Tamil Nadu Expands Liquor Selection with National Brands for Tourists
Chennai sees a significant shift in its liquor market. Tourists visiting Tamil Nadu now demand more variety in their drinks. The state is responding by introducing a wider range of national liquor brands.
New Brands Hit the Shelves
Tamil Nadu State Marketing Corporation Ltd, known as Tasmac, will stock familiar and award-winning labels. These include popular whiskies, brandies, and gins from across India. The move aims to complement Tasmac's regular offerings.
Amrut Distilleries, based in Bengaluru, has entered the Tamil Nadu market. The company launched its blended malt whisky, Amrut Amalgam. This product won a gold medal at the International Spirits Competition. Sources indicate Tasmac will soon retail Amrut's single malt whisky, called Fusion. It will be available in both imported liquor shops and select regular vending shops.
Additional Brand Expansions
Tilaknagar Industries is also making waves. The company introduced Mansion House Ultra French brandy and Courrier Napoleon Green brandy in the state. Reports suggest they plan to bring orange and lemon-flavoured brandy under the Mansion House label.
Radico Khaitan currently supplies Royal Ranthambore whisky and Jaisalmer gin to Tasmac. The company is now in talks to introduce 8PM whisky. Pernod Ricard wants to increase its presence with Royal Stag whisky.
Addressing Supply Shortages
Eleven state-based distilleries supply Indian-made foreign liquor to Tasmac. However, supply from some distilleries stopped over the past few years. Accord Distillers and Brewers Ltd and Midas Golden Distilleries are among those that halted supplies. This resulted in a dearth of liquor brands at Tasmac outlets.
Tasmac sources reveal a key change in pricing. The ex-distillery price for other state brands was reduced to 3,500 for a case from 5,000 in 2023. This reduction intends to bring more variety for consumers and tourists. Many tourists look for familiar and established brands when they visit.
"It is working as brands outside TN want to increase their presence here," added a source.
Invitation to Distilleries
Tasmac has invited distilleries in other states to supply various products. The list includes Indian-made Scotch whisky, Indian-made whisky, domestic wine, vodka, gin, rum, brandy, tequila, and beer brands. All supplies are subject to fulfilling Tasmac's conditions, which cover pricing and other fees.
This expansion marks a strategic move by Tamil Nadu. The state aims to cater to the evolving preferences of tourists and local consumers alike. By stocking national brands, Tasmac hopes to enhance the drinking experience for visitors.
