.1 McDowell’s Honey Bee Old Cask Romanov

Royal Challenge John ExShaw Olde Adventurer

Signature Bagpiper

DSP Black GIN

Director’s Special Blue Riband

Green Label

Gold Riband

Old Tavern

Hayward’s


USL is one of 5 brands tipped to become a
global brand from emerging markets

Financial Times,
London, July 19,2009


McDowell’s No.1 is India’s largest FMCG brand by retail value and
the world’s largest alcobev brand


USL’s 100 million cases (=3.6 billion bottles) would circle
the equator 14 times over

…alternatively cover the distance to the moon 1.5 times


Value Creation by USL & UBL
• Retail sales value

• USL ~ Rs. 30,000 Cr
> Rs.38,000 cr
• UBL ~ Rs.8,200cr

• Government revenue through excise and other levies

• USL ~ Rs.18,000 Cr
> Rs.21,000 cr
• UBL ~ Rs. 3,200 Cr

• Employment

• USL ~7,500 directly & ~ 75,000 indirectly

• UBL ~ 30,000 directly & indirectly


Iconic Properties


ROYAL CHALLENGERS
BANGALORE


ROYAL
CHALLENGE
RS
BANGALOR
E

ROYAL CHALLENGERS BANGALORE

Luxury Brands


The World’s Most Beautiful
Vodka
• It’s pink. It’s redolent of flowers
and fruit. And in its chic
perfume style bottle, it could
live on a vanity table.
• Created in Sweden by
champion wine tasters, Pinky
owes its elegance and
distinctive “ pink” taste to a
bouquet of violets, rose petals,
wild strawberries and other
botanicals, hand blended into
the vodka after distillation for
maximum flavor.


Luxury Portfolio - Wines


• Four
Seasons
Varietals

• Winner of
Sommerlier
India and
Internation
al Wines
Challenge
Award


Black Dog 18 YO Scotch
Whisky
• Black Dog 18 Year Old is a
Magnum Opus from the
acclaimed Black Dog stable

• Matured for a minimum of
18 years in oak casks, aged
malt and grain whiskies
have been skillfully
blended together to create
Black Dog 18 Year Old – a
sublime testament to the
art of luxurious indulgence.


Black Dog 18 YO Scotch
Whisky
• Inspired by the smoothness of
the ‘Black Dog 18’ blend, the
design uses a minimalist
approach
• Scottish scenery being treated
in an ‘evening’ tone – thus
enhancing a feel of calmness
and serenity.
• The richly coloured ‘Black Dog’
fly is a key signature of the
brand
• A ‘rich’ saturated blue has
been used to depict the
sophistication of the brand
with touches of light gold
depicting a sense of grandeur.


Black Dog- 12 Year Old Deluxe Scotch Whisky

Brand Highlights

• Largest selling Premium Scotch with
50% market share

USP:
125 year Brand heritage
Authenticity
Consistent quality


Black Dog- 12 Year Old Deluxe Scotch Whisky

Blend

• The blend contains a range of Scotches from the
Highlands, Speyside, Islay and the Lowlands
Distilleries

• Highland Scotches -rounded and dry character

• Speyside Scotches - refined smoothness

• Islay malts -phenolic character of peated malt

• Lowland malts- sweet character with a hint of
smokiness

• Overall Black Dog 12 Year Old Scotch is treasured for
its mellow Smoothness and its distinct palate



Communication

Black Dog Centenary 8 Year Old Scotch
Whisky

Brand Highlights

• Launched to commemorate 100
years of Black Dog
• A rich and rare 8-year old blended
Scotch whisky

USP:
unique blend of 32 fine aged single
malts
chill filtered at 0oC to elicit subtle
nuances


Black Dog Centenary 8 Year Old Scotch
Whisky

Blend

• a unique blend of 32 fine aged single malts

• seductive aroma and silky smooth tones, of the
Speyside malts lending their backbone to this
classic Scotch whisky

• Robust body, pronounced rich malt and oak and
sherry sweetness, spreads warmly in the mouth
like silent sea waves.


Antiquity Blue Rare Premium Whisky

Brand Highlights

• Finest & most expensive Indian whisky
• Won several blend awards including
Gold at World Beverage Competition,
USA (2007), in category for Scotches
(Single Malt/Blended/Specialist)
• Several International awards for
superior packaging including Worldstar
2006 & bronze at World Beverage
Competition, USA (2007)
• Ultra-premium variant of Antiquity
Rare, has established itself as the new
benchmark in the super premium
whisky segment growing at over 61%


Antiquity Blue Rare Premium Whisky

Blend

• Made from choicest malts,
mellowed in imported white-oak
casks and distilled in traditional
copper stills
• Has a rare touch of “HEATHER &
PEAT”, and is smooth with a
velvety feel on the tongue

USP:
Finest Indian whisky with world-class
credentials
Specially imported blue bottle in line
with brand ’s super-premium image.


