from the md’s desk · behind the scenes, our financial backbone has been working tirelessly. the...

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From the mD’s Desk:

T H E I N T E R N A L N E W S L E T T E R O F A L C O B R E W

NEWSLETTERVol.7 • DECEMBER 2018

Mr. Romesh Pandita, M.D., Alcobrew Distilleries

Dear Alcobrewans,Since the last newsletter, it has been an action-packed period with many activities undertaken in various parts of business operations.

We had set our objective to achieve 3.50 million cases in current fiscal. We recently had our half year business review held at Goa from October 6th to 9th and have set the ball rolling to achieve the balance volume in the rest of the year. The entire team of Production, Supply Chain, Sales, Marketing and Finance have geared up to achieve our objectives for the year!

From production perspective, we have eleven assembly lines up and running, as you read this newsletter. Besides our mother plant, we have tied-up with the bottling unit in Himachal Pradesh where the commercial production has commenced from September. With our mother plant and two tie-up units, i.e., Telangana and Himachal Pradesh, we are working relentlessly to achieve our objective.

On the other hand, our Marketing team has been in full swing. To start with, an extensive consumer research was undertaken among premium whisky consumers to understand their profile, behaviour and preferences, so as to identify positioning platform for Golfer’s Shot Whisky. Consequent to this insightful research, ‘Taste The Good Life’ has been developed as communication platform for Golfer’s Shot Whisky. A new brand campaign has been developed and is now being rolled out in key markets. The same is being established through activation in premium On-trade outlets through Golfer’s Shot Good Life Experiences. Such experiential evenings have been initiated in the markets of Delhi, Gurugram, Noida and Lucknow and will be rolled out in other key markets soon.

Our Digital Marketing strategy has been revamped completely for Golfer’s Shot. The new digital campaign has been released in the priority markets of Delhi, Haryana, UP and Goa. Targeting young, affluent consumers, the campaign is being released on Facebook and Instagram through a combination of static posts and GIFs. The digital campaign has shown great response in terms of reach, impressions and engagement percentages.

In line with its tagline of #BetterYourGame, Golfer’s Shot is the official sponsor for India’s entry to the esteemed Ultraman Championship in Hawaii. Mr. Gaurav Makkar was proudly sponsored by Golfer’s Shot. The Ultraman Championship is an extremely challenging 515km, multisport race, spread out over a span of 3 days.

Our NPD team is working tirelessly to ideate and develop new products, refresh existing packaging across various brands in the existing and new categories to help us take the next flight of growth in coming years.

The results of NPD efforts are expected in the months of February and March. The company has been in news for good reasons. Our expansion & investment plans have been

widely covered across media, including leading financial dailies like The Economic Times, Mint, The Hindu Business Line, Business Standard and also trade media like Ambrosia, Spiritz. In addition to the

corporate PR coverage, Golfer’s Shot Good Life Experiences & new campaign have been covered in various digital media.

Behind the scenes, our financial backbone has been working tirelessly. The team is working on an ERP system with the aim of structuring the tasks and increasing the work efficiency.

Last, but not the least, to draw this letter to a close, all I would like to say is that each of us must find purpose in our work.

The best work happens when you know, that it’s not just work, but something that helps us to #BetterOurGame in life and as humans.

All the Best, Team.Cheers!

Alcobrewalcobrew.com 1

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Ultra man Nov 23-25, 2018

While some people in the world tend to shy away from challenges, there are a few brave souls who like to take on the challenges head on. Golfer’s Shot Premium Whisky salutes the undying spirit of Gaurav Makkar, India’s sole participant at the Ultraman Championship 2018, which took place in Hawaii. A 3-day-long, 320-mile individual ultra-endurance event, Ultraman Championship 2018, was held in Hawaii from 23rd to 25th November. The event was limited to 40 participants and the entry was through invitation only. Gaurav Makkar was the only participant from India, who did his country proud by taking part at the event. Gaurav Makkar is a 4-time Ironman Finisher and the fastest Ultraman from our country. He is also the only certified Ironman Coach in the whole of Delhi-NCR. With over 15 years of experience in the Fitness Industry, Gaurav Makkar has trained over 500 sportsperson over the years. This partnership is being amplified on both Digital Media and on the PR front.

In tune with the company’s philosophy of #BetterYourGame, Golfer’s Shot Premium Whisky became proud sponsor of Gaurav Makkar, India’s sole participant at the Ultraman Championship 2018, in Hawaii.

Alcobrew alcobrew.com Alcobrewalcobrew.com 32

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Lion Daddy LaunchedInvestments Galore!

meeting with himachal Pradesh C.m.

