By Rashmi Pradhan

IN ORDER to get beer lovers across the country to get taste of Goa’s famous King’s Beer, Viiking Ventures has acquired the marketing and distribution rights for the beverage across the country. As of now, the drink is available only in Goa, though the plan is to make is available throughout India in a phased manner. The new brand was unveiled by Sachiin Joshi, Chairman, Viiking Ventures, along with Moksh Sani of Living Liquidz and Vijay Monte Cruz of Impala Distillery and Brewery Ltd at a function in Mumbai.

Impala Distillery and Brewery Ltd. and Viiking Ventures will form a partnership, valid for 20 years. Impala Distillery will manufacture and bottle the beverage, while all marketing responsibilities will be handled by Viiking Ventures.

Speaking to BW Hotelier, Joshi said, ’We have redesigned the packaging of the product to appeal the masses. We are looking at a good distribution channel. In the first phase, the beer will be launched in four states including Maharashtra, Telangana, Karnataka and Andhra Pradesh. The King’s Beer will be available in these markets by end of August.’

He projected, ’We will be increasing the production by three fold and will produce 3 lakh cart a month. By April 2016, it will be available across 12 states in India. We are looking at investment to the tune of Rs 500 crore in the next five years.’

Joshi revealed that talks are also underway to acquire scotch and whisky brands.

Post this acquisition, the beer has been rechristened ’Goa Kings’.

Viiking Ventures Group has interests across sectors such as hospitality, media and entertainment, health and fitness, realty and aviation.

Photo: Sachiin Joshi, Chairman of Viiking Ventures during the media event.

The Author is Assistant Editor of BW Hotelier.