AMBROSIA • December 201516

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Alcobev Start up, Rock & Storm Distilleries, Expands Operations It is an exciting new journey, the Directors Arundeep Singla, Amandeep Singla, Prashant Arora, Vinay Ratan Khare along with their advisor C. B. Srivastava unveil their plans for the company.

Prashant AroraArundeep Singla Vinay Ratan Khare Amandeep Singla

Rock & Storm Distilleries, the fastest growing alcobev start up, is now tasting early Success with

its fastest selling brands in Uttarakhand. Dennis Special is also far ahead of the competition.

The company’s fast track growth is also due to the coming together of industry veterans, Prashant Arora and Vinay Ratan Khare, joining hands with Arundeep Singla and family by way of equal partnership by acquiring stake in Rock & Storm Distilleries. The company is well on its way towards becoming the best performing and most respected spirits company of India.

Rich N Rare aged premium whisky is available in all retail shops in 750 ML, 375 ML and 180 ML pack sizes. The rewarding taste of “Rich n Rare” Aged premium whisky is crafted for you to savour on its own, with water, over ice or however you enjoy responsibly.

Rock & Storm Distilleries, an alcobev startup, headquartered in Punjab, has now entered new markets to expand its pan India presence. The company launched its portfolio of semi premium and premium whisky and vodka brands in high volume markets

like Uttarakhand and Haryana. Rock & Storm has already achieved the unique distinction of the fastest growing start-up in this domain, capturing a sizeable share of the market in just five years of setting up its operations.

C.B. Srivastava, said, “We created our blends in-house and ensured that the quality was at par or higher than international rivals. Trade and consumers picked up the quality standards of Rock & Storm brands quickly and pushed us to increase availability in other markets as well. We are extremely pleased with the same acceptance of our brands in Uttarakhand.”

“The company’s turnover with levies last year was `150 crores. We have been growing at a tremendous rate and are looking at Rs 400 crores turnover this year. The CAGR is also 170% over the last four years,” added Srivastava.

The company’s flagship brand, Dennis Special, overtook established players, selling one lakh cases volumes in Delhi in corporation sales last month. This was achieved within 10 months of the brand’s launch in Delhi. The company recently launched Rich N Rare Aged Premium Whisky in Delhi and

AMBROSIA • December 201517

Rock & Storm Distilleries, the fastest growing alcobev start up, announced the launch of its premium whisky,

Rich N Rare, in Delhi and Haryana. Priced at Rs. 410 for a 750 ML bottle in Delhi, Rich N Rare will be competing with Royal Stag from Pernod Ricard and Royal Challenge from Diageo USL

Rich N Rare aged premium whisky is matured with utmost care in wooden vats. Crafted from the finest oak aged Scottish malt whiskies and blended with Indian grain spirits, Rich N Rare has an outstanding warm texture and expression of golden color. The taste is smooth n mellow, yet complex with excellent maturity with soft sweetness of fruit.

According to CB Srivastava, Advisor, Rock & Storm Distilleries, “We have launched Rich N Rare in Delhi and in Haryana. Initial trials have generated an overwhelming response for its quality, smoothness and maturity. A promising brand from the Rock & Storm portfolio, we will now be launching in Uttarakhand and thereafter other Northern States.”

C B Srivastava

Rock & Storm Distilleries Launches Rich N Rare Premium Aged Whisky

Rock & Storm Distilleries ‘Storming’ markets

After launching their brands Rich N Rare in Delhi and Haryana, plans are afoot to launch it in Uttarakhand. For Rock & Storm Distilleries,

it was no easy task setting sights on an industry already

rife with competition. However, driven by strong entrepreneurship and a versatile marketing team, the company has come out all guns blazing with an array of white and brown spirits, capturing a sizeable share of the Delhi market in a relatively short span of time.

Mr. C.B. Srivastava, Advisor - Rock & Storm, an Ex-Divisional Vice President of United Spirits Limited and has experience of 36 years in the liquor industry, being at the helm of driving key marketing and sales initiatives for giants such as Diageo and USL, said, “After fully setting up our bottling plant in Punjab, and with a strong start as we went along we saw this as a great platform for both domestic and international business”.

The company’s turnover with levies last year was `150 crores. “We have been growing at a tremendous rate and are looking at `400 crores turnover this year. The CAGR is also 170% over the last four years”, he said.

So far, the large bouquet of brands developed has done very well. “We purchase raw stock and make our own recipes and blends at the Punjab unit. We have also launched Dennis in new packaging in Uttarakhand”, said Srivastava and has created a storm there.

“Driven by the vision to be the best performing and most respected spirits company of India, we plan to go pan-India and look at exports and continue our climb towards premiumisation. We are also going to set up a microbrewery in Chandigarh”, added Srivastava.

According to him, Rock & Storm is ready to “rock the market and the industry in more ways than one”.

The company also advocates responsible drinking and is driving various initiatives as a part of CSR.

Haryana to reap the demographic dividend of the semi-premium and above whisky segments.

The company has an equally strong franchise in the regular segment with the Revolution rum and vodka series. Blue Eyes Vodka from Rock & Storm operating in the semi premium segment has gained fastest share points in Delhi and Haryana since its launch.

The company has a manufacturing plant is in Sangrur district, Punjab, and equipped with seven lines to match international quality standards. For Vodka, a Russian total filtration technology machine has also been imported and installed.

The second manufacturing plant at Chandigarh started operations in October and is one of the top facilities that the country has seen, with eight lines with Auto labeler and meeting the international quality standards. For Vodka,

the Russian total filtration technology machine has also been installed.

Rock & Storm is planning to further expand its bottling capabilities by setting up new facilities in the Northern region, including a microbrewery.