Seagram eyes vodka rivals with Fling

Fling is an international label licensed to Seagram from Pernod Ricard. Priced at Rs 390 (about US$8) for a 750 ml bottle, Fling will be available in all large Indian metros by the first week of January. Sumeet Lamba, Seagram's vice-president of marketing, said: "The task before Fling is to build an indelible and unique connection with consumers by pervading their mind space." Fling is targeted at young adults, confident and ambitious urban consumers who work smart and party hard. "The brand's interaction with its consumers will reflect these values across retail, hotels and restaurants and in consumer communication," Lamba added. Through high-decibel activity and a product delivery, Seagram is counting on Fling to grab 10 to 12 per cent of the premium vodka market segment in a year's time. The vodka market in India totals 600,000 cases and is growing by 25 per cent annually. This growth rate, while from a small base, is in stark contrast to the below 10 per cent growth of the spirits segment. Seagram believes that as incomes rise and consumers have more venues to frequent, the contribution of vodka will increase substantially in line with international trends, and the company wants to be a significant player in this burgeoning segment. The Indian vodka market is dominated at the premium end by Diageo's Smirnoff, though other premium brands such as Vladivar, Skyy and Absolut are also vying for share of mouth.