USL Brand Info_web Version 18.2

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INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANY

INDIA’S LARGEST & WORLD’S LARGEST SPIRITS COMPANY





India’s Largest Beverage Alcohol Group and The Largest in the World

Total worth of its spirits division brands is over $ 5 billion US Dollars

Market Leader with over 59% market share of India Spirits Business

114 million cases in the year 2010-11

Portfolio comprises of a wide range of Brands including 21 MillionaireBrands





21 Millionaire Iconic Brands





USL Now Global # 1 has out-performed the FMCG peer set onRevenue & Profit growth

Company3 Year NSR

CAGR %3 Year EBITDA

CAGR %

USL 26% 39%

Peer Set Average 16% 11%

Radico Khaitan 14% -1%

HUL 13% 17%

ITC 15% 11%Nestle 20% 18%

Dabur 14% 18%

Britannia 20% 5%

Tata Tea 14% 8%





USL – Truly A Global Indian FMCG Company

Company% Share of turnover

from OverseasOperations

USL 20%

Peer set

Marico 21%

Dabur 13%



INDIA’S LARGEST & WORLD’S 2ND LARGEST SPIRITS COMPANYINDIA’S LARGEST & WORLD’S LARGEST SPIRITS COMPANY

USL Brands grew 14%

World’s Top 100 Spirits Brands grew 1%*

18 of the Top 25 global Premium brands lost ground

Smirnoff, Bacardi, Johnnie Walker, Absolut collectively lost 4 million cases*

USL is one of two companies with more than 10 brands featuring in the Top 100 brand listing*

* Source – Impact International

USL PERFORMANCE HIGHLIGHTS




Brand Performance Highlights

Bagpiper -

Largest Whiskey

in the world

• McDowell’s No.1 -

Largest selling Brandy in theworld

• Celebration Rum -

3rd largest Rum in the world

• McDowell’s No.1 -

2nd Largest non-Scotch

whiskey in the world

McDowell No.1 - LargestUmbrella alco-bev brand in

the world

Widely recognized brands

• Black Dog -

Largest PremiumScotch in India

• W&M -

4th largest Scotchcompany in theworld




Category USL Market Share(%)

Brand Ranking

BII Scotch

Premium Scotch 44% Black Dog 12 Yr (Rank # 1, Fastest Growing Premium Scotch)

Regular Scotch 6% Black Dog 8 Yr (Fastest Growing Regular Scotch)

Whiskey

Premium 60% Royal Challenge (# 2), Signature (# 3),

Antiquity (# 4, Fastest Growing Premium Whisky)

Prestige 61% Mc Dowell's No 1 (#1), DSP Black (#3, Fastest Growing Prestige Whisky)

Regular 55% Bagpiper (#1), OTW (# 3, Fastest Growing Regular Whisky)

Vodka

Premium -- ‘-

Prestige 7% Red Romanov (#2)

Regular 83% White Mischief (#1), Romanov (#2)

Regular Rum 56% McDowell’s Celebration (#1), Old Cask (#3, Fastest Growing Rum)

Regular Brandy 67% Mc Dowell’s No 1 (#1), Honey Bee (#2, Fastest Growing Regular Brandy), John Exshaw (#3)

Regular Gin 79% Blue Riband

USL has dominant market share & the fastest growing brands in most keysegments




USL is one of 5 brands tipped to become aglobal brand from emerging markets

Financial Times,London, July 19,2009




McDowell’s No.1 is India’s largest FMCG brand by retail value andthe world’s largest alcobev brand




Value Creation by USL & UBL

• Retail sales value

• USL ~ Rs. 30,000 Cr

• UBL ~ Rs.8,200cr

• Government revenue through excise and other levies

• USL ~ Rs.18,000 Cr

• UBL ~ Rs. 3,200 Cr

• Employment

• USL ~7,500 directly & ~ 75,000 indirectly

• UBL ~ 30,000 directly & indirectly

> Rs.38,000 cr

> Rs.21,000 cr




Iconic Properties




ROYAL CHALLENGERS

BANGALORE




ROYALCHALLENGERS

BANGALORE

ROYAL CHALLENGERS BANGALORE




Luxury Brands




The World’s Most BeautifulVodka

• It’s pink. It’s redolent of flowersand fruit. And in its chicperfume style bottle, it could

live on a vanity table.• Created in Sweden by

champion wine tasters, Pinkyowes its elegance anddistinctive “ pink” taste to abouquet of violets, rose petals,

wild strawberries and otherbotanicals, hand blended intothe vodka after distillation formaximum flavor.




Luxury Portfolio - Wines




• FourSeasonsVarietals

• Winner of SommerlierIndia andInternational WinesChallengeAward




Black Dog 18 YO ScotchWhisky

• Black Dog 18 Year Old is aMagnum Opus from theacclaimed Black Dog stable

• Matured for a minimum of

18 years in oak casks, agedmalt and grain whiskieshave been skillfullyblended together to createBlack Dog 18 Year Old – asublime testament to the

art of luxurious indulgence.



INDIA’S LARGEST & WORLD’S 2ND

LARGEST SPIRITS COMPANYINDIA’S LARGEST & WORLD’S LARGEST SPIRITS COMPANY

Black Dog 18 YO ScotchWhisky

• Inspired by the smoothness of the ‘Black Dog 18’ b lend, thedesign uses a minimalistapproach

• Scottish scenery being treatedin an ‘evening’ tone – thus

enhancing a feel of calmnessand serenity.

• The richly coloured ‘Black Dog’ fly is a key signature of thebrand

• A ‘rich’ saturated blue hasbeen used to depict thesophistication of the brandw ith touches of light golddepicting a sense of grandeur.





Black Dog- 12 Year Old Deluxe Scotch Whisky

USP:125 year Brand heritage

Authenticity

Consistent quality

Brand Highlights

• Largest selling Premium Scotch w ith50% market share





Black Dog- 12 Year Old Deluxe Scotch Whisky

Blend

• The blend contains a range of Scotches from theHighlands, Speyside, Is lay and the LowlandsDistilleries

• Highland Scotches -rounded and dry character

• Speyside Scotches - refined smoothness

• Islay malts -phenolic character of peated malt

• Lowland malts- sweet character with a hint of

smokiness

• Overall Black Dog 12 Year Old Scotch is treasured forits mellow Smoothness and its distinct palate





Communication





Brand Highlights

• Launched to commemorate 100years of Black Dog

• A rich and rare 8-year old blendedScotch whisky

USP:unique blend of 32 fine aged singlemalts

chill filtered at 0oC to elicit subtlenuances

Black Dog Centenary 8 Year Old ScotchWhisky





Blend

• a unique blend of 32 fine aged single malts

• seductive aroma and silky smooth tones, of theSpeyside malts lending their backbone to thisclassic Scotch whisky

• Robust body, pronounced rich malt and oak andsherry sweetness, spreads warmly in the mouth

like silent sea waves.

Black Dog Centenary 8 Year Old ScotchWhisky




LARGEST SPIRITS COMPANYINDIA’S LARGEST & WORLD’S LARGEST SPIRITS COMPANYINDIA’S LARGEST & WORLD’S LARGEST SPIRITS COMPANY





Antiquity Blue Rare Premium Whisky

Brand Highlights

• Finest & most expensive Indian whisky

• Won several blend awards includingGold at World Beverage Competition,USA (2007), in category for Scotches

(Single Malt/ Blended/ Specialist)• Several International awards for

superior packaging including Worldstar2006 & bronze at World BeverageCompetition, USA (2007)

• Ultra-premium variant of AntiquityRare, has established itself as the newbenchmark in the super premiumwhisky segment growing at over 61%





Antiquity Blue Rare Premium Whisky

Blend

• Made from choicest malts,mellowed in imported white-oakcasks and distilled in traditionalcopper stills

• Has a rare touch of “HEATHER & PEAT” , and is smooth with avelvety feel on the tongue

USP:Finest Indian whisky with world-class

credentials

Specially imported blue bottle in linew ith brand ’s super-premium image.





Antiquity Rare Premium Whisky

USP:Blend of International standards

Brand Highlights

• The only whisky in its class

• Won the ITQI Taste award atBrussels in 2006

• Won the Gold Medal at MondeSelection, Brussels in 2006





Antiquity Rare Premium Whisky

Blend

• Double distilled in special copper pot-stills, matured in imported w hite-oak

casks

• Blended w ith choicest, imported vattedmalt spirit from Scotland, inproportions which is a well guarded

proprietary secret





Mc Dowell’s Single Malt Whisky

Brand Highlights

• Developed to suit the palate of thediscerning Single malt drinker

• Made at our State-of-art Distillery at Goa

• First ever indigenously developed Single

malt whisky from Asia

USP:One of the best Single Malts at highlyaffordable price (best value for Money)





Mc Dowell’s Single Malt Whisky

Blend

• Its one of the very few single malt

whiskies produced outside Scotland

• Distilled in the pot still tradition it ismatured in oak casks for over three years

to deliver a distinct taste



INDIA’S LARGEST & WORLD’S 2

ND


Royal Challenge Finest Premium Whisky

USP:Finest Indian WhiskyWidely accepted for over 2 decades

Brand Highlights

• Synonymous with the finest I ndian Whisky

• Largest selling Premium whisky of India

• 24-year Heritage brand with sales of over

1.2 million cases per annum

• Market leader with 33% market share

• Won awards at ITQI, Brussels and WorldBeverage Competition, USA.




