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2 new liquor brands from Shaw Wallace

December 20, 2004 15:09 IST

Liquor major Shaw Wallace will soon launch two new brands, one each in the whiskey and vodka segments.

While the whiskey would be in the deluxe category, the vodka brand would be positioned in the premium category, A K M A Shamsuddin, president of Shaw Wallace Distilleries Limited, said at the relaunch programme of its premium whiskey brand 'Royal Challenge.'

He claimed the company holds 65 per cent of the premium whisky market in the country through Royal Challenge, which was first launched in 1982. The liquor major expects to further increase its market share with the brand's 'new international look and superior taste.'

The company hopes to meet last fiscal's growth rate of 20 per cent, he added.
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