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New
Delhi: Radico
Khaitan has launched a new brand, the 8PM Bermuda rum.
Priced 6-7 per cent higher than the company''s best selling
rum brand Contessa, 8 PM Bermuda will compete in the premium
rum segment dominated by McDowell''s Celebrations.
8
PM Bermuda is the third brand in Radico''s rum portfolio,
the other two being Contessa, which sold 2.05 million
cases during 2002-03, and Black Cat, which saw a 300-per
cent jump in sales to below half-a-million cases since
it was acquired in April 2003.
While
Contessa rum and Black Cat rum have given Radico a lead
in the defence canteens, the new Bermuda, an extension
of 8 PM brand after whiskey and apple juice, is expected
to bolster the company''s rum sales in bars, restaurants
and retail market.
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