The company has acquired 74 per cent in The United Agencies India Ltd, which was formerly part of Kolapur Sugar Mills. It is open to acquiring more distilleries and bottling units. "Acquisition of distilleries and bottling tieups are on the map," Elgrissy said.

Apart from the two brands already launched in India - Santiago in the rum category and Tilsbury in the whisky segment - the company plans to launch a host of other brands including a drink made from anise seed.

It is planning three brand launches in 2001, two of which will be extensions of the rum and whisky brands and the third will be the anise seed based drink. As part of its brand expansion exercise, "two brands will be launched every year", Elgrissy said.

United Agencies has tied up with Virgin Records for promoting Tilsbury. Under the tieup, the two companies will jointly promote the whisky and an artiste. For the time being, the artiste will be Shaan (Shantanu) and his latest album Tanha Dil.

The company plans to introduce a local version of Rica (the anise seed-based drink) in India, since the price of the imported variety will be exorbitant with 240 per cent surcharge and import duty. The test marketing of the drink has been completed.

According to Elgrissy, the company will target to sell 7.5 million cases acquiring 10 per cent share of the rum market and this will be achieved in the next five years. It is targeting an eight per cent share of the whisky market.

According to a press release issued by the company, the Santiago brand will ride on the distinct Latino imagery which is to appeal to the young, trendy and the sensuous. The company plans advertisements on television, print media, shop signage as well as promoting the brands through Latino parties, sampling promotions and spot incentives.