Blend

Royal Challenge Finest Premium Whisky

• Full-bodied blend of imported scotch & select Indian malts

• Carefully matured in imported white oak

casks to attain the unique blend whichmakes Royal Challenge a connoisseur’sdelight




Signature Rare Aged Whisky

USP:

World-class blend,Attractive & Unique packaging,Sharply positioned on ‘Success is GoodFun’

Brand Highlights• One of the fastest growing brands in the

USL portfolio

• Awards Won for blend are-

– Grand Gold at Monde Selection, 2006

– Silver & Best in Class awards at theInternational Wine & SpiritsCompetition, 2005

– Bronze at Concours Mondial DeBruxelles, 2005




Signature Rare Aged Whisky

Blend

• Exquisite whiskies from Scotland have beencombined perfectly w ith the finest aged Indian malts

• These are blended for an extended period of time toensure that the essence of various scotches, eachadding its distinct flavor, is present in every sip

• Highest quantity of scotch per drop among all thepremium Indian w hisky brands resulting in an

unforgettable scotch-like experience




McDowell Signature Indian Derby 2010




McDowell’s No1 Reserve Whisky

USP:India’s favorite whisky,Constant innovations in packaging, marketing, promotionsand consumer events has helped maintain leadership

Brand Highlights

• 4th largest selling Whisky in the world

• Combined sales of over 35 million cases FY 10 for thewhisky, rum and brandy franchise

• Market leader w ith 60% market share

• Smart Pack won a Silver at the 2005 Flexible PackagingAchievement Aw ards and also got special Citations at18th DuPont Awards for Innovation in Packaging




McDowell’s No1 Reserve Whisky

Blend

• Superior whisky blended w ith scotch and selectedIndian malts matured in Scotch Oak cask

• In the Scotch oak cask the blend goes though a uniqueSubtraction-Addition-Processing method

• Firstly the oak wood cask ensures bad congeners areremoved from the malt spirit giving it a w oody finishand a golden glow

• Subsequently it releases Tannin and polphenols, whichimparts aroma and colour

• Finally good congeners add to the smoothness of No.1giving it a faintly sweet character





McDowell’s No1 Diet Mate Whisky

USP:

World’s first diet whisky

Brand Highlights

• Targeted at the health & fitness-conscious drinker





McDowell’s No1 Diet Mate Whisky

The smoothness of a reservewhisky is combined with the

goodness of ‘Garcenia’ - an ancientIndian herb, which has the rareability to burn excess fat andcontrol cholesterol levels in thehuman body

Blend





White Mischief Vodka

USP:Brand name,

Frosted bottle,Blue and white color,Sharp and edgy communicationExcellent for preparation of cocktails

Brand Highlights


• Fastest grow ing vodka

• 5 year CAGR of 34%

• Sales of over a million cases

h h f dk





White Mischief Vodka

Blend

• Triple-distilled from the finest spirit andsystematically carbon filtered to the highest

levels of clarity and purity

• The clean and dry Extra Neutral Alcohol isblended in close supervision and strict qualitycontrol parameters to ensure a high qualityvodka blend





Romanov Red Vodka

• Derives it niche fromthe choicest multiplegrains grown in India.

• Multi-distillation process

• Further refined throughmulti-filtrationtechniques to arrive ata never before blendcaptured by RomanovRed.





Romanov Red Vodka

• Introduced in a shrinksleeve packaging (thebottle is made of redsleeve that isconspicuous andattractive) for the firsttime in India.

• Premium variant of Romanov Vodka





P i R V dk





Premium Romanov Vodka

USP:World class Triple-distilled blend,

International packaging

Brand Highlights

• Sales in excess of a million cases

• 25% growth for the year ended March31, 2010

P emi m Romano Vodka




Premium Romanov Vodka

Blend

• Rigorous 7-step manufacturing process toattain a high level of clarity and purity

• Chromatography and sensory analysis byexperts

• Blended with extra pure demineralised water




McDowell’s Blue Riband Gin




McDowell s Blue Riband Gin

USP:Blend,Heritage,Wide acceptability and brand loyalty

Brand Highlights


• Has been delighting consumers for 47 years

• Available in contemporary packaging

McDowell’s Blue Riband Gin




McDowell s Blue Riband Gin

Blend

• Blue Riband Gin is manufactured using high

quality extra neutral alcohol, extra-puredemineralised water and choicest food flavors

