SOM Distilleries & Breweries launches ‘Milestone100’ and ‘White Fox’

SOM Distilleries & Breweries launches ‘Milestone100’ and ‘White Fox’

Coincides with company being listed amongst ‘200 Best under a Billion’, by Forbes Asia


Delhi: SOM Distilleries & Breweries Limited (SOM) today launched a new, ambitious and premium brand ‘Milestone100 and ‘Whit Fox’ at a grand event at The Grand in Delhi.

Veteran Bollywood actor & Brand Ambassador ‘Milestone100’, Manoj Bajpai along with Mr. J K Arora, Chairman & MD, SOM Group of Companies and Mr. Deepak Arora, CEO, SOM Group of Companies, unveiled the new brand at a glittering event, which also saw performances from Bollywood actress Bruna Abdullah.

‘Milestone100’ has been specially made for people aspiring to achieve new milestones in their lives, and thus the tagline ‘Thodda Aur’. And, the 100 denotes 100% purest form. A premium brand from the company, the whole packaging has been crafted sensuously by O&M, who have designed it keeping in mind the likes and preferences of Indian drinkers. The octagonal shape of the bottle & diagonally cut two piece mono carton is a first in the Indian market, which makes it innovative, unique and attractive.

The diagonal three piece label, the octagonal shape and the classy tones on the outer pack will enable ‘Milestone100’ to stand out distinctly from its peers.

It was also an opportunity for the company to launch ‘The White Fox’ vodka, a triple distilled grain vodka which is prepared exclusively using state of the art porous/ carbon filtration technology to ensure and give the consumers that absolute clarity and smoothness to the blend which makes it an unmatched quality product in its price offering.

Commenting on the occasion, Mr. Deepak Arora, CEO, SOM Group of Companies said, ‘We have completed 25 successful years, and with Milestone100 & White Fox Vodka, we are ready to enter the premium segment. A lot of time and effort has been put into manufacturing Milestone100, which has been blended with the finest blend of triple distilled 100% premium grain whisky, with imported 100% scotch malts, matured exclusively in oak casks from Scotland. This has resulted in a product, which is the perfect combination of smoothness and strength, without any artificial flavours.”

Added Mr. J K Arora, Chairman, SOM Group of Companies, “The company, and collectively as a group, we have grown significantly over the past several years. In fact, our performance has been above industry average on many parameters, and the same is validated by the recent recognition – SOM Distilleries & Breweries Limited was featured in August 2013 in the Forbes Top 200 companies (best under a billion in sales in the whole of Asia Pacific), chosen out of a set of 15,000 companies, and has also been ranked 93rd in Inc. India 500 (India’s fastest growing companies under Rs. 1,500 crores). And, we hope to continue this momentum with the launch of Milestone100 and The White Fox.


About SOM Distilleries & Breweries Limited

Established in 1994, SOM Distilleries & Breweries Limited (SOM) is the flagship company of the Rs. 2000+ crore SOM Group. Based out of Bhopal, SOM specializes in brewing, fermentation, bottling, canning and blending of beer and Indian Made Foreign Liquor (IMFL). Along with the group,  SOM operates in 18 countries including UAE, Germany, Singapore, Malaysia, Thailand, West Indies, Japan and South Korea amongst others.

A key player in markets such as MP, Chhattisgarh and North, it has ~36% market share for beer and ~19% market share for IMFL in Central India. Even on financial parameters, SOM has been performing exceptionally well with a revenue CAGR of ~34% over the past 3 years and a constantly increasing export presence (133% growth in FY 2012).