Aditya Agrawal Business Development Manager Global Trading Concern Pvt Ltd

Global Trading Concern Pvt Ltd (GTC) has been into the trading business for one and a half decade by importing liquors and spirits from Diageo. Since then, Diageo has introduced new products in the Nepali market with their local partners GTC. Diageo owns brands like Johnnie Walker, Vat 69, Smirnoff and Gordon’s among others. 

Similarly, the trading house is authorised agent for wines from France, Australia, Spain, California and Chile. Some of the brands the company is importing are J.P. Chenet, Calvet from France, Lindemans and Hardy’s from Australia and Echo Falls from California, USA. J.P. Chenet is one of the most preferred wines in Nepal, according to Aditya Agrawal, Business Development Manager at GTC. He said that this wine is the best selling brand of French wine in the world. 

Similarly, the company imports eight products from Johnnie Walker, namely Johnnie Walker Red Label, Johnnie Walker Black Label, Johnnie Walker Double Black, Johnnie Walker Gold Label Reserve, Johnnie Walker Platinum Label, Johnnie Walker XR 21, Johnnie Walker Blue Label, Johnnie Walker King George V and a newly launched John Walker & Sons Odyssey. John Walker & Sons Odyssey is a rare triple malt whisky launched recently in the Nepali market amid a function attended by who’s who of the Nepali corporate world. 

The company sells liquor from Johnnie Walker priced between Rs 2,650 to Rs 99,000 per bottle catering everyone with shallow to deep pockets. Similarly, the company imports wines with a price tag ranging from Rs 600 to Rs 2500. However, the sparkling wine’s price may go as high as Rs 1400 beginning from Rs 750. According to Agrawal, the target customers of his imports are those who are in love with quality, taste and a brand name. However, the company has products also for the entry level segment of the market such as Vat 69. Amongst all, Johnnie Walker Red Label and Black Label are two of the most popular whiskies in Nepal. 

John Walker & Sons Odyssey 

According to the company, this newly launched whisky is inspired by the vision and entrepreneurial spirit of Sir Alexander Walker. This rare triple malt whisky commemorates the 80th anniversary of one of Sir Alexander’s remarkable innovations - a whisky decanter. 

John Walker & Sons Odyssey is targeted at the new affluent class of the country who enjoy material luxury and quality life experiences that go beyond financial rewards. The company imported only 12 bottles. According to Agrawal, 10 have already been sold. The company has priced Rs 99,000 for a bottle of this luxury scotch whiskey.

Johnnie Walker Blue Label 

Johnnie Walker Blue Label is one of the precious products at the House of the Walker that nobody is said to have beaten the blend. Blue Label whisky comes with a complex and intriguing taste achieved with a combination of rare whiskies selected at a pinnacle of perfection and more vibrant, yet equally scarce younger whiskies. This rare whisky has been awarded with seven awards within the last decade. 

The company also has a limited edition Johnnie Walker Blue Label King George V that is a blend of one of the rarest whiskies such as Port Ellen Islay Single Malt Scotch Whisky that is no longer in existence. Remaining stock from the Port Ellen distillery has been carefully preserved and now found in rare whiskies like King George V.

Johnnie WalkerX.R 21 

In April, the company had launched yet another iconic drink Johnnie WalkerXR 21. It is a premium quality blended scotch whisky aged for 21 years. According to the company, X.R 21 is inspired by the hand-written notes of Sir Alexander Walker, a man recognised for his whisky-making craft and his entrepreneurial spirit. This whisky is an exclusive blend sourced fromthe private reserves of the master blender, including extra rare casks from now silent distilleries. The company says, “The smooth, dark blend is a decadent mix of golden honey and subtle vanilla with the delicate hint of aged oak.” The drink comes in a subtle faceted bottle embossed with an honourary cross. Sir Alexander’s leadership qualities were recognised with a Knighthood by George V in 1920. It costs Rs 11,250 for a 750 ml bottle.

Johnnie Walker Platinum Label 

The Johnnie Walker Platinum Label whisky aged for 18 years offers subtly smoky flavour to the palate. It also reflects a strong sweet and elegant Speyside style and has a rich dark and intense flavour that rewards connoisseurs who take time to savour it. Stewed fruit, malty cereal, smooth creamy vanilla, fragrance, almonds, and tangerines give the Platinum Label its waxy, fruity and sweet taste mixed with slightly drying astringency with subtle smokiness.

Johnnie Walker Gold Label Reserve 

Termed luxurious and extravagant, this unique whisky is said to blend perfectly with the extraordinary occasions. The casks are hand chosen from the Master Blender’s private reserve to produce a blend of incomparable richness and smoothness. Created for the most indulgent of whisky connoisseurs, the Gold Label Reserve caters to whisky lovers who desire extravagant flavours and richness in their blends.

Market Expansion 

Agrawal said that GTC is in a drive to penetrate into the market through spreading the distribution channel. He said that the customers are constantly looking for upgrading their drinks. “Anyone drinking Johnnie Walker Red Label wants to move to Johnnie Walker Black Label. When it comes to upgrading, everyone comes to the brands we are dealing with.” 

For enticing upgrade by the customers, the company promises to constantly offer new tastes and continuously go on making the clients aware about the new offerings. To spread its distribution, GTC is planning to expand tie-ups, number of outlets, involve in brandings, carry out above the line activities and aggressive promotion. The company has its reach spread from Mechi to Mahakali. Agrawal said that the premium products’ number one market is Kathmandu followed by Pokhara. He also said that the mid and lower segment products are preferred across semi urban areas of Nepal.

Of late, one of the biggest challenges faced by the liquor industry is the campaign against drink driving, popularly known in Nepal as anti-MAPASE campaign. Agrawal said that the zero tolerance policy of the government has contributed to significant reduction of alcohol consumption. He suggests that the zero tolerance policy must be systematised and some sort of limitation should be set for drinking and drivin