CIABC, a liquor industry group lobby, has urged the consumer affairs ministry to allow unfettered advertising rights for brand extensions, provided there is no misrepresentation or miscommunication. This request follows a recent government directive asking alcohol makers to submit a list of surrogate products sold under identical brand names within 15 days.
Lalit Khaitan is the man behind well-known liquor brands like Magic Moments, 8PM Premium Whisky, Rampur Indian Single Malt Whisky, Regal Talon Whisky, and many others.
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Around three months back a small liquor company, which has not been covered by any analysts and ignored by the street, announced that sales of its recently launched single malt had crossed a certain threshold. The market cap of the company went up three times in less than two months. After that stock has corrected but still is quoting very close to the high it had formed post the news. That is the power of a brand and also the fact at this point in time, the street is hungry for any new idea and a possible success story has led to this kind of reaction. But there is another thing which needs to be realized that in the liquor industry, probably some of the Indian promoters have realized that if they have to move up in the ladder, they need to have strong brands, even if it means investing better and having patience. The only unanswered question and also probably the risk associated is whether these promoters are ready to have better transparency and higher corporate governance standard