Nov 24, 2018

Team Alcobrew’s meeting with the Himachal Pradesh CM was a great success. The team discussed its plan for setting up a manufacturing plant. The company has received a letter of intent from the Himachal Pradesh government to set up a malt distillation and maturation plant in the state. About 70% of the malt production will be utilised for the company’s own brands.

India’s foremost business newspaper, Business Standard covered Alcobrew’s growth story and its IPO plans on November 24, 2018.

Alcobrew is on an expansion spree mode with plans to set up a new manufacturing plant in Himachal Pradesh.

Premium rum: Blended with Jamaican Rum and Matured malt spirit, pegged against Industry Leader (Old Monk)Pricing strategy: 10% premium over Old MonkLaunched in Chhattisgarh and Delhi. Also exported to international markets. Congratulations Team Alcobrew!

FABP(I)

Federation of Alcohol Beverage Producers (India)

Alcobrew has joined membership of FABPI. The other members of this prestigious club include:1. ABD2. Radico Khaitan3. Jagatjit Industries4. Amrut5. John Distilleries6. Mohan Meakin Distillery

sme eLIte 50

Happy to share that ALCOBREW has made it to the “SME ELITE 50 (ET NOW ICICI Bank Business) list. Congratulations Team!

Fun Fact


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Good Life experiences - Lucknow Oct 28, 2018

Alcobrew Distilleries India Pvt. Ltd. announced the launch of a new experiential campaign – Good Life Experiences – for its brand ‘Golfer’s Shot’ Whisky - targeting young and affluent consumers.

Glamour on the ramp Jul 20, 2018

Golfer’s Shot was the pouring partner for the ‘Glamour on the Ramp’ event in partnership with JD Institute of Fashion Technology and Make-up partner, Star Academy.

Nov 16, 2018

Golfer’s Shot Good Life Experiences event in Gurugram highlighted experiential evenings curated especially for niche consumers amidst modern ambience, with plush comfortable recliners, tasteful enjoyment of complimentary drinks with a beautiful picture perfect background. There were musical concerts and various other fun activities to try out at the event.

Gurugram

hospitality & travel Awards, 2018 Oct 16, 2018

K.J. Alphons, Minister of State (Independent Charge) for Tourism, Government of India, inaugurated the 14th Annual International Hospitality & Travel Awards 2018, which was held at Ashok Hotel, New Delhi, in association with Cox and Kings Ltd. Golfer’s Shot was the pouring partner of the event.


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India Vs West Indies, Lucknow t20 Nov 06, 2018

The newly built Ekana International Cricket Stadium, Lucknow, organised a T-20 cricket match between India and West Indies on November 6, 2018, which saw India winning the match. After almost 15 years, this was the first time that any international cricket match was held in Lucknow and people attended the match in great numbers. Golfer’s Shot was one of the advertising partners of the match.

halloween Night at Great Wall restrobar Oct 31, 2018

Celebrating Halloween Night at Great Wall Restrobar, Model Town. Pouring Partner Golfer’s Shot.

eva India 2018: the Beauty Contest Dec 21, 2018

Golfer’s Shot was the pouring partner at ‘Eva India 2018’, a beauty pageant.

oss Fusion Night - Country Club Nov 11, 2018

Old Smuggler Scotch Fusion Night was held on November 11, 2018 at Country Club, Gurugram. Old Smuggler was the pouring partner for the event. Scotch connoisseurs were in for a real treat at the event, sampling the Old Smuggler Premium Scotch Whisky – a perfect drink for those who are defined by their free spirit and their unadjusted, independent and liberal nature.

starry Night marathon Oct 6, 2018

Alcobrew was one of the key sponsors for the 3rd edition of Gurugram Marathon, supported by Gurugram Police, Rapid Metro, Artemis Hospital and DLF Cyber City. The Golfer’s Shot Starry Night Marathon took place on October 6, 2018 and saw the participation of hundreds of Gurugrammers who were out on the streets, taking part in 5km, 10km and 15km categories.


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Celebrating the ‘Good Life’, Mr. Romesh Pandita, Chairman and Managing Director, Alcobrew Distilleries India Pvt. Ltd, said, “The idea of ‘Taste the Good Life’ is at the very heart of our brand. This new campaign aims to create a bigger canvas for Golfer ’s Shot and a pool of discerning consumers for us. ‘Golfer ’s Shot Good Life Experiences’ is the masterstroke rendition of our campaign which will bring forth the mesmerizing blend of Indo-Western symphonies and an environ where the taste of our “best-in-class” whisky – Golfers’ Shot – will bring true ecstasy to our consumers in an experiential form. We look forward to establish our brand as a lifestyle statement, and this campaign will mark a great step in that direction.”

