USL Brand Information

8/8/2019 USL Brand Information

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INDIAS LARGEST & WORLDS 2 ND LARGEST SPIRITS COMPANY

USL has out-performed the FMCG peer set on Revenue & Profitgrowth

Company 3 Year NSRCAGR %3 Year EBITDA

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%


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USL Truly A Global Indian FMCG Company

Company% Share of turnover

from OverseasOperations

USL 20%

Peer set

Marico 21%

Dabur 13%


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USL Brands grew 14%

Worlds 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

USL PERFORMANCE HI GHLIGHTS


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Brand Performance Highlights

Bagpiper -Largest Whiskey

in the world

McDowells No.1 -Largest selling Brandy in the

world

Celebration Rum -3rd largest Rum in the world

McDowells No.1 -2nd Largest non-Scotch

whiskey in the world

McDowell No.1 - LargestUmbrella alco-bev brand in

the world

Widely recognized brands

Black Dog -Largest Premium

Scotch in India

W&M -4th largest Scotch

company in theworld


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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% McDowells Celebration (#1), Old Cask (#3, Fastest Growing Rum)

Regular Brandy 67% Mc Dowells No 1 (#1), Honey Bee (#2, Fastest Growing Regular Brandy), John Exshaw (#3)

Regular Gin 79% Blue Riband

USL has dominant market share & the fastest growing brands in most keysegments


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WHISKY BRANDY RUM VODKA

Bagpiper McDowells No.1 Celebration White Mischief

No.1 McDowells Honey Bee Old Cask Romanov

Royal Challenge John ExShaw Olde Adventurer

Signature Bagpiper

DSP Black GIN

Directors Special Blue Riband

Green Label

Gold Riband

Old Tavern

Haywards

USLs 20-strong Million Case Club


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USL is one of 5 brands tipped to become aglobal brand from emerging markets

Financial Times,London, July 19,2009


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McDowells No.1 is Indias largest FMCG brand by retail value andthe worlds largest alcobev brand


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USLs 100 million cases (=3.6 billion bottles) would circlethe equator 14 times over

alternatively cover the distance to the moon 1.5 times


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Value Creation by USL & UBL

Retail sales value

USL ~ Rs. 30,000 Cr UBL ~ Rs.8,200cr

Government revenue through excise and other levies

USL ~ Rs.18,000 Cr

UBL ~ Rs. 3,200 Cr

Employment

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

UBL ~ 30,000 directly & indirectly

> Rs.38,000 cr

> Rs.21,000 cr


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Iconic Properties


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ROYAL CHALLENGERSBANGALORE


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ROYALCHALLENGERS

BANGALORE

ROYAL CHALLENGERS BANGALORE


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Luxury Brands


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The Worlds Most BeautifulVodka

Its pink. Its redolent of flowersand fruit. And in its chicperfume style bottle, it could

live on a vanity table. Created in Sweden bychampion wine tasters, Pinkyowes its elegance anddistinctive pink taste to abouquet of violets, rose petals,

wild strawberries and otherbotanicals, hand blended intothe vodka after distillation formaximum flavor.


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INDIAS LARGEST & WORLDS 2ND

LARGEST SPIRITS COMPANY

Luxury Portfolio - Wines


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FourSeasonsVarietals

Winner of SommerlierIndia andInternational WinesChallengeAward


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Black Dog 18 YO ScotchWhisky

Black Dog 18 Year Old is aMagnum Opus from theacclaimed Black Dog stable

Matured for a minimum of

18 years in oak casks, agedmalt and grain whiskieshave been skillfullyblended together to createBlack Dog 18 Year Old asublime testament to the

art of luxurious indulgence.


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Black Dog 18 YO ScotchWhisky

Inspired by the smoothness of the Black Dog 18 b lend, thedesign uses a minimalistapproach

Scottish scenery being treatedin an evening tone thus

enhancing a feel of calmnessand serenity.

The richly coloured Black Dog fly is a key signature of thebrand

A rich saturated blue hasbeen used to depict thesophistication of the brandw ith touches of light golddepicting a sense of grandeur.


