Chandigarh 23rd
August:- Four friends for 25 years Sanjay
Lamba, Paramjit Singh, Baljinder Kashyap and Amardeep Singh, all of whom have a
rich and long experience in the beverage & liquor industry, have come
together to unveil a unique Beverage Industry Start Up – ‘Sugliq Global’.
A press conference was organised to
formally unveil the company and the event also saw the showcasing of Sugliq’s
first beverage brand – SCAM, which is a strong Beer. Innovatively named, the
brand creates a niche for itself in an industry dominated by major
multinationals and raises the bar for others.
Sanjay Lamba, Chairman, Sugliq Global
explained the design philosophy said that the design aesthetics of the beverage
can are unique. SCAM written across a brilliant red circle brings the product
to life. It’s scribbled in such a way that it appears to be graffitied onto the
can. It marks rebellion, people going against the status quo and making their
own rules. These people, the youth generation are united together with their
wristbands and tattooed arms, holding cans in their hands and reaching up
towards the stars.
Paramjit Singh, Director said that we
have launched a premium segment product and the unique taste of SCAM was
created with the help of a German brewer. This has ensured smoothness and
freshness intensity, through the dynamic multilayered brew of imported barley.
Our product matches with International products as far as quality and taste go.
The production capacity has been
outsourced and availability of capacity shall not be an issue. The company
plans launching bottles in the sizes of 330 ml and 650 ml in 2-3 weeks time.
The brand has already been launched in the states of Punjab and Haryana and
will be launched in Chandigarh, UP and Delhi in the next 2 weeks.
Baljinder Kashyap , Director, Sugliq
Global said that SCAM’s tagline is Drink it. Don’t do it. It symbolises the
philosophies of honesty mixed with curiosity and positivity. It hides behind
nothing and presents itself loud for all to hear and devour.
Amardeep Singh, Director Sugliq said
that the states, we are targeting in the beginning, are short of supplies and
always demand driven. There is always a consumer for quality product. Our first
priority is to connect with our target audience and bridge the gap between
demand and supply. Market share is just a number. We believe in chasing value
and not volume alone.
The experts also shared some
interesting figures related to beer consumption in North Indian states. While
Punjab has 40 Lac Cases consumption per annum, Haryana consumes 100 Lac Cases
every year. Chandigarh with 12 Lac Cases per annum is growing . Delhi has a
consumption of 150 Lac Cases every year and HP 12
Lac Cases per annum. These states are growing at around 15% per annum.
Sanjay Lamba sums up by saying that we
are looking at organic growth through introduction of new packs, new categories
and width and depth of distribution and want to have a Pan India presence in 2
years time.
Be Honest. Don’t do Scam. Drink Scam.
