Diageo's United Spirits Sells 32 Booze Brands for $105.6M
Skip to main content

Diageo-Owned Spirits Company Sells 32 Booze Brands for More Than $100 Million

United Spirits

(Image: United Spirts)

United Spirits Limited, an Indian subsidiary of global spirits giant Diageo, is selling its “Popular” portfolio of 32 alcohol brands to Inbrew Beverages for about 8.2 billion rupees ($105.6 million).

“The transaction reflects the continued evolution of the management of the Popular portfolio since 2016, when the company moved to a franchise model in many states, to enable a sharpened focus on ‘Prestige & Above,'” said Hina Nagarajan, managing director and CEO of USL. “This is a significant move to reshape our portfolio in service of our publicly stated mission to deliver sustained double-digit profitable top-line growth.”

The brands include Haywards, Old Tavern, White-Mischief, Honey Bee, Green Label and Romanov. The sale covers the entire business associated with the 32 brands, including the related contracts, permits, intellectual property rights, associated employees and a manufacturing facility.

“The acquisition of these iconic brands provides Inbrew with a unique platform to extend its ambition of becoming India’s trusted household beverage company,” said Ravi Deol, chairman of Inbrew. “These brands have delighted consumers over generations, and we are excited at the prospect of strengthening this legacy. Inbrew will revitalise these brands through expanded distribution, innovation and investments. After the acquisition of Molson Coors’ beer business last year, we will now participate in the mainstream spirits category, making Inbrew India’s diverse AlcoBev player.”

The brands covered by the sale are:

1. Amber
2. Black Stallion
3. Bombay Deluxe
4. Derby
5. Diplomat
6. Doctor’s Brandy
7. Doctor’s Special
8. Doctor’s Day and Night
9. Golconda
10. Gold Medal
11. Golden Grape
12. Green Label
13. Haywards
14. Honey Bee
15. John ExShaw/ ExShaw
16. Joie De Franc
17. Kerala Malted
18. Kissan
19. Louis Vernant
20. Louis XI
21. Majestic
22. Men’s Choice
23. Men’s Club
24. Old Tavern
25. Old Adventurer
26. Regal Crest
27. Romanov
28. VIN
29. White Mischief
30. French VSOP
31. Bonaparte VSOP
32. Tiger

USL and Inbrew also entered a five-year franchise arrangement for 11 other brands. USL also granted Inbrew a right to “convert the fixed term franchise arrangement into one with perpetual rights to use and/or a call option to acquire the brands at a pre-agreed consideration,” pending certain conditions, according to the news release.

The brands covered by the franchise agreement are:

1. Bagpiper
2. Black Riband
3. Blue Riband
4. Carew’s
5. Duet
6. Gold Riband
7. Old Cask
8. Red Riband
9. Silk Riband
10. Silver Riband
11. White Riband

Here at Whiskey Raiders, we do more than write about current events in whiskey. We are the only media property reviewing whiskeys and aggregating the scores and reviews of other significant voices in the whiskey world in one place. If you’re interested in getting a shot of whiskey in your morning email, sign up for our Daily Dram Gram!

Filed Under:

Follow Whiskey Raiders: