Allied Domecq Spirits and Wine (India) Pvt. Ltd. (ADSWI) was incorporated in 1994. It is a subsidiary of Allied Domecq PLC, the second largest spirits and wine company in the world. ADSWI is headquartered in New Delhi with offices and depots spread across the country. Clan Morgan is the joint venture partner with ADSWI in India and has a 26 per cent shareholding in ADSWI, which currently has an employee strength of 150.
Within a span of seven years, ADSWI has emerged as a dominant player in the Spirits industry and has established itself as the market leader in the Scotch segment. ADSWI was the first foreign spirits and wines company to introduce a leading scotch brand in India, Teacher’s Highland Cream, a leader in its segment. Subsequently, Teacher’s 50, a 12 year old premium scotch, was developed specially for the Indian market and has been a success since its launch in 1997.
The USP of the ADSWI range is its outstanding international flavour that appeals to consumers across the globe. The company takes meticulous care to provide quality and make available products from its international portfolio that suits local tastes.
Keeping with its commitment to develop its core international brands in India as well as cater to the needs of the Indian market, ADSWI expanded its product portfolio to include a diverse range of brands such as Old Smuggler and Long John Scotch. The Old Smuggler brand was further extended when ADSWI forayed into the IMFL sector, with the launch of Old Smuggler Rum, Old Smuggler Gin and more recently the introduction of Old Smuggler Brandy.
With India emerging as a focus market for Teachers Scotch Whisky, ADSWI has made tremendous efforts to spread awareness, especially with the on premise trade. The company undertakes extensive scotch workshops for F&B personnel and bar tenders in leading hotels across India. This knowledge campaign is conducted by the company’s master scotch expert, who holds the rare honour of being the only qualified Asian in Allied Domecq worldwide to lead these workshops. In addition to the Allied Domecq scotch portfolio, the scotch master also educates the participants on other scotch brands, in keeping with ADSWI’s true spirit of consumer education.
With its own manufacturing facility in Behror, Rajasthan, ASWI has made considerable investments in technology transfer to introduce distillation facilities which are comparable to the best in the world. The plant is in strict compliance with international environmental conservation norms thus ensuring that any waste water effluence or other pollutants are managed in a much more advanced manner exceeding the norms of the government and state. The facility has also undertaken extensive R & D in the areas of blending especially for the Old Smuggler range.
ADSWI is also a founding member and leading participant for responsible drinking in alliance with SASPI, an NGO, whose agenda is to promote responsible drinking.
Products and Services
Teacher’s Highland Cream- Leading International Scotch brand in the domestic retail market. Highly malted, it has a taste that appeals to scotch lovers all over the world.
Teacher’s 50- A premium select blend with a very high malt content (At least 50 per cent). It is a complex blend of 50 different malts, some of which were hitherto unavailable for commercial purposes. Some of these components are more than 12 years old and blend together to create a heady intoxicating sensation.
Old Smuggler Scotch- A distinctive blend of Highland, Lowland & Islay malts blended to perfection by the company’s master blender. With a very smooth and clean taste, it is packaged in a unique lantern shaped bottle.
Long John -The ‘price-fighter’ in Allied Domecq’s portfolio. Available at an affordable price, it offers tremendous value for money. It deserves the sobriquet - "Priceless Taste, Matchless Price"
Old Smuggler Rum - A distinctive blend of matured Indian cane spirits and exclusive Jamaican rum, specially adapted to suite the Indian palate. The first dark rum packaged in a pilfer-proof guala closure to ensure quality, Old Smuggler offers the consumer the best of both the worlds.
Old Smuggler Gin – It is an exotic blend of premium grain spirits and special botanical products, that contribute to its tantalising aroma. It is the kind of spirit that is unbeatable in an occasion that calls for something crisp, light and refreshing.
Srikant Illuri, Chief Executive Officer
Srikant Illuri, 43, has been the Chief Executive Officer of Allied Domecq Spirits & Wine (I) Private Limited since September 2000. He brings to his job nearly two decades of experience in senior management positions in Europe, Africa and Asia working for two of the world’s most prestigious multinational companies, ABB and Tetra Pak.
Soon after graduating from Sweden’s Uppsala University with an MBA degree, Illuri joined ABB as a purchasing executive. He was subsequently promoted to the position of Project Manager in their transmission division. Illuri worked with ABB for 6 years and was posted in Sweden and Iran.
In 1988, Illuri moved to Tetra Pak as Marketing Manager and worked in Switzerland and India. Later, he was named Director of Sales and Marketing for the Mediterranean, North Africa and Middle East. He was based in Cyprus at the time. Subsequently, he relocated to Dubai as General Manager, Tetra Pak Gulf.
His next posting was in Turkey, as Business Development Manager for Central Asia, the Middle East and Africa. The last position he held in Tetra Pak was that of Corporate Director for Group Initiatives for Region Asia. He was based sequentially in Kenya, Saudi Arabia and Singapore.
As CEO of Allied Domecq in India, Illuri has been working assiduously to position the company as a leader in its chosen segment—premium quality spirits.
Corporate headquarters and offices
Allied Domecq Spirits & Wine (I) Pvt Ltd
11 Vishnu Digamber Marg
New Delhi 110 002
Media contact details
Phone: +91 (11) 332-6200
Fax: +91 (11) 371-4713