Antiquity Rare Premium Whisky

Brand Highlights

• The only whisky in its class

• Won the ITQI Taste award at
Brussels in 2006
• Won the Gold Medal at Monde
Selection, Brussels in 2006

USP:
Blend of International standards


Antiquity Rare Premium Whisky

Blend

• Double distilled in special copper pot-
stills, matured in imported white-oak
casks

• Blended with choicest, imported vatted
malt spirit from Scotland, in
proportions which is a well guarded
proprietary secret


Mc Dowell’s Single Malt Whisky

Brand Highlights

• Developed to suit the palate of the
discerning Single malt drinker

• Made at our State-of-art Distillery at Goa

• First ever indigenously developed Single
malt whisky from Asia

USP:
One of the best Single Malts at highly
affordable price (best value for Money)


Mc Dowell’s Single Malt Whisky

Blend

• Its one of the very few single malt
whiskies produced outside Scotland

• Distilled in the pot still tradition it is
matured in oak casks for over three years
to deliver a distinct taste


Royal Challenge Finest Premium Whisky

Brand Highlights

• Synonymous with the finest Indian Whisky

• Largest selling Premium whisky of India

• 24-year Heritage brand with sales of over
1.2 million cases per annum

• Market leader with 33% market share

• Won awards at ITQI, Brussels and World
Beverage Competition, USA.

USP:
Finest Indian Whisky
Widely accepted for over 2 decades


Royal Challenge Finest Premium Whisky

Blend

• Full-bodied blend of imported scotch &
select Indian malts

• Carefully matured in imported white oak
casks to attain the unique blend which
makes Royal Challenge a connoisseur’s
delight


Signature Rare Aged Whisky

Brand Highlights
• One of the fastest growing brands in the
USL portfolio

• Awards Won for blend are-
– Grand Gold at Monde Selection, 2006
– Silver & Best in Class awards at the
International Wine & Spirits
Competition, 2005
– Bronze at Concours Mondial De
Bruxelles, 2005

USP:
World-class blend,
Attractive & Unique packaging,
Sharply positioned on ‘Success is Good
Fun’


Signature Rare Aged Whisky

Blend

• Exquisite whiskies from Scotland have been
combined perfectly with the finest aged Indian malts

• These are blended for an extended period of time to
ensure that the essence of various scotches, each
adding its distinct flavor, is present in every sip

• Highest quantity of scotch per drop among all the
premium Indian whisky brands resulting in an
unforgettable scotch-like experience


McDowell Signature Indian Derby 2010


McDowell’s No1 Reserve Whisky

Brand Highlights

• 4th largest selling Whisky in the world

• Combined sales of over 35 million cases FY 10 for the
whisky, rum and brandy franchise


• Smart Pack won a Silver at the 2005 Flexible Packaging
Achievement Awards and also got special Citations at
18th DuPont Awards for Innovation in Packaging

USP:
India’s favorite whisky,
Constant innovations in packaging, marketing, promotions
and consumer events has helped maintain leadership


McDowell’s No1 Reserve Whisky

Blend

• Superior whisky blended with scotch and selected
Indian malts matured in Scotch Oak cask

• In the Scotch oak cask the blend goes though a unique
Subtraction-Addition-Processing method

• Firstly the oak wood cask ensures bad congeners are
removed from the malt spirit giving it a woody finish
and a golden glow

• Subsequently it releases Tannin and polphenols, which
imparts aroma and colour

• Finally good congeners add to the smoothness of No.1
giving it a faintly sweet character


McDowell’s No1 Diet Mate Whisky

Brand Highlights

• Targeted at the health &
fitness-conscious drinker

USP:
World’s first diet whisky


McDowell’s No1 Diet Mate Whisky

Blend

The smoothness of a reserve
whisky is combined with the
goodness of ‘Garcenia’ - an ancient
Indian herb, which has the rare
ability to burn excess fat and
control cholesterol levels in the
human body


White Mischief Vodka

Brand Highlights


• Fastest growing vodka

• 5 year CAGR of 34%

• Sales of over a million cases

USP:
Brand name,
Frosted bottle,
Blue and white color,
Sharp and edgy communication
Excellent for preparation of cocktails


White Mischief Vodka

Blend

• Triple-distilled from the finest spirit and
systematically carbon filtered to the highest
levels of clarity and purity

• The clean and dry Extra Neutral Alcohol is
blended in close supervision and strict quality
control parameters to ensure a high quality
vodka blend


Romanov Red Vodka
• Derives it niche from
the choicest multiple
grains grown in India.
• Multi-distillation process
• Further refined through
multi-filtration
techniques to arrive at
a never before blend
captured by Romanov
Red.


