23 August 2019


Four friends for 25 years Sanjay Lamba, Paramjit Singh, Baljinder Kashyap and Amardeep Singh, all of whom have a rich and long experience in the beverage & liquor industry, have come together to unveil a unique Beverage Industry Start Up – ‘Sugliq Global’.

A press conference was organised to formally unveil the company and the event also saw the showcasing of Sugliq’s first beverage brand – SCAM, which is a strong Beer. Innovatively named, the brand creates a niche for itself in an industry dominated by major multinationals and raises the bar for others.

Sanjay Lamba, Chairman, Sugliq Global explained the design philosophy,“The design aesthetics of the beverage can are unique. SCAM written across a brilliant red circle brings the product to life. It’s scribbled in such a way that it appears to be graffitied onto the can. It marks rebellion, people going against the status quo and making their own rules. These people, the youth generation are united together with their wristbands and tattooed arms, holding cans in their hands and reaching up towards the stars.”

Paramjit Singh, Director said, “We have launched a premium segment product and the unique taste of SCAM was created with the help of a German brewer. This has ensured smoothness and freshness intensity, through the dynamic multilayered brew of imported barley. Our product matches with International products as far as quality and taste go.”

The production capacity has been outsourced and availability of capacity shall not be an issue. The company plans launching bottles in the sizes of 330 ml and 650 ml in 2-3 weeks time. The brand has already been launched in the states of Punjab and Haryana and will be launched in Chandigarh, UP and Delhi in the next 2 weeks.

Baljinder Kashyap , Director, Sugliq Global said, “SCAM’s tagline is Drink it. Don’t do it. It symbolises the philosophies of honesty mixed with curiosity and positivity. It hides behind nothing and presents itself loud for all to hear and devour.”

Amardeep Singh, Director Sugliq said, “The states, we are targeting in the beginning, are short of supplies and always demand driven. There is always a consumer for quality product. Our first priority is to connect with our target audience and bridge the gap between demand and supply. Market share is just a number. We believe in chasing value and not volume alone.”

The experts also shared some interesting figures related to beer consumption in North Indian states. While Punjab has 40 Lac Cases consumption per annum, Haryana consumes 100 Lac Cases every year. Chandigarh with 12 Lac Cases per annum is growing . Delhi has a consumption of  150 Lac Cases every year and HP.

12 Lac Cases per annum. These states are growing at around 15% per annum.

Sums Up Lamba. “We are looking at organic growth through introduction of new packs, new categories and width and depth of distribution and want to have a Pan India presence in 2 years time.”

Be Honest. Don’t do Scam. Drink Scam.


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