USL Brand Info - Web Version 18.2

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY
India’s Largest Beverage Alcohol Group and The2ndLargest in the World
Total worth of its spirits division brands is over $ 5 billion US Dollars
Market Leader with over 59% market share of India Spirits Business
100 million cases in the year 2009-10
Portfolio comprises of a wide range of Brands including 20 Millionaire

Brands

20 Millionaire Iconic Brands

USL - Now Global # 2 Poised to become # 1
Has outperformed global competitors
Annual Volume
Company 3-year CAGR %
(Million Cases)
USL 100 15%
Global Peer Set
Diageo 111 2%
Pernod Ricard 96 2%

USL India – Undisputed leader by far
Has outperformed industry competitors
Incremental
Annual Volume
Company Volume
(Million Cases)
(Million cases)
USL 100 12
Peer set
Pernod Ricard India 16 3
Radico Khaitan 15 1.5

USL has out-performed the FMCG peer set on Revenue & Profit
growth
3 Year NSR 3 Year EBITDA
Company
CAGR % CAGR %
USL 26% 39%
Peer Set Average 16% 11%
Radico Khaitan 14% -1%
HUL 13% 17%
ITC 15% 11%
Nestle 20% 18%
Dabur 14% 18%
Britannia 20% 5%
Tata Tea 14% 8%

USL – Truly A Global Indian FMCG Company
% Share of turnover
Company from Overseas
Operations
USL 20%
Peer set
Marico 21%
Dabur 13%

USL PERFORMANCE HIGHLIGHTS
USL Brands grew 14%
World’s Top 100 Spirits Brands grew 1%*
18 of the Top 25 global Premium brands lost ground
Smirnoff, Bacardi, Johnnie Walker, Absolut collectively lost 4 million cases*
USL is one of two companies with more than 10 brands featuring in the Top 100 brand listing*
* Source – Impact International

Brand Performance Highlights
• Black Dog -
• McDowell’s No.1 - Largest Premium
Largest selling Brandy in the Scotch in India
world
McDowell No.1 - Largest • Celebration Rum -

Umbrella alco-bev brand in 3rd largest Rum in the world
• W&M -
the world 4th largest Scotch
Bagpiper -
company in the
Largest Whiskey world
in the world • McDowell’s No.1 -
2nd Largest non-Scotch
whiskey in the world
Widely recognized brands

USL has dominant market share & the fastest growing brands in most key
segments
Category USL Market Share Brand Ranking
(%)
BII Scotch
Premium Scotch 44% Black Dog 12 Yr (Rank # 1, Fastest Growing Premium Scotch)
Regular Scotch 6% Black Dog 8 Yr (Fastest Growing Regular Scotch)
Whiskey
Premium 60% Royal Challenge (# 2), Signature (# 3),

Antiquity (# 4, Fastest Growing Premium Whisky)
Prestige 61% Mc Dowell's No 1 (#1), DSP Black (#3, Fastest Growing Prestige Whisky)
Regular 55% Bagpiper (#1), OTW (# 3, Fastest Growing Regular Whisky)
Vodka
Premium -- ‘-
Prestige 7% Red Romanov (#2)
Regular 83% White Mischief (#1), Romanov (#2)
Regular Rum 56% McDowell’s Celebration (#1), Old Cask (#3, Fastest Growing Rum)
Regular Brandy 67% Mc Dowell’s No 1 (#1), Honey Bee (#2, Fastest Growing Regular Brandy), John Exshaw (#3)
Regular Gin 79% Blue Riband

USL’s 20-strong Million Case Club
WHISKY BRANDY RUM VODKA
Bagpiper McDowell’s No.1 Celebration White Mischief
No.1 McDowell’s Honey Bee Old Cask Romanov
Royal Challenge John ExShaw Olde Adventurer
Signature Bagpiper
DSP Black GIN
Director’s Special Blue Riband
Green Label
Gold Riband
Old Tavern
Hayward’s

USL is one of 5 brands tipped to become a
global brand from emerging markets
Financial Times,
London, July 19,2009

McDowell’s No.1 is India’s largest FMCG brand by retail value and
the world’s largest alcobev brand

USL’s 100 million cases (=3.6 billion bottles) would circle
the equator 14 times over
…alternatively cover the distance to the moon 1.5 times

Value Creation by USL & UBL
• Retail sales value
• USL ~ Rs. 30,000 Cr

> Rs.38,000 cr
• UBL ~ Rs.8,200cr
• Government revenue through excise and other levies
• USL ~ Rs.18,000 Cr
> Rs.21,000 cr
• UBL ~ Rs. 3,200 Cr
• Employment
• USL ~7,500 directly & ~ 75,000 indirectly
• UBL ~ 30,000 directly & indirectly

Iconic Properties

ROYAL CHALLENGERS
BANGALORE

ROYAL
CHALLENGE
RS
BANGALOR
E
ROYAL CHALLENGERS BANGALORE

Luxury Brands

The World’s Most Beautiful
Vodka
• It’s pink. It’s redolent of flowers
and fruit. And in its chic
perfume style bottle, it could
live on a vanity table.
• Created in Sweden by
champion wine tasters, Pinky
owes its elegance and
distinctive “ pink” taste to a
bouquet of violets, rose petals,
wild strawberries and other
botanicals, hand blended into
the vodka after distillation for
maximum flavor.

Luxury Portfolio - Wines

• Four
Seasons
Varietals
• Winner of
Sommerlier
India and
Internation
al Wines
Challenge
Award

Black Dog 18 YO Scotch
Whisky
• Black Dog 18 Year Old is a
Magnum Opus from the
acclaimed Black Dog stable
• Matured for a minimum of

18 years in oak casks, aged
malt and grain whiskies
have been skillfully
blended together to create
Black Dog 18 Year Old – a
sublime testament to the
art of luxurious indulgence.

Black Dog 18 YO Scotch
Whisky
• Inspired by the smoothness of
the ‘Black Dog 18’ blend, the
design uses a minimalist
approach
• Scottish scenery being treated
in an ‘evening’ tone – thus
enhancing a feel of calmness
and serenity.
• The richly coloured ‘Black Dog’
fly is a key signature of the
brand
• A ‘rich’ saturated blue has
been used to depict the
sophistication of the brand
with touches of light gold
depicting a sense of grandeur.

Black Dog- 12 Year Old Deluxe Scotch Whisky
Brand Highlights
• Largest selling Premium Scotch with

50% market share
USP:
125 year Brand heritage
Authenticity
Consistent quality

Black Dog- 12 Year Old Deluxe Scotch Whisky
Blend
• The blend contains a range of Scotches from the

Highlands, Speyside, Islay and the Lowlands
Distilleries
• Highland Scotches -rounded and dry character
• Speyside Scotches - refined smoothness
• Islay malts -phenolic character of peated malt
• Lowland malts- sweet character with a hint of

smokiness
• Overall Black Dog 12 Year Old Scotch is treasured for

its mellow Smoothness and its distinct palate

Communication
Black Dog Centenary 8 Year Old Scotch
Whisky
Brand Highlights
• Launched to commemorate 100

years of Black Dog
• A rich and rare 8-year old blended
Scotch whisky
USP:
unique blend of 32 fine aged single
malts
chill filtered at 0oC to elicit subtle
nuances

Black Dog Centenary 8 Year Old Scotch
Whisky
Blend
• a unique blend of 32 fine aged single malts
• seductive aroma and silky smooth tones, of the

Speyside malts lending their backbone to this
classic Scotch whisky
• Robust body, pronounced rich malt and oak and

sherry sweetness, spreads warmly in the mouth
like silent sea waves.

Antiquity Blue Rare Premium Whisky
Brand Highlights
• Finest & most expensive Indian whisky

• Won several blend awards including
Gold at World Beverage Competition,
USA (2007), in category for Scotches
(Single Malt/Blended/Specialist)
• Several International awards for
superior packaging including Worldstar
2006 & bronze at World Beverage
Competition, USA (2007)
• Ultra-premium variant of Antiquity
Rare, has established itself as the new
benchmark in the super premium
whisky segment growing at over 61%

Antiquity Blue Rare Premium Whisky
Blend
• Made from choicest malts,

mellowed in imported white-oak
casks and distilled in traditional
copper stills
• Has a rare touch of “HEATHER &
PEAT”, and is smooth with a
velvety feel on the tongue
USP:
Finest Indian whisky with world-class
credentials
Specially imported blue bottle in line
with brand ’s super-premium image.

