Liquor maker Radico Khaitan has reported a 28.57 per cent rise in its net profit at Rs 20.7 crore for first quarter ended June 30, 2011, against Rs 16.1 crore in the corresponding period a year ago.

Its net sales rose to Rs 375.9 crore for the first quarter ended June 30, 2011, against Rs 326.1 crore in the same period previous fiscal.

“Our focus on brand building and premiumisation is demonstrated by strong volume growth in premium brands of over 22 per cent. We intend to continue to build consumer awareness for our premium brands through marketing campaigns and increased distribution. We expect our premium brand portfolio to contribute significantly to our net sales in the current year,” Mr Lalit Khaitan, CMD, Radico Khaitan said.

Mr Abhishek Khaitan, Managing Director, said, “Radico plans to launch a nationwide marketing campaign for After Dark, which is expected to increase brand recognition and result in further traction in volumes. The company is identifying additional marketing and distribution tie-ups with international companies for other spirit categories, including vodka. The company is also focused on increasing distribution through on-premise sales, which will enhance brand awareness.”

After Dark, the premium whisky brand which was test marketed in 2010, is being rolled out nationwide during this quarter and is receiving a favourable response from all regions.

“The volumes of Radico's flagship brand 8PM continued to grow by 17.2 per cent in Q1 of fiscal 2012, compared to the prior year,” Radico said in a statement said.

Shares of Radico Khaitan were trading at Rs 133.85 on the BSE in late afternoon trade, down 0.07 per cent from their previous close.

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