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Black Dog- 12 Year Old Deluxe Scotch W hisky

USP:125 year Brand heritage

Authenticity

Consistent quality

Brand Highlights

Largest selling Premium Scotch w ith50% market share


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Black Dog- 12 Year Old Deluxe Scotch W hisky

Blend

The blend contains a range of Scotches from th eHighlands , Speyside, Is lay and the Low landsDistilleries

Highland Scotches -rounded and dry character

Speyside Scotches - refined smoothness

I slay malts -phenolic character of peated malt

Lowland malts- sweet character with a hint of smokiness

Overall Black Dog 12 Y ear Old Scotch is treasured forits mellow Smoothness and its distinct palate


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Communication


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Brand Highlights

Launched to commemorate 100years of Black Dog

A rich and rare 8 -year old blendedScotch w hisky

USP:unique blend of 32 fine aged singlemalts

chill filtered at 0oC to elicit subtlenuances

Black Dog Centenary 8 Year Old ScotchWhisky


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Blend

a unique blend of 32 fine aged single malts

seductive aroma and silky smooth tones, of theSpeyside malts lending their backbone to thisclassic Scotch w hisky

Robust body, pronounced rich malt and oak andsherry sw eetness, spreads w armly in the mouthlike silent sea waves.

Black Dog Centenary 8 Year Old ScotchWhisky


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Antiquity Blue Rare P remium W hisky

Brand Highlights

Finest & most expensive I ndian w hisky W on several blend awards including

Gold at World Beverage Competition,USA (2007), in category for Scotches

(Single Malt/ Blended/ Specialist) Several International aw ards forsuperior packaging including Worldstar2006 & bronze at W orld BeverageCompetition, USA (200 7)

Ultra-premium variant o f An tiquityRare, has established itself as the newbenchmark in the super premiumw hisky segment growing at over 61%


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Antiquity Blue Rare P remium W hisky

Blend

Made from choicest malts,mellow ed in imported white-oakcasks and distilled in traditionalcopper stills

Has a rare touch of HEATHER & PEAT , and is smooth with avelvety feel on the tongue

USP:Finest Indian w hisky with w orld-classcredentialsSpecially imported blue bottle in linew ith brand s super-premium image.


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Antiquity Rare Premium W hisky

USP:Blend of I nternational standards

Brand Highlights

The only w hisky in its class

W on the ITQI Taste aw ard atBrussels in 2006

W on the Gold Medal at MondeSelection, Brussels in 2006


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Antiquity Rare Premium W hisky

Blend

Double distilled in special copper pot-stills, matured in imported w hite-oak

casks

Blended w ith choicest, imported vattedmalt spirit from Scotland, inproportions w hich is a w ell guardedproprietary secret


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Mc Dow ells Single Malt Whisky

Brand Highlights

Developed to suit the palate of thediscerning Single malt drinker

Made at our State-of-art Distillery at Goa

First ever indigenously developed Singlemalt whisky from Asia

USP:One of the best Single Malts at highlyaffordable price (best value for Money)


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Mc Dow ells Single Malt Whisky

Blend

Its one of the very few single maltw hiskies produced outside Scotland

Distilled in the pot still tradition it ismatured in oak cask s for over three yearsto deliver a distinct taste


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Royal Challenge Finest P remium W hisky

USP:Finest Indian WhiskyWidely accepted for over 2 decades

Brand Highlights Synonymous with the finest I ndian Whisky

Largest selling Premium w hisky of India

24-year Heritage brand with sales of over

1.2 million cases per ann um

Market leader with 33% market share

Won aw ards at ITQI, Brussels and WorldBeverage Competition , USA.


