New Delhi: Spirits maker Globus Spirits Limited is doubling down on the premiumization trend in rural and semi-urban markets. The company informed exchanges on Friday that it has officially launched ‘Globus Spirits Ryder’ in the Uttar Pradesh Medium Liquor (UPML) category.
The ₹90 Disruptor
The new brand is being introduced in a 180ml Tetra Pack format, carrying a Maximum Retail Price (MRP) of ₹90. By opting for Tetra Packs, the company aims to offer a convenient, tamper-proof, and cost-effective packaging solution that resonates with the value-conscious consumer base in India’s most populous state.
Strategic Footprint Expansion
Uttar Pradesh becomes the third state where Globus Spirits has established a presence in the medium liquor segment, following its successful operations in Rajasthan and Haryana.
”Medium liquor sits at an affordable price point, allowing consumers looking to upgrade from Country Liquor a viable path to better quality,” the company stated in its regulatory filing. This “upgrade” segment is increasingly becoming a battleground for liquor firms as rural incomes rise and consumer preferences shift toward branded spirits.
Leveraging State Policy for Cost Leadership
The launch is strategically timed to benefit from local regulatory frameworks. According to Uttar Pradesh state policy, the UPML category is primarily accessible to players who operate their own distilleries within the state. This requirement acts as a significant entry barrier while allowing established players like Globus Spirits to keep logistics and production costs low, passing the benefit to the end consumer.
Globus Spirits, which holds a diverse portfolio ranging from Indian Made Foreign Liquor (IMFL) to bulk alcohol, continues to use its integrated business model to capture value across the entire spirits value chain.