With an aim of providing Good Life Experiences, Golfer ’s Shot is looking at all marketing elements and consumer interaction points, including premium packaging, “best-in- class” blend, availability at top- end bars and restaurants, premium retail as well as highly premium and engaging consumer marketing programs.

In addition to offline and online media, the idea will focus on providing consumers with an experiential exposure. The markets of Delhi, Haryana, Uttar Pradesh and Goa have been identified for the renewed positioning of the brand, and events have been organized in cities like Delhi, Noida, Gurugram and Lucknow.

At Ttamasha bistro and bar in Lucknow on October28, 2018, “Classic Cool the Band” performed soulful fusion to the crowd, which was really appreciated. A photo booth to create memories was installed by Golfer ’s Shot and photos were given in branded photo-jackets as a souvenir of the Good Life.

In Gurugram on November 16, 2018, “The Godfather Lounge and Bistro” at the corporate hub – DLF Cyber City – witnessed 2nd Good Life Experience. “Himansh Pandey and the band” performed scintillating

‘Taste the Good Life’ – Alcobrew’s Campaign on ‘Golfer’s Shot’

and groovy fusion, which the crowd thoroughly enjoyed alongside Golfer ’s Shot. The host of the event, who also is a famous magician, went from table to table performing mind-boggling magic tricks and games, which left the audience in awe. Winners of the games were given exclusive merchandise from Golfer ’s Shot. The photo booth was installed here as well and people were given photo-jackets with their moment of the Good Life captured at the outlet for their keepsake. Digital Media was deployed to amplify ‘Good Life Experiences’ from Nov 1, 2018 just around the festive season.

Presence in Gulf & Africa

Promotion and Shelf-display in Gulf and Africa.


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Inauguration of New Bottling Lines Dec 03, 2018

Our team at the factory is now in a better position to manufacture and deliver according to the customers’ orders as we have recently commissioned more bottling lines, making it to eleven.We are one of the few companies in the industry which churn out more than 350 SKUs, making a tally of more than 3 lakh cases every month. Another recent addition to this family is a 320 KVA generator. This silent beast provides seamless emergency power support to all the eleven lines and other utility loads easily and effortlessly.The manufacturing team expressed its immense gratitude and indebtedness to the Management for providing the infrastructural support to fulfil the production capacity.

the ever-Inspiring role model Nov 25, 2018

Mr. Romesh Pandita, MD, Alcobrew Distilleries, recently participated in the New Delhi Triathlon Championship on November 25, 2018.

New Delhi Triathlon Championship

Young Guns

Vanessa PanditaA recent post-graduate from Istituto Marangoni (Italy) in Fashion Design Collection and Marketing, and backed by a BSc. (Hons.) in Economics and Management from University of St. Andrews, Vanessa Pandita joined the Alcobrew family in July 2018 and is currently working as a Management Trainee in the Marketing Department.

Parth PanditaA recent graduate from University of Manchester (Manchester) in Management, Parth Pandita joined the Alcobrew family in July 2018 and is currently working as an Executive Trainee in the Marketing Department.

Availability of our Products at International and Domestic Airports

Golfer’s Shot, White & Blue and Old Smuggler are now exclusively available at T1 and T3 departures of IGI Airport, New Delhi, to accompany you on your business or leisure trips.


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kPL Cricket tournament Oct 19-21, 2018

The seventh edition of ‘KPL Cricket Tournament’ was recently organised by Kashyap Kashmir Sabha at the famous Teri Grounds and Baliawas, Gurgaon. Alcobrew Distilleries was the key sponsor of the tournament. The tournament saw many teams participate from different states. Jatin Sapru, who is a Sports Broadcaster for ESPN Sports, was the chief guest at the Captains’ Meet, where all the captains from the participating teams gathered to decide groups. In the Men’s Final Team, ‘Rising Star’ from Jammu won the KPL-7 Trophy in a nail-biting finish with ‘Roots of Chinar’. Sharda team from Gurgaon lifted the ladies KPL-7 Trophy. A grand cultural evening was also held at Club Florence where a galaxy of singers enthralled the audience present there, which included Ms. Nirja Pandit, Miss Vibha Saraf, Bollywood singer from Mumbai, and Sufi singer Sarash Zadoo. A music CD was launched during the cultural evening. Mr. Romesh Pandita, MD, Alcobrew Distilleries also graced the occasion.