Antiquity Rare Premium Whisky
Brand Highlights
• The only whisky in its class
• Won the ITQI Taste award at

Brussels in 2006
• Won the Gold Medal at Monde
Selection, Brussels in 2006
USP:
Blend of International standards

Antiquity Rare Premium Whisky
Blend
• Double distilled in special copper pot-

stills, matured in imported white-oak
casks
• Blended with choicest, imported vatted

malt spirit from Scotland, in
proportions which is a well guarded
proprietary secret

Mc Dowell’s Single Malt Whisky
Brand Highlights
• Developed to suit the palate of the

discerning Single malt drinker
• Made at our State-of-art Distillery at Goa
• First ever indigenously developed Single

malt whisky from Asia
USP:
One of the best Single Malts at highly
affordable price (best value for Money)

Mc Dowell’s Single Malt Whisky
Blend
• Its one of the very few single malt

whiskies produced outside Scotland
• Distilled in the pot still tradition it is

matured in oak casks for over three years
to deliver a distinct taste

Royal Challenge Finest Premium Whisky
Brand Highlights
• Synonymous with the finest Indian Whisky
• Largest selling Premium whisky of India
• 24-year Heritage brand with sales of over

1.2 million cases per annum
• Market leader with 33% market share
• Won awards at ITQI, Brussels and World

Beverage Competition, USA.
USP:
Finest Indian Whisky
Widely accepted for over 2 decades

Royal Challenge Finest Premium Whisky
Blend
• Full-bodied blend of imported scotch &

select Indian malts
• Carefully matured in imported white oak

casks to attain the unique blend which
makes Royal Challenge a connoisseur’s
delight

Signature Rare Aged Whisky
Brand Highlights
• One of the fastest growing brands in the
USL portfolio
• Awards Won for blend are-

– Grand Gold at Monde Selection, 2006
– Silver & Best in Class awards at the
International Wine & Spirits
Competition, 2005
– Bronze at Concours Mondial De
Bruxelles, 2005
USP:
World-class blend,
Attractive & Unique packaging,
Sharply positioned on ‘Success is Good
Fun’

Signature Rare Aged Whisky
Blend
• Exquisite whiskies from Scotland have been

combined perfectly with the finest aged Indian malts
• These are blended for an extended period of time to

ensure that the essence of various scotches, each
adding its distinct flavor, is present in every sip
• Highest quantity of scotch per drop among all the

premium Indian whisky brands resulting in an
unforgettable scotch-like experience

McDowell Signature Indian Derby 2010

McDowell’s No1 Reserve Whisky
Brand Highlights
• 4th largest selling Whisky in the world
• Combined sales of over 35 million cases FY 10 for the

whisky, rum and brandy franchise
• Smart Pack won a Silver at the 2005 Flexible Packaging

Achievement Awards and also got special Citations at
18th DuPont Awards for Innovation in Packaging
USP:
India’s favorite whisky,
Constant innovations in packaging, marketing, promotions
and consumer events has helped maintain leadership

McDowell’s No1 Reserve Whisky
Blend
• Superior whisky blended with scotch and selected

Indian malts matured in Scotch Oak cask
• In the Scotch oak cask the blend goes though a unique

Subtraction-Addition-Processing method
• Firstly the oak wood cask ensures bad congeners are

removed from the malt spirit giving it a woody finish
and a golden glow
• Subsequently it releases Tannin and polphenols, which

imparts aroma and colour
• Finally good congeners add to the smoothness of No.1

giving it a faintly sweet character

McDowell’s No1 Diet Mate Whisky
Brand Highlights
• Targeted at the health &

fitness-conscious drinker
USP:
World’s first diet whisky

McDowell’s No1 Diet Mate Whisky
Blend
The smoothness of a reserve

whisky is combined with the
goodness of ‘Garcenia’ - an ancient
Indian herb, which has the rare
ability to burn excess fat and
control cholesterol levels in the
human body