• It has inviting top aroma of Juniper berry w ith a

whiff of coriander in the background




Blue Riband Premixes





Brand Highlights

• Pioneered premixes 15 years back

• Blend that is premixed to perfection,

Variety of flavours






Blend

Duet - A mix of gin and lime, its distinctiveand refreshing hint of lime adds radianceto any moment

Tango - A mix of gin and orange, itsdistinctive and invigorating tw ist of orange imparts an unmatched refreshingrelief to the consumers

Ice - It has a beautifully balanced aroma of mint and subtle lime with emerginglayers of juniper berry. Very cool andrefreshing




McDowell’s No1 Celebration Rum




McDowell s No1 Celebration Rum

USP:Unique blend that is w idely accepted,McDowell’s lineage

Brand Highlights

• 2 nd largest rum in the world w ith sales of 12.2million cases (2009-10)

• Market leader in India

• Won The Superior Taste Award 2006 with 2Stars from ITQI, Brussels, and also the Silveraward at the International Wine and Spiritscompetition 2005 for its superior blend

McDowell’s No1 Celebration Rum




McDowell s No1 Celebration Rum

Blend

• Multi-distillation process through 5 coppercolumns

• Characteristics of Jamaican rum aroma w ith aspicy note at the background

• The rum spirit is matured for over three years inoakwood barrels that give it a deep rich color,

perfect strength and extra smoothness

• Cutting edge Gas Chromatography process




Director’s Special Black Deluxe Whisky




Director s Special Black Deluxe Whisky

Brand Highlights

USP:Unique bottle and premium packaging

• Sales over 1.5 million cases

Director’s Special Black Deluxe Whisky




Director s Special Black Deluxe Whisky

Blend

• Its rare and mature taste is a uniquecombination of smoothness and richness

• Born of the classic fusion of handpickedbarley and malt, by the traditionalmethod of distilling




McDowell’s Green label Whisky




McDowell s Green label Whisky

USP:Extremely smooth blend,Wide acceptability

Brand Highlights

• Growth of McDowell’s Green Label -32%for fiscal ending March 31, 2010

• Highly popular brand since its launch in1994

• Worldstar '96 award for packaginginnovation

• Two Star rating for superior taste fromthe ITQI (International Taste and QualityInstitute) Brussels (2006)

McDowell’s Green label Whisky




McDowell s Green label Whisky

Blend

• I ts distinctive character isdue to the interestingintermingling of malty,spicy and nutty aromas.

• It engages the palatew ith the sweetness of rich malt and a hint of spice

• The Blend has beenawarded a two star by theinternational taste andquality institute in 2006




Director’s Special Whisky




ecto s Spec a s y

USP:

BlendHeritageWide acceptability

Brand Highlights

• Our Second largest selling RegularWhisky

• 8% market share

Director’s Special Whisky




p y

Blend

• A skillful fusion of handpickedbarley and malt, this rich, goldenblend is a rare balance of smoothness, flavour and strength




Bagpiper Deluxe Whisky




gp p y

USP:

Popular and w idely acceptedTrustworthyStrong blendBollywood connection

Brand Highlights

• World’s largest selling Whisky

• 17 million cased for fiscal ending March31, 2010


• 30-year-old flagship brand of USL

Bagpiper Deluxe Whisky




gp p y

Blend

• Light malty aroma with a hint of woody/ earthy character at the background

• The malt spirits used in the blend are chosenfrom malts matured in pre-identifiedAmerican oak casks

• These malt spirits, when blended in certainproportion, gives a smooth woody aroma tothe whisky




Communication

Bagpiper Tetra




gp p

USP

• Tamper P roof

• Six Layer P rotection

• Easy to Carry

• Light to Transport




McDowell’s No1 Brandy




USP:

Popular and w idely accepted,McDowell’s lineage,

Consistent quality

Brand Highlights

•World’s largest selling Brandy w ith

sales of 9.8 million cases (2009- 1 0 )

• 40% market share in India

Communication




Honey Bee Brandy




Brand Highlights

• Sales of 3.9 million cases -2009-10

• 16 % market share

Communication




Other Brandies from USL




Other Brandies from USL

Brand Highlights

Joie De Franc Premium BrandyOne of the premium brandy in India; sales of over 200,000cases p.a,

VSOP Exshaw Premium BrandySales of over 1,00,000 cases p.a,

VSOP Exshaw Deluxe BrandySales of over 1,00,000 cases p.a,



United Spirits Ltd

Level 6-10, UB Tower, UB City

Vittal Mallya Road, Bangalore- 560001

Tel: 91-80-39856020

Web Site: http:/ / www.unitedspirits.in

USL Brand Info_web Version 18.2

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