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Blend

Royal Challenge Finest P remium W hisky

Full-bodied blend of imported scotch & select Indian malts

Carefully matured in imported w hite oakcasks to attain the unique blend w hichmakes Royal Challenge a connoisseursdelight


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Signature Rare Aged W hisky

USP:

World-class blend,Attractive & Unique packaging,Sharply positioned on Success is GoodFun

Brand Highlights One of the fastest grow ing brands in the

USL portfolio

Aw ards Won for blend are- Grand Gold at Monde Selection, 2006 Silver & Best in Class aw ards at the

International Wine & SpiritsCompetition, 2005

Bronze at Concours Mondial DeBruxelles, 2005


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Signature Rare Aged W hisky

Blend

Exquisite w hiskies from Scotland have beencombined perfectly w ith the finest aged I ndian malts

These are blended for an extended period of time toensure that the essence o f various scotches, eachadding its distinct flavor, is present in every sip

Highest quantity of scotch per drop among all thepremium Indian w hisky brands resulting in anunforgettable scotch-like experience


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McDowell Signature Indian Derby 2010


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McDow ells No1 Reserve W hisky

USP:Indias favorite w hisky,Constant innovations in packaging, marketing, promotionsand consumer events has helped maintain leadership

Brand Highlights

4th largest selling Whisky in the w orld

Combined sales of over 35 m illion cases FY 10 for thew hisky, rum and brandy franchise

Market leader w ith 60% market share

Smart Pack w on a Silver at the 2005 Flexible PackagingAchievement Aw ards and also got special Citations at18th DuPont Aw ards for Innovation in Packaging


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McDow ells No1 Reserve W hisky

Blend Superior w hisky blended w ith scotch and selected

In dian malts matured in Scotch Oak cask

In the Scotch oak cask the blend goes though a uniqueSubtraction-Addition-Processing method

Firstly the oak w ood cask ensures bad congeners areremoved from the malt spirit giving it a w oody finishand a golden glow

Subsequently it releases Tannin and polphenols, w hichimparts aroma and colour

Finally good congener s add to the smoothnes s of No.1giving it a faintly sw eet character


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McDow ells No1 Diet Mate Whisky

USP:W orlds first diet whisky

Brand Highlights

Targeted at the health & fitness-conscious drinker


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McDow ells No1 Diet Mate Whisky

The smoothness of a reservew hisky is combined with thegoodness of Garcenia - an ancientIndian herb, which has the rareability to burn excess fat andcontrol cholesterol levels in thehuman body

Blend


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W hite Mischief Vodka

USP:Brand name,

Frosted bottle,Blue and w hite color,Sharp and edgy communicationExcellent for preparation of cocktails

Brand Highlights Market leader w ith 48% market share

Fastest grow ing vodka

5 year CAGR of 34%

Sales of over a million cases

h h f dk


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W hite Mischief Vodka

Blend

Triple-distilled from the finest spirit andsystematically carbon filtered to the highest

levels of clarity and purity

The clean and dry Extra Neutral Alcohol isblended in close supervision and strict qualitycontrol parameters to ensure a high qualityvodka blend


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Romanov Red Vodka

Derives it niche fromthe choicest multiplegrains grown in India.

Multi-distillation process

Further refined throughmulti-filtrationtechniques to arrive ata never before blendcaptured by RomanovRed .


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Romanov Red Vodka

Introduced in a shrinksleeve packaging (thebottle is made of redsleeve that isconspicuous andattractive) for the firsttime in India.

Premium variant of Romanov Vodka


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P i R V dk


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P remium Romanov Vodka

USP:W orld class Triple-distilled blend,International packaging

Brand Highlights

Sales in excess of a million cases

25% grow th for the year ended March31, 2010

P i R V dk


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P remium Romanov Vodka

Blend

Rigorous 7-step manufacturing process toattain a high level of clarity and purity

Chromatography and sensory analysis byexperts

Blended w ith extra pure demineralised w ater


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McDow ells Blue Riband Gin


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McDow ell s Blue Riband Gin

USP:Blend,Heritage,W ide acceptability and brand loyalty

Brand Highlights


Has been delighting consumers for 47 years

Available in contemporary packaging

McDow ells Blue Riband Gin


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McDow ell s Blue Riband Gin

Blend

Blue Riband Gin is manufactured using high

quality extra neutral alcoho l, extra-puredemineralised w ater and choicest food flavors

It has inviting top aroma of Juniper berry w ith aw hiff of coriander in the background


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Blue Riband Premixes


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Brand Highlights

P ioneered premixes 15 years back Blend that is premixed to perfection,

Variety of flavours



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Blend

Duet - A mix of gin and lime, its distinctiveand refreshing hint of lime adds radianceto any moment