White Mischief Vodka
Brand Highlights
• Fastest growing vodka
• 5 year CAGR of 34%
• Sales of over a million cases
USP:
Brand name,
Frosted bottle,
Blue and white color,
Sharp and edgy communication
Excellent for preparation of cocktails

White Mischief Vodka
Blend
• Triple-distilled from the finest spirit and

systematically carbon filtered to the highest
levels of clarity and purity
• The clean and dry Extra Neutral Alcohol is

blended in close supervision and strict quality
control parameters to ensure a high quality
vodka blend

Romanov Red Vodka
• Derives it niche from
the choicest multiple
grains grown in India.
• Multi-distillation process
• Further refined through
multi-filtration
techniques to arrive at
a never before blend
captured by Romanov
Red.

Romanov Red Vodka
• Introduced in a shrink
sleeve packaging (the
bottle is made of red
sleeve that is
conspicuous and
attractive) for the first
time in India.
• Premium variant of
Romanov Vodka

Premium Romanov Vodka
Brand Highlights
• Sales in excess of a million cases
• 25% growth for the year ended March

31, 2010
USP:
World class Triple-distilled blend,
International packaging

Premium Romanov Vodka
Blend
• Rigorous 7-step manufacturing process to

attain a high level of clarity and purity
• Chromatography and sensory analysis by

experts
• Blended with extra pure demineralised water

McDowell’s Blue Riband Gin
Brand Highlights
• Has been delighting consumers for 47 years
• Available in contemporary packaging
USP:
Blend,
Heritage,
Wide acceptability and brand loyalty

McDowell’s Blue Riband Gin
Blend
• Blue Riband Gin is manufactured using high

quality extra neutral alcohol, extra-pure
demineralised water and choicest food flavors
• It has inviting top aroma of Juniper berry with a

whiff of coriander in the background

Blue Riband Premixes
Brand Highlights
• Pioneered premixes 15 years back

• Blend that is premixed to perfection,
Variety of flavours

Blue Riband Premixes
Blend
Duet - A mix of gin and lime, its distinctive

and refreshing hint of lime adds radiance
to any moment
Tango - A mix of gin and orange, its

distinctive and invigorating twist of
orange imparts an unmatched refreshing
relief to the consumers
Ice - It has a beautifully balanced aroma of

mint and subtle lime with emerging
layers of juniper berry. Very cool and
refreshing

McDowell’s No1 Celebration Rum
Brand Highlights
• 2 nd largest rum in the world with sales of 12.2

million cases (2009-10)
• Market leader in India
• Won The Superior Taste Award 2006 with 2

Stars from ITQI, Brussels, and also the Silver
award at the International Wine and Spirits
competition 2005 for its superior blend
USP:
Unique blend that is widely accepted,
McDowell’s lineage

McDowell’s No1 Celebration Rum
Blend
• Multi-distillation process through 5 copper

columns
• Characteristics of Jamaican rum aroma with a

spicy note at the background
• The rum spirit is matured for over three years in

oakwood barrels that give it a deep rich color,
perfect strength and extra smoothness
• Cutting edge Gas Chromatography process

Director’s Special Black Deluxe Whisky
Brand Highlights
USP:
Unique bottle and premium packaging
• Sales over 1.5 million cases

Director’s Special Black Deluxe Whisky
Blend
• Its rare and mature taste is a unique

combination of smoothness and richness
• Born of the classic fusion of handpicked
barley and malt, by the traditional
method of distilling

McDowell’s Green label Whisky
Brand Highlights
• Growth of McDowell’s Green Label -32%

for fiscal ending March 31, 2010
• Highly popular brand since its launch in

1994
• Worldstar '96 award for packaging

innovation
• Two Star rating for superior taste from

the ITQI (International Taste and Quality
Institute) Brussels (2006)
USP:
Extremely smooth blend,
Wide acceptability

