Bisleri adds URZZA to its portfolio; Aims to sell 10mn cases in 1st year!

Bisleri International Pvt. Ltd; pioneers in the bottled water segment, announced their foray into the energy drink segment with URZZA. With this launch, Ramesh Chauhan, Chairman Bisleri International, marks his re-entry into the Carbonated Soft Drinks (CSD) segment 22 years after selling iconic soft drink brands like Thums-Up, Limca, Gold Spot, and Mazza. Positioned as a great tasting ‘Liquid Charger’, Bisleri URZZA is the first energy drink to be available in PET bottles in India. The non-caffeinated energy drink will have a pan-India roll out by mid-September.

A first-of-its-kind product in the energy drinks segment, URZZA is positioned as ‘Great Tasting Non-Caffeinated Energy Drink’. URZZA will be available in 250 ml cans 

and 300 ml PET bottles priced at Rs. 50 each. Being promoted as anytime and anywhere drink, URZZA is set out to create a new segment by making energy drinks more acceptable for any-occasion-consumption. Its unique flavor has been carefully crafted to be liked by all age-groups.

Making the announcement, Ramesh Chauhan, Chairman, Bisleri International Pvt Ltd said; “We are very excited to re-enter the category which we exited 22 years back. We have always believed in coming up with innovative offerings for our customers suiting their needs and preferences. URZZA is our dream project backed up with years of research and aspiration to offer our consumer something unique and refreshing. With the launch of URZZA, we intend to create a completely new segment combining the aspects of a CSD and an energy drink. We are very optimistic on significantly exploding the energy drink segment in the country. ”

Adding further he said; “Consumers today are looking for different choices. Bisleri as a brand is well known for offering convenience packing to its consumer. Following the similar trend URZZA will be the first energy drink available in PET bottles to aid individual consumption. We are looking forward to sell 10 million cases of URZZA in the next 12 months, contributing 10 percent of the company’s sales.”

URZZA will be riding on Bisleri’s distribution strength of over 5 lakh outlets. URZZA will be rolled out nationally targeting major metros, mini metros, towns and rural markets. The product will be available in the general trade/retail segment, modern trade outlets, corporate and college canteens, multiplexes, airports, bars, clubs, restaurants, mom and pop stores, grocery store, etc. The company has also planned an extensive 360 degree marketing campaign involving television, print, digital, outdoor, etc. which will kick-off by mid-September.

Bisleri currently leads the mineral water category in India with 60% market share and is growing that on year at the rate of 26% per annum. Bisleri has pioneered in seeing trends in the industry by introducing different pack size for every drinking need. It's the only brand in the beverage category to have more than 8 different pack sizes.

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