The Ledger
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Shenoy: 25% aggregator commissions make online alcohol delivery unviable for brands
“When you do the delivery model and you start adding that extra cost, I think somewhere around your, you're already having your back towards the wall when it comes to margins for liquor companies, if it stretches to what Zometo or Swiggy do, Or 25%, then it bec…”
Shenoy: Bira gets most volume from mass strong beer category
“Beera also gets majority of its volumes from the same category as Hayward's 5000 and Kingfisher's Strong, where it's the base category where in certain states they really get a lot of volume.”
Shenoy: Diageo's Celebration Rum now significantly outsells Old Monk
“I think Celebration Ram, which is of DI Joe, now outsells Old Monk quite a bit.”
Shenoy: Macro lager beer producers achieve 55% to 60% margins
“With extremely high levels of efficiency, if you are producing mass macro lagers, you probably get into the range of between 55%. And because they also recycle, a lot of bottles come back. It's very efficient in terms of cost structure. And it can be stretched…”
Shenoy: India consumes ten times more hard liquor than Vietnam
“So the interesting thing is in India is the only country in the tropical zone where you do roughly around three hundred and fifty million cases of heart liquor, considering you also country regular spirits also, and about the same quantity of beer. But if you …”
Shenoy: Setting up a small homebrewing kit costs under 5,000 rupees
“You don't need more than 5000 rupees to create a small homebrewing kit at home.”
Shenoy: Retail margins for successful Indian liquor brands run 12% to 15%
“The blended margin for a successful brand in the retail is somewhere around 12 to 15%, including your trade scheme. Nobody goes beyond that unless you are a very early brand and it's a push sale.”
Shenoy: Pernod Ricard earns ₹25,000 crores as India's most profitable liquor company
“Yeah, like, 25,000 crores in revenue. It's, I think, the most profitable liquor company, but entirely.”
Shenoy: India's premium beer segment is roughly 55 to 60 million cases
“This is currently roughly around a 55 to sixty million case industry.”
Shenoy: Multinationals like Pernod Ricard and Diageo are launching Indian malts
“There's so much more happening in whisky, where there's big money, and there are big multinational, like Pernod, D.I. Joe's all launching their Indian malts now. It's not just Amrut, Paul John, and Radico. It's opened up quite a lot.”