McDowell’s Green label Whisky
Blend
• Its distinctive character is

due to the interesting
intermingling of malty,
spicy and nutty aromas.
• It engages the palate

with the sweetness of
rich malt and a hint of
spice
• The Blend has been

awarded a two star by the
international taste and
quality institute in 2006

Director’s Special Whisky
Brand Highlights
• Our Second largest selling Regular

Whisky
• 8% market share
USP:
Blend
Heritage
Wide acceptability

Director’s Special Whisky
Blend
• A skillful fusion of handpicked

barley and malt, this rich, golden
blend is a rare balance of
smoothness, flavour and strength

Bagpiper Deluxe Whisky
Brand Highlights
• World’s largest selling Whisky
• 17 million cased for fiscal ending March

31, 2010
• 30-year-old flagship brand of USL

USP:
Popular and widely accepted
Trustworthy
Strong blend
Bollywood connection

Bagpiper Deluxe Whisky
Blend
• Light malty aroma with a hint of

woody/earthy character at the background
• The malt spirits used in the blend are chosen

from malts matured in pre-identified
American oak casks
• These malt spirits, when blended in certain

proportion, gives a smooth woody aroma to
the whisky

Communication
Bagpiper Tetra
USP
• Tamper Proof
• Six Layer Protection
• Easy to Carry
• Light to Transport

McDowell’s No1 Brandy
Brand Highlights
•World’s largest selling Brandy with

sales of 9.8 million cases (2009-10)
• 40% market share in India
USP:
Popular and widely accepted,
McDowell’s lineage,
Consistent quality

Communication

Honey Bee Brandy
Brand Highlights
• Sales of 3.9 million cases -2009-10
• 16 % market share

Communication

Other Brandies from USL
Brand Highlights
Joie De Franc Premium Brandy

One of the premium brandy in India; sales of over 200,000
cases p.a,
VSOP Exshaw Premium Brandy

Sales of over 1,00,000 cases p.a,
VSOP Exshaw Deluxe Brandy

Sales of over 1,00,000 cases p.a,

United Spirits Ltd
Level 6-10, UB Tower, UB City
Vittal Mallya Road, Bangalore- 560001
Tel: 91-80-39856020
Web Site: http://www.unitedspirits.in

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INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

India’s Largest Beverage Alcohol Group and The2ndLargest in the World

Total worth of its spirits division brands is over $ 5 billion US Dollars

100 million cases in the year 2009-10

Portfolio comprises of a wide range of Brands including 20 Millionaire

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

Global Peer Set

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

Pernod Ricard India 16 3

Radico Khaitan 15 1.5

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

USL Brands grew 14%

World’s Top 100 Spirits Brands grew 1%*

18 of the Top 25 global Premium brands lost ground

Smirnoff, Bacardi, Johnnie Walker, Absolut collectively lost 4 million cases*

* Source – Impact International

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

McDowell No.1 - Largest • Celebration Rum -

Widely recognized brands

Regular Scotch 6% Black Dog 8 Yr (Fastest Growing Regular Scotch)

Premium 60% Royal Challenge (# 2), Signature (# 3),

Regular 55% Bagpiper (#1), OTW (# 3, Fastest Growing Regular Whisky)

Prestige 7% Red Romanov (#2)

Regular 83% White Mischief (#1), Romanov (#2)

Regular Gin 79% Blue Riband

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

WHISKY BRANDY RUM VODKA

Bagpiper McDowell’s No.1 Celebration White Mischief

No.1 McDowell’s Honey Bee Old Cask Romanov

Royal Challenge John ExShaw Olde Adventurer

DSP Black GIN

Director’s Special Blue Riband

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

…alternatively cover the distance to the moon 1.5 times

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

• USL ~ Rs. 30,000 Cr

• Government revenue through excise and other levies

• USL ~7,500 directly & ~ 75,000 indirectly

• UBL ~ 30,000 directly & indirectly

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

ROYAL CHALLENGERS BANGALORE

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

• Matured for a minimum of

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

• Largest selling Premium Scotch with

INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

• The blend contains a range of Scotches from the

• Highland Scotches -rounded and dry character

• Speyside Scotches - refined smoothness

• Islay malts -phenolic character of peated malt

• Lowland malts- sweet character with a hint of

• Overall Black Dog 12 Year Old Scotch is treasured for