Viiking Beverages, the flagship company of Viiking Ventures, is expecting a 50 per cent – 60 per cent growth in its overall revenues during this football season. Viiking Beverages, which is the fastest growing vertical of Viiking Ventures, is hoping to cash in on the football mania in India especially for its brands – Goa Kings Beer, Royal Oak Whisky and SJJ XXX Vodka.
Manoj Asrani, group CMO of Viiking Ventures, said, “Every four years, we look forward to the biggest sporting event in the globe – the FIFA World Cup. This year will be all the more special as the football mania in India has reached unprecedented levels. We at Viiking Beverages are projecting a 60 per cent spike in our flagship brand – Goa Kings Beer. Currently we are selling 2000 bottles every day and are expecting this to go up to 80,000 bottles per day during the FIFA World Cup.”
Viiking is expecting the demand to come from key states like Goa, Kerala, Maharashtra and New Delhi. He further added, “We are also expecting the sales of our other brands like Royal Oak Whisky and SJ XXX Vodka to increase by 30 per cent – 40 per cent respectively”.
Viiking Beverages has recently witnessed a shift in the consumption pattern of its brands. Manoj Asrani believes that Viiking Beverages has started appealing to the youth and younger generation of alcohol consumers. “Millenials are a big chunk of our overall market presence now. We have seen 40 per cent spike in consumption amongst the age group of 21-25. This young generation is attracted more towards football as compared to cricket.”
Viiking Beverages sells an average of 11000 cases a month in Goa, which is the biggest market in terms of sales and revenue. Viiking Beverages has manufacturing facilities located at Impala distillery and brewery, Goa and New India Brewery, J&K.