Tango - A mix of gin and orange, itsdistinctive and invigorating tw ist of orange imparts an unmatched refreshingrelief to the consumers

Ice - It has a beautifully balanced aroma of mint and subtle lime with emerginglayers of juniper berry. Very cool andrefreshing


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McDow ells No1 Celebration Rum


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McDow ell s No1 Celebration Rum

USP:Unique blend that is w idely accepted,McDow ells lineage

Brand Highlights

2 nd largest rum in the world w ith sales of 12.2million cases (2009-10)

Market leader in India

W on The Superior Taste Aw ard 2006 w ith 2Stars from ITQI, Brussels, and also the Silveraw ard at the International Wine and Spiritscompetition 2005 for its superior blend

McDow ells No1 Celebration Rum


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McDow ell s No1 Celebration Rum

Blend

Multi-distillation process through 5 coppercolumns

Characteristics of Jamaican rum aroma w ith aspicy note at the background

The rum spirit is ma tured for over three years inoakw ood barrels that give it a deep rich color,

perfect strength and extra smoothness

Cutting edge Gas Chromatography process


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Director s Special Black Deluxe W hisky


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Brand Highlights

USP:Unique bottle and premium packaging

Sales over 1.5 million cases



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Blend

I ts rare and mature taste is a uniquecombination of smoothness and richness

Born of the classic fusion of handpickedbarley and malt, by the traditionalmethod of distilling


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McDow ells Green label W hisky


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McDow ell s Green label W hisky

USP:Extremely smooth blend,Wide acceptability

Brand Highlights

Growth of M cDowells Green Label -32%for fiscal ending March 3 1, 2010

Highly popular brand since its launch in1994

Worldstar '96 aw ard for packaginginnovation

Tw o Star rating for superior taste fromthe ITQI (International Taste and QualityInstitute) Brussels (2006)

McDow ells Green label W hisky


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c ow e s G ee abe W s y

Blend

I ts distinctive character isdue to the interestinginterminglin g of malty,spicy and nutty aromas.

It engages the palatew ith the sweetness of rich malt and a hint of spice

The Blend has beenaw arded a tw o star by theinternational taste andquality institute in 2006


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Director s Special W hisky


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p y

USP:

BlendHeritageW ide acceptability

Brand Highlights

Our Second largest selling RegularWhisky

8% market share

Director s Special W hisky


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p y

Blend

A skillful fusion of handpickedbarley and malt, this rich, goldenblend is a rare balance of smoothness, flavour and strength


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Bagpiper Deluxe W hisky


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gp p y

USP:

Popular and w idely acceptedTrustworthyStrong blendBollywood connection

Brand Highlights

W orlds largest selling W hisky

17 million cased for fiscal ending March31, 2010


30-year-old flagship brand of USL

Bagpiper Deluxe W hisky


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gp p y

Blend

Light malty aroma with a hint of w oody/ earthy character at the background

The malt spirits used in the blend are chosenfrom malts matured in pre-identifiedAmerican oak casks

These malt spirits, w hen blended in certainproportion, gives a smooth w oody aroma tothe whisky


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Communication

Bagpiper Tetra


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USP

Tamper P roof

Six Layer P rotection

Easy to Carry

Light to Transport


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McDow ells No1 Brandy


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USP:

Popular and w idely accepted,McDow ells lineage,Consistent quality

Brand Highlights

W orlds largest selling Brandy w ith

sales of 9.8 million cases ( 2009 - 1 0 ) 40% market share in India

Communication


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Honey Bee Brandy


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Brand Highlights

Sales of 3.9 million cases -2009-10

16 % market share

Communication


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Other Brandies from USL


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Other Brandies from USL

Brand Highlights

J oie De Franc P remium BrandyOne of the premium brandy in India; sales of over 200,000cases p.a,

VSOP Exshaw P remium BrandySales of over 1,00,000 cases p.a,

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


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United Spirits LtdLevel 6-10, UB Tow er, UB CityVittal Mallya Road, Bangalore- 560001Tel: 91-80-39856020W eb Site: http:/ / w w w .unitedspirits.in

Documents

USL Brand Information