Resolute pink, black vodka launched

Vodka drinkers in India, whose numbers are growing rapidly, have a lot to cheer for, with the introduction of super-premium vodkas in three variants of crystal, pink and black.

Goa-based bottler of imported spirits, Sipping Spirits Pvt Ltd (SSPL), launched 'Resolute,' an all-new range of super-premium vodkas. The 'boutique' spirit bottling company entered into an exclusive tie-up with the Netherlands-based Melchers Group in 2007.

The domestic vodka market is robust, with sales of an estimated 4.5 million cases annually. The super-premium segment is growing at a brisk 50 per cent annually. Vodka is traditionally clubbed under the 'white spirits' category, but SSPL has launched its black and pink variants.

The company aims to introduce the 'sipping culture', as a growing number of affluent Indians aspire for superior, but moderately-priced vodkas.

According to Prasanna Natarajan, managing director, SSPL, the new variants are straight-sipping products, which can be enjoyed on the rocks. ''We were the first company to launch non-Scotch products at price points between Rs600 and Rs800 per quart in 2009, essentially creating a new segment, which everyone is talking about now,'' points out Natarajan.

SSPL holds the license for a number of international brands and products. ''We are confident of growing the market share and keep up the tempo with new product launches,'' adds Somangsu Biswas, senior vice-president, SSPL.

The company aims to change the drinking patterns of Indians, who are mostly given to diluting liquor prior to intake. A 'sipping spirit' is typically 100 per cent pure spirit of high authenticity that can be consumed 'neat' or 'straight' without the need for mixing or dilution.