UNIBEV

Overview

Unibev is a beverage alcohol startup formed as a joint venture between Globus Spirits, a long-standing supplier of bulk alcohol, and Vijay K. Rekhi, the iconic former Managing Director of United Spirits. The venture aimed to introduce premium brands into the Indian spirits market backed by deep industry expertise.

Client Mandate

In 2015, Spectrum Communications was engaged to assist in brand development and coordinate with key stakeholders ahead of the company’s market launch. The mandate included preparing the groundwork for a strategic media rollout to introduce Unibev and its premium brand portfolio to the market.

Challenge

At the time, liquor startups did not attract significant attention from most stakeholders in the beverage alcohol industry. Building credibility for a new venture in a market dominated by established players required strong positioning and a compelling narrative.

Approach

Spectrum leveraged Vijay K. Rekhi’s strong industry credentials to establish credibility for Unibev and its premium brands. The differentiated brand vision and architecture developed by Rekhi were communicated to international beverage alcohol media to position the venture as a serious new entrant in the industry.

The project extended beyond PR to include market research, brand development, design and packaging strategy, brand positioning, and a digital strategy to support brand promotion.

Outcome

The launch generated significant media attention across both Indian and international publications. Leading Indian business and trade outlets such as Mint, The Economic Times, and The Times of India covered the venture, while global industry platforms including Drinks International and just-drinks also featured Unibev, driven by strong interest in Rekhi’s involvement and the brand’s premium positioning.