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Rexam develops India’s first ready-to-drink whisky beverage

Rexam develops India’s first ready-to-drink whisky beverage, Rexam, Beam Global Spirits & Wine India, packaging, Asia
INDIA –
For its new ready-to-drink whisky beverage, Beam Global Spirits & Wine India decided to use Rexam’s beverage cans and its advanced printing techniques to enhance its new product’s retail appeal.

The new Teacher’s ready-to-drink alcoholic beverages are India’s first Scotch-based variants available in this instant format, and consist of two varieties of Teacher’s scotch whisky premixed with either soda or cola.

Rexam Beverage Can worked closely with Beam Global India - the Indian branch of the 4th largest global spirits company MNC Beam Inc - from conception to commercialisation of the new product, helping to develop a brand identity that would appeal to the target market of premium beer consumers.

The drinks are packaged in Rexam’s 330ml cans, which are produced at the Taloja Plant in Mumbai, and take advantage of Rexam’s advanced printing techniques to enhance the products’ on-shelf appeal.

Satish Kaul, Vice President of Operations at Beam Global India, said working together with Rexam to develop the new cans has been key to the success of the product: “We have witnessed a high level of consumer demand for the new Scotch-based product, especially amongst premium beer drinkers.

“The cans have allowed us to introduce consumers to our Teacher’s whisky whilst maintaining the easy and refreshing drinking experience of canned beer.”

“The ‘Ready To Drink’ whisky drinks are a new concept in the Indian alcoholic beverage market,” commented Venkii Iyengar, Vice President of Sales and Marketing for Rexam in India.

“It has been great working with Beam Global through the entire process of this product’s development and we are delighted to have been able to help develop the brand identity and ensure its on-shelf impact through the design of the cans.”

Teacher’s ‘Ready To Drink’ beverages were launched in Mumbai in December 2011. The product will be rolled out across the other major Indian markets in the first quarter of 2012.

 


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