Pure ConsciousnessThe word consciousness is mystifying and confusing at the same time. We are given to understand that this whole universe is functioning because of some abstract force and the material appearance of the universe is also because of this abstract force called consciousness.We have come to a stage in life where we seem to be witnessing a union of the experimental world with the experiential world. In the world of science, we evaluate the final results through a process of measurements and make an inference on the basis of the results derived. The experiential world believes in “YathaPindeTathaBhramande” meaning “as is the individual so is the universe.” Hence, for exploring the universe, we don’t need to go to undertake any experiment in the external world but need to simply go inside and interiorize. The process of interiorization would be adopted by the old Indian seers who would find out the results for themselves, and share the same with their disciples depending upon their level of understanding.The process of intersection of the two different methods of experiment and experience may not have concluded as yet, but we are seeing a beginning of the end of a discord between the two who used to be at the daggers drawn with each other because of having adopted different paths.PEAR Lab stands for Princeton Engineering Anomalies Research lab and is an important part of the Princeton University. The said lab was until recently working on a “Global Consciousness project.” Quoting Wikipedia “The Global Consciousness Project (GCP, also called the EGG Project) is a parapsychology experiment that begun in 1998 as an attempt to detect possible interactions of “global consciousness” with physical systems. The project monitors a geographically distributed network of hardware random number generators in a bid to identify anomalous outputs that correlate with widespread emotional responses to sets of world events, or periods of focused attention by large numbers of people. The GCP is privately funded through the Institute of Noetic Sciences and describes itself as an international collaboration of about 100 research scientists and engineers. Unquote.The project methodology is based on the hypothesis that events which elicit widespread emotion or draw the simultaneous attention of large numbers of people may affect the output of hardware random number generators in a statistically significant way. The said project maintains a network of hardware random number generators which are interfaced to computers at 70 locations around the world.The said project did have its part of criticism but at least it set the ball rolling in a field which used to be a no-go area for the modern scientists. It may take some more time for the scientists to collate and measure the data to come to a conclusion.

T H E D I L E M M A

Wandering through the lanes of life,In search of the light at the fag end;

Evading and elusive the ultimate goal,With sleepless nights in strife to spend.

The habit of amassing the junk,And in a state of turmoil within;The dualities of illusion around

With an unending thirst & hunger.

In search of invaluable treasure,Spending the whole life on tenterhooks

Myopic in vision & clueless totally,Use(less) journey from cradle to grave.

The circular path of rotationWithout a beginning and with no end;

In search of origin and destinationWith prevailing bewilderment, distress & confusion.

Under burden, not at ease and unaware always,With unending thirst for adding more;Attached to the roots of inertia firmly,

With consequences disastrous but unknown.

Who never cried or lied nor spoke the truthAnd whose demon of craving is enemy by birth,

Has shown path of TRUTH to the world And brought the divine on mother earth.

-Arvind Kaulhouse-warming Ceremony

Mr. Romesh Pandita, MD, Alcobrew Distilleries recently invited all Alcobrewans to his house-warming ceremony, which was held on October 11, 2018. The ceremony was followed by an afternoon lunch at his place. It was a good opportunity for the Alcobrew family to reconnect with each other at the event.

Oct 11, 2018


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However, the old Indian literature is full of examples, anecdotes, theories which talk of Consciousness without any reserve and with a lot of passion. You will find the said topic being discussed in the Upanishads and is being done most eloquently in Taittiriya Upanishad.Taittiriya Upanishad talks about a person’s personality which comprises of five sheaths or Koshas, and beyond these koshas lies the faculty which is all pervading and which we call consciousness. Let us first talk about the five sheaths and then we will go beyond the said sheaths and try to understand what we term as pure consciousness.The five sheaths are:-1. Annamaya Kosha (Food Sheath-Physical Body) 2. Pranamaya Kosha (Vital Air Sheath) 3. Manomaya Kosha (Mental Sheath) 4. Vijnanamaya Kosha (Wisdom or Intellectual Sheath) and 5. Anandamaya Kosha (Bliss Sheath).Anamaya means something which is made from ana (food). Hence, the Anamaya Kosha consists of the gross body. We need to understand that we (consciousness) are not the gross body since you have observed that the body is always changing and there is something beyond the body which observes the change and that something remains constant through infancy, teenage, youth and old age. Doesn’t that mean we are something beyond the gross body.Next we see the life forces in this gross body. We breathe, blood circulates and food digests in the body which is the function of the life forces in our body and is denoted by the “Pranamaya Kosha”. Again we are different from pranamaya, since we can observe when our vitality is at its peak, we can also observe the fact that the prana is depleted due to the disease in the body. Again the prana is just an object which is seen by something beyond and is the actual seer. Who can be this seer? Is it something which carries the desires, likes and dislikes, aversions and attractions? No this is the job of the mind which is comprised in Manomaya Kosha. This is again an object being seen by the seer since we can observe different emotions in our personality. Something beyond the mind can watch our mind and see its movements. Hence the mind cannot be the seer. It is something beyond the mind.Does it mean intellect? Intellect is that part of the personality which has the sense of discrimination and the capacity to learn. Something which we could not learn during our school days appears quite easy to us today since our intellect has been able to decipher the same. Hence it is a subtler faculty of our personality as compared with Anamaya, Pranamaya and Manomaya Koshas and is denoted as Vijanmaya kosha. Again this is not the seer and is just seen like the other three predecessors. That means there is something beyond Vijanmaya Kosha which is seer. Could it be that faculty which gives us happiness or otherwise? For example, there is a certain

