As a result of the partnership with the largest spirits company in India, Diageo, the maker of Johnnie Walker Scotch and Smirnoff vodka is aiming to derive about ten per cent of its total business from the country according to Diageo’s Chief Executive Ivan Menezes. Diageo, the world’s largest distiller based in London, over 30 per cent of its total sales from North America.
The Business Standard says, however, India has managed to grab the spotlight among the growth and revenue share it derives from emerging markets. In the first half of fiscal 2014, the company said it net sales in India grew 35 per cent against an average growth of 1.3 per cent in all emerging markets combined. Diageo attributed the growth to share gains and initial distribution gains from their sales promotion agreement with United Spirits after it began distributing its brands through the 65,000 outlets of United Spirits. “It is my ambition that all our markets have the capability which United Spirits has – to launch an innovation into 95 per cent of outlets in 5 days,” he explains.
