Diageo thinks locally about Indian market

09/30/2011 | Wall Street Journal, The

High duties put premium import spirits brands out of the reach of middle-income Indians, so Diageo is trying a local strategy with the new brand Rowson's Reserve. The brand retails for about $13.10 for a 750ml bottle, compared with more than $80 for the same volume of the imported Johnnie Walker Black Label. Because of legal restrictions on advertising liquor, marketing must be done in store and at relevant events.

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