feeling of joy on hearing the news of my qualifying the exam. This comes from Anandmaya Kosha which is again an object which can be observed by something beyond Anandmaya Kosha.The innermost faculty which lies beyond Anandmaya Kosha and can witness everything happening around is the pure consciousness. It is something which you cannot see, you cannot feel but it is that faculty because of which you can see or feel or smell or hear. That is Pure Consciousness.You add sugar to water to make it sweet. You add sugar to milk to make it sweet. Just imagine what do you add to sugar to make it sweet?

Mandukya Upanishad talks about three states of existence rather four states of existence: waking state, dreaming state, the deep sleep and the state which carries the awareness of these states is the state of Turiya. These states are the gross, the subtle, the causal and the underlying state of Consciousness. The Upanishad further maps this with the four states of the word OM. The word OM is comprised of three syllables v, Å, e which are the first three states of the existence called waking, dreaming and the deep sleep and the silence following the OM is the fourth and final state of Turiya or Pure Consciousness.Professor Evan Thompson of Philosophy department of the University of British Columbia in his book “Waking, Dreaming, Being”, says that the self is a process, not a thing or an entity. The self isn’t something outside experience, hidden either in the brain or in some immaterial realm. It is an experiential process that is subject to constant change. We enact a self in the process of awareness, and this self comes and goes depending on how we are aware.Professor Evan further states that the study of Consciousness did not start Twenty five years ago, it started 5000 years ago. He further makes a sweeping statement while quoting somebody that we date our history as BC and AD and actually we should be doing it as before Upanishads and after Upanishads.

sun, sand and Fun! Oct 06-09, 2018

-Arvind Kaul


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Deepshika: towards a Better tomorrow

For their annual trip, Alcobrewans travelled all the way to Goa to indulge in some good times, creating timeless memories. It was a very refreshing and rejuvenating trip for the Alcobrewans in a sense that it provided the team to connect with others, talk about New Year resolutions and take part in many adventure sports and activities.

Alcobrewans paid a visit to Deepshika. Mr. Aditya mesmerised the children with his exceptional singing skill and made a connect which made the children sing in unison. Mrs. Veena Pandita distributed sweets to the children during Diwali celebrations to mark the festive spirit. Winter uniforms were also distributed to children before the start of winters. We look forward to visiting Deepshika sometime soon, in hopes to spread smiles on the cheerful faces to realise their dreams.

Birthday moments!

Always committed to make your day special, Alcobrewans enjoyed month-end birthday celebrations for all its team members at both its corporate office and factory works, with the thought that “There are two great days in a person’s life - the day we are born and the day we discover why.”


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Alcobrew Distilleries India Private LimitedB-246, Florence Elite, Sushant Lok Phase-III, Sector-57, Gurugram, Haryana-122002

Email: [email protected]:- Vill : Behra, Distt: SAS Nagar (Mohali), Derabassi 140507, Punjab

Regd. Office:- C-423, Sarita Vihar, New Delhi-110076

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Atharva Shukla, son of Mr. A.B. Shukla, RSM - North India, obtained 94% in the 12th CBSE board. His stellar performance continued when he recently qualified for JEE Advance and got admission in IIT Roorkee pursuing integrated 5-year M.Sc. course in Physics, adding yet another feather in his cap.

Moumita Bhattacharyya, Senior Manager, HR & Admin, Alcobrew, was recently blessed with a little angel named Myra, who is the latest addition to the Alcobrew Family.

Star Performer

Welcome to the World, Myra!

Alcobrew alcobrew.com20

from the md’s desk · behind the scenes, our financial backbone has been working tirelessly. the...

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