Packaged by Rexam Beverage Can India, a new Teacher’s Whisky RTD format is being rolled out across major markets in India, following an initial launch in Mumbai in December.
Available in two variants mixed with soda or cola, and packaged in Rexam’s 330ml cans produced at the Taloja Plant in Mumbai, the Beam Global Spirits & Wine ‘ready to drink’ products are said to be the first of their type, based on Scotch whisky, in India.
Helping to develop a brand identity that would appeal to the target market of premium beer consumers, Rexam worked closely with Beam Global India – the Indian branch of the fourth largest global spirits company MNC Beam Inc – from conception to commercialisation of the new product.
Venkii Iyengar, VP sales & marketing for Rexam in India, says: “The RTD whisky drinks are a new concept in the Indian alcoholic beverage market and we are delighted to have been able to help develop the brand identity and ensure its on-shelf impact through the design of the cans.”
Beam Global India VP operations Satish Kaul adds: “Working with Rexam to develop our new cans has been key to the success of the product. We have witnessed a high level of consumer demand for the new Scotch-based product, especially amongst premium beer drinkers.
“The cans have allowed us to introduce consumers to our Teacher’s whisky whilst maintaining the easy and refreshing drinking experience of canned beer.”
Rexam’s sales from ongoing operations in 2010 were in the region of £4.9 billion. The company has around 100 plants in more than 20 countries, employing around 19,000 people.
Teacher's Scotch whisky RTD cans - set for launch around India
