Resolute the new vodka to tickle the taste buds of mumbaikars

There cannot be a better word to explain a Mumbaikar, but Resolute. Sipping Spirits Private Limited (SSPL), India's first boutique spirit bottling Company based in Goa launched an all-new range of super premium vodkas named "Resolute" today. SSPL has entered into an exclusive tie-up with Melchers Group of Netherlands in 2007.

The grand idea is to revolutionize and refine the way people consume spirits and introduce the "Sipping Culture' in India. Till now, vodka was clubbed under the "white spirits" segment but for the first time Sipping Spirits has refurbished the category with their all new black and pink variants.

The domestic vodka market is robust with 4.5 million cases per annum and the super-premium segment is registering a brisk growth of 50 %. There has been an epistemic shift in drinking habits and it is no longer considered a taboo in Indian society. A class of nouveau riche is emerging who aspire for vodkas superior to premium ones and yet priced moderately in comparison to imported brands. Sipping Spirits treads that line and caters to this segment.

"We are not launching a brand here. It's a concept being introduced and a new segment being created. Conceptually we are talking about a straight sipping product, which is so pure and all natural and one that can be enjoyed on the rocks or just as it is. We were the first company to launch non-scotch products at price points between Rs. 600 and Rs. 800 per quart in 2009, essentially creating a new segment and this is the segment that every one is talking about now" said Prasanna Natarajan, Managing Director, SSPL. On how the trade has embraced the product, he added "Our products are artisan grade, and not industrially produced. We stand out for the standards we have set ourselves, and hopeful that the trade will embrace us like they have done in the other states. Brands will come and go, but our concept is here to stay."

Sipping Spirits holds the license for a number of international brands and products to be for the first time launched as "Bottled in India".

"Our aim is to build a vibrant brand and focus on reaching the right customers first. Once the prospect trails the product, he has every reason to buy or repeat (the buy). We are confident of growing the market share, and keep up the tempo with the new product launches" said Somangsu Biswas, Senior Vice President, SSPL.

On the production of the Vodka itself, he added "There are no secrets, just pure inputs."

The Netherlands based Melchers Group supplies key ingredients and the filtration, final blending and bottling in completed in their Goa plant.

Sipping Spirits intent is to change the drinking patterns of Indians who are mostly given to diluting liquor prior to intake. A Sipping Spirit is typically a 100% pure spirit of high authenticity that can be consumed "neat " or "straight' without the need for mixing or dilution one that can be enjoyed sip-by-sip at the bottled alcohol strength (of 42.8% ABV).

Sipping Spirits Resolute Vodka is available in West Bengal, Andhra Pradesh, Goa, Pondicherry and some Northern states. The product is to be launched in Tamil Nadu this month under a contract packing arrangement.