United Spirits Ltd Company Profile: Products, Promoters and Clients

Question 1: What are the products and services of United Spirits Ltd?

United Spirits Limited is one of India's top alcoholic beverage companies and is part of Diageo Plc, founded on March 31, 1999. It is a non-governmental organization and is registered with the Registrar of Companies in Bangalore. The company offers a wide range of alcoholic drinks. USL's product lineup includes whisky, brandy, rum, vodka, gin, and ready-to-drink beverages, serving different types of customers. Here is a summary of what United Spirits Ltd. provides:

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1- Alcoholic Beverage Categories

United Spirits Ltd. provides a wide variety of alcoholic drinks. They cater to different customer needs, offering everything from budget-friendly choices to high-end luxury brands.

a)- Whisky

Whisky is one of USL's main products. It includes popular brands that attract different tastes and budgets.

• McDowell’s No. 1 Whisky: A mass-market leader, McDowell’s is one of India’s top-selling whisky brands, offering quality and affordability.
• Royal Challenge: In the premium segment, Royal Challenge is known for its smooth, rich flavour and appeals to mid-to-upper market consumers.
• Signature: This premium whisky brand is known for its distinctive, full-bodied taste and is marketed as a luxury product for discerning customers.
• Black Dog: Black Dog is a premium Scotch whisky brand, available in 8, 12, and 18-year-old sizes, catering to customers looking for a sophisticated choice.
• Johnnie Walker: As part of Diageo’s global portfolio, Johnnie Walker’s various labels (Black, Red, and Blue) are available in India, appealing to luxury-segment consumers.

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b)- Brandy

USL's brandy is very popular in Southern India and holds a significant market share.

• McDowell’s No. 1 Brandy: One of India’s most recognized brands, offering an affordable option with a rich taste.
• Honey Bee Brandy: Known for its smoothness and subtle flavour, Honey Bee Brandy is a favourite among brandy enthusiasts.

c)- Rum

The company makes popular rum brands that many people in India enjoy.

• McDowell's No. 1 Celebration Rum: This brand is famous for being affordable and having a robust and bold flavour.
• Old Cask Rum: This premium rum offers a unique taste for enthusiasts.

d)- Vodka

USL offers a diverse range of vodka products to cater to younger audiences and urban consumers:

• White Mischief: This is a best-selling vodka brand in India. It is trendy and reasonably priced.
• Romanov: This vodka is popular in the mass market. It is known for being easy to find and affordable.
• Smirnoff: This is a global brand from Diageo. In India, Smirnoff is a premium vodka known for its quality and smooth taste.

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e)- Gin

With the rise of gin’s popularity among urban consumers, USL has expanded its gin offerings:

• Gilbey's: Gilbey's is affordable and has a classic taste, attracting new and experienced gin drinkers.
• Tanqueray: Tanqueray is a high-end gin made by Diageo. It uses unique botanicals, making it a favourite among cocktail lovers.

f)- Ready-to-Drink (RTD)

RTD beverages are convenient, pre-mixed drinks designed for easy consumption:

• Smirnoff Ice: This is a ready-to-drink version of Smirnoff vodka. It is popular with younger people who want a refreshing and easy drink.
• McDowell's Platinum: This is a ready-to-drink version of the well-known McDowell's brand. It is available in some markets to meet the growing demand for convenient drinks.

2- Luxury and Super-Premium Segment

Through Diageo’s global portfolio, the company sells luxury and super-premium brands that attract wealthy consumers and collectors.

• Johnnie Walker Blue Label: Blue Label is a luxury Scotch known for its rich and complex flavours.
• The Singleton: This single-malt Scotch whisky offers unique flavours that attract luxury drinkers.
• Ciroc Vodka: Ciroc is a premium vodka made from grapes. It is famous for its smooth taste and appeals to high-end vodka fans.
• Baileys Irish Cream: Baileys is a famous cream liqueur that provides a luxurious, dessert-like drink.

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3- Non-Alcoholic Mixers

• The company offers non-alcoholic mixers alongside its alcoholic drinks. These mixers, like tonic water, are part of the McDowell's brand and help consumers quickly make cocktails at home.

4- Experiential and Customer Engagement Services

United Spirits provides various hands-on services to create a stronger bond with its brands:

• Tastings and Exclusive Events: USL hosts whisky, gin, and vodka tastings and special brand events to connect with customers, especially in the premium and luxury markets.
• Cocktail and Mixology Workshops: They run workshops with bars to teach people how to make cocktails, develop a refined taste, and build customer loyalty.

5- Corporate Social Responsibility (CSR)

United Spirits emphasizes responsible practices through several CSR initiatives, focusing on areas such as:

• Responsible Drinking Awareness: USL promotes responsible drinking to stop underage drinking and encourage safe alcohol use.
• Water Conservation Initiatives: The company participates in water conservation efforts through Diageo's Water of Life program, focusing on areas near its manufacturing units.
• Community Development: USL offers programs to improve education, health, and skills in communities near its facilities, helping to uplift society.

6- Distribution and Supply Chain Management

United Spirits has a vast distribution network in India, serving city and countryside markets. Their distribution strategy includes:

• Strategic Distribution Partnerships: The company partners with distributors, retailers, and bars to make sure products are widely available.
• Advanced Supply Chain: USL uses logistics and supply chain management to keep products available and of high quality, effectively meeting consumer demand.

Question 2: Who are the promoters of United Spirits Ltd?

The promoters of United Spirits Ltd are Diageo Relay B V, United Breweries Holdings Limited, Vijay Mallya, and Vittal Investments Private Limited.

Hina Nagarajan is the Managing Director and CEO of the company. Nagarajan holds a Bachelor’s degree from Delhi University and MBA from the Indian Institute of Management, Ahmedabad.  She is the only woman CEO of a liquor firm in India.

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