A premium variant of Romanov, Romanov Red has been launched from the United Spirits Limited (USL) stable to cater to the growing consumer need for a vodka that not only matches international standards in smoothness and taste but also delivers superior imagery. For the first time in India, a vodka has been introduced in a shrink sleeve packaging (the bottle is made of red sleeve that is conspicuous and attractive) to heighten its visibility. Prestige vodka segment is the fastest growing segment in India with the growth of over 80% with the annual volume of about 0.75 million cases. The company plans to increase its marketing spends by 25% to leverage this emerging segment and ramp up its vodka portfolio. USL dominates the vodka market mainly in the regular segment (Rs 180 to Rs 200), with more than 75 per cent share through its brands like White Mischief and Romanov.
Romanov Red derives it niche from the choicest multiple grains grown in India. Cultivation of grains in India is done in two major harvest seasons. "Kharif or Autumn harvest" (for rice, maize, bajra, jowar etc) and "Rabi or Spring harvest" for (wheat, barley etc.). The finest grains from different harvest seasons are carefully selected and ground with utmost care to get grist which retains all the natural characters. This grist is then meticulously fermented to produce the spirit which captivates the richness of these grains. This spirit is distilled using multi-distillation process to retain only the natural nuances of these grains. This high quality spirit is then further refined through multi-filtration techniques to arrive at a never before blend captured by Romanov Red. Romanov Red is priced at an average of Rs. 300.for a 750 ML bottle. The brand is currently available in all markets in India in the North and the West and will hit the shelves nationally by the end of September 2008.
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