Romanov Red Vodka
• Introduced in a shrink
sleeve packaging (the
bottle is made of red
sleeve that is
conspicuous and
attractive) for the first
time in India.
• Premium variant of
Romanov Vodka


Premium Romanov Vodka

Brand Highlights

• Sales in excess of a million cases

• 25% growth for the year ended March
31, 2010

USP:
World class Triple-distilled blend,
International packaging


Premium Romanov Vodka

Blend

• Rigorous 7-step manufacturing process to
attain a high level of clarity and purity

• Chromatography and sensory analysis by
experts

• Blended with extra pure demineralised water


McDowell’s Blue Riband Gin

Brand Highlights


• Has been delighting consumers for 47 years

• Available in contemporary packaging

USP:
Blend,
Heritage,
Wide acceptability and brand loyalty


McDowell’s Blue Riband Gin

Blend

• Blue Riband Gin is manufactured using high
quality extra neutral alcohol, extra-pure
demineralised water and choicest food flavors

• It has inviting top aroma of Juniper berry with a
whiff of coriander in the background


Blue Riband Premixes

Brand Highlights

• Pioneered premixes 15 years back
• Blend that is premixed to perfection,
Variety of flavours


Blue Riband Premixes

Blend

Duet - A mix of gin and lime, its distinctive
and refreshing hint of lime adds radiance
to any moment

Tango - A mix of gin and orange, its
distinctive and invigorating twist of
orange imparts an unmatched refreshing
relief to the consumers

Ice - It has a beautifully balanced aroma of
mint and subtle lime with emerging
layers of juniper berry. Very cool and
refreshing


McDowell’s No1 Celebration Rum

Brand Highlights

• 2 nd largest rum in the world with sales of 12.2
million cases (2009-10)
• Market leader in India

• Won The Superior Taste Award 2006 with 2
Stars from ITQI, Brussels, and also the Silver
award at the International Wine and Spirits
competition 2005 for its superior blend

USP:
Unique blend that is widely accepted,
McDowell’s lineage


McDowell’s No1 Celebration Rum

Blend

• Multi-distillation process through 5 copper
columns

• Characteristics of Jamaican rum aroma with a
spicy note at the background

• The rum spirit is matured for over three years in
oakwood barrels that give it a deep rich color,
perfect strength and extra smoothness

• Cutting edge Gas Chromatography process


Director’s Special Black Deluxe Whisky

Brand Highlights

USP:
Unique bottle and premium packaging

• Sales over 1.5 million cases


Director’s Special Black Deluxe Whisky

Blend

• Its rare and mature taste is a unique
combination of smoothness and richness
• Born of the classic fusion of handpicked
barley and malt, by the traditional
method of distilling


McDowell’s Green label Whisky

Brand Highlights

• Growth of McDowell’s Green Label -32%
for fiscal ending March 31, 2010

• Highly popular brand since its launch in
1994

• Worldstar '96 award for packaging
innovation

• Two Star rating for superior taste from
the ITQI (International Taste and Quality
Institute) Brussels (2006)
USP:
Extremely smooth blend,
Wide acceptability


McDowell’s Green label Whisky

Blend

• Its distinctive character is
due to the interesting
intermingling of malty,
spicy and nutty aromas.

• It engages the palate
with the sweetness of
rich malt and a hint of
spice

• The Blend has been
awarded a two star by the
international taste and
quality institute in 2006


Director’s Special Whisky

Brand Highlights

• Our Second largest selling Regular
Whisky

• 8% market share

USP:
Blend
Heritage
Wide acceptability


Director’s Special Whisky

Blend

• A skillful fusion of handpicked
barley and malt, this rich, golden
blend is a rare balance of
smoothness, flavour and strength


Bagpiper Deluxe Whisky

Brand Highlights

• World’s largest selling Whisky

• 17 million cased for fiscal ending March
31, 2010


• 30-year-old flagship brand of USL
USP:
Popular and widely accepted
Trustworthy
Strong blend
Bollywood connection


Bagpiper Deluxe Whisky

Blend

• Light malty aroma with a hint of
woody/earthy character at the background

• The malt spirits used in the blend are chosen
from malts matured in pre-identified
American oak casks

• These malt spirits, when blended in certain
proportion, gives a smooth woody aroma to
the whisky


Bagpiper Tetra

USP

• Tamper Proof

• Six Layer Protection

• Easy to Carry

• Light to Transport


McDowell’s No1 Brandy

Brand Highlights

•World’s largest selling Brandy with
sales of 9.8 million cases (2009-10)

• 40% market share in India

USP:
Popular and widely accepted,
McDowell’s lineage,
Consistent quality


Communication


Honey Bee Brandy

Brand Highlights

• Sales of 3.9 million cases -2009-10

• 16 % market share


Other Brandies from USL

Brand Highlights

Joie De Franc Premium Brandy
One of the premium brandy in India; sales of over 200,000
cases p.a,

VSOP Exshaw Premium Brandy
Sales of over 1,00,000 cases p.a,

VSOP Exshaw Deluxe Brandy
Sales of over 1,00,000 cases p.a,


United Spirits Ltd
Level 6-10, UB Tower, UB City
Vittal Mallya Road, Bangalore- 560001
Tel: 91-80-39856020
Web Site: http://www.unitedspirits.in


Usl brand info web version 18.2

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