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F Beverages Ltd, an affiliated company of Fashion TV, has tied up with liquor firm Kristal Spirits to introduce its vodka brand, Fashion Vodka, in India. The company hopes to capture 10 per cent market share in the premium vodka segment in the first year.
Kristal Spirits will be manufacturing the product in Punjab. The brand is imported from Poland in all the remaining 55 countries. Fashion Vodka will be priced Rs 700 and upward.
Although vodka comprises only 3 per cent of the Indian spirits market, according to the recent International Wine and Spirits Report, white spirits in general and vodka in particular are growing fast at 22 per cent compounded annual growth rate against an industry average of 12 per cent.
Kristal Spirits aims to capture a significant stake in the one million case unit-strong premium vodka segment. The brand is targeting sale of 72,000 case units within the first year of launch.
Stavros E. Stavro, co-founder and MD, F Beverages FTV, said, “We have aggressive distribution plans for India and aim to cover the 10 top major cities in the near future.”
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