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T H E I N T E R N A L N E W S L E T T E R O F A L C O B R E W

NEWSLETTERFrom the mD’s Desk:

It has been an eventful year, 2017-18 for our organization on various fronts. We achieved the growth of 25% over the previous year, which is no mean feat given the onslaught by established brands as well new entrants. This kind of growth happened due to focused approach, seamless execution and great team work. Kudos to our team for their consistent performance and targets achievement! Despite market challenges, these teams always found opportunity in adversity and kept their perseverance in delivering over their commitment. This is what makes any brand and organization from “Good to Great”!We had set the objective at the start of 2017-18 to have a Pan India presence by entering in relevant markets which would also help us to leverage the potential of such markets as well as gradually grow our business contributions from other markets. In last financial year, we have successfully launched our products in Maharashtra and West Bengal and we look forward to invest in these markets to grow our share. Apart from this, Uttar Pradesh with its new Excise policy has become a hot target market and we had planned to tap this huge potential market in 2018-19. By the time, this newsletter will reach you, it is my pleasure to report that we have made a very successful launch of White & Blue and Golfer’s Shot in Uttar Pradesh.We have committed as a team during our annual conference to achieve the target of 3.50 million cases in 2018-19. We are also working on launching new brands in various categories with 2018-19 seeing us coming in Rum category while concurrently work has commenced for New product as future pipeline in different categories.A high growth targets like this needs conventional and contemporary approach and hence this year we have hired eight Management trainees from reputed management institutes like IIM and K.J. Somaiya (SIMSR) to bring in fresh perspective to business and build the brand imagery. This coupled with our existing capable and experienced team should help our organization to touch new heights and help achieve our Mission!The year 2018-19 marks the commencement of our journey as stated in our Mission statement “TO BE IN TOP FIVE PREMIUM ALCOHOLIC BEVERAGE COMPANIES AND BE THE MOST EMPLOYEE FRIENDLY COMPANY”.Cheers!

Mr. Romesh Pandita, M.D., Alcobrew Distilleries

Vol.6 • JUNE 2018

INDSPIRIT 2017 Award Night Sept 09, 2017

INDSPIRIT 2017: SPIRITZ hosted a gala event on September 09, 2017, at The Leela Hotel Gurgaon. The event was attended by the titans of the IMFL industry. The top performers of the industry were recognised and awarded for their contribution.

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Our Chairman, along with Mr. Rajesh Kumar Mehta, met High Commissioner of the Republic of Ghana, Michael A.N.N. Oquaye, for exploring business opportunities in Ghana and neighbouring west African countries.

Meeting with High Commissioner of the Republic of Ghana Jan 18, 2018

White & Blue and Golfer’s Shot whiskies achieved the prestigious Monde Selection Belgium Quality Awards 2018

SPIRITZ magazine, one of the leading liquor magazines in the country, covered Golfer’s Shot in February 2018 issue.

Accolades March 29, 2018Alcobrew - Media Presence February, 2018

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Mr. and Miss Delhi/NCR Mega Model Hunt 2018 Feb 24, 2018

Alcobrew was a proud sponsor of Mr. and Miss Delhi/NCR Mega Model Hunt 2018, held at Country Inn & Suites, Chhattarpur, Delhi. The event was judged by popular celebrities like Rannvijay Singh, Priyank Sharma and Benafsha. This event was really a major crowd-puller with people enjoying in high spirits. Finalists were felicitated for their amazing performances in the event. People clicked selfies with celebrities to make this event a memorable one for them to last a lifetime.

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(SAMARTHAN) Mohan Foundation Golfer’s Shot Sampling at Qla Jan 13, 2018

Samarthan 2018 – An evening of fun and laughter to support the cause of Organ Donation. MOHAN Foundation presented a unique opportunity to support an exclusive event on January 13, 2018, featuring the renowned stand-up comedian Jeeveshu Ahluwalia at Qla, The Kila, New Delhi. The event saw the participation of senior surgeons and other medical professionals from all the major hospitals in NCR as well as friends and supporters of the Foundation. Golfer’s Shot sampling was done with a consumer base of 200 people.

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Apr 27, 2018Golf tournament at FrImA Golf Course Dehradun

World Cup screening at West Bengal

Alcobrew organised a Golf Tournament at FRIMA Golf Course Dehradun on April 27, 2018. The golf enthusiasts who had assembled with their families thoroughly enjoyed the tournament. The event was aimed at promoting Golfer’s Shot and a variety of gifts were at stake.

White & Blue was a sponsor of the Football World Cup Screening in West Bengal on 10th, 11th and 15th of July 2018. People thoroughly enjoyed the show and participated in great numbers.

July 10th, 11th & 15th, 2018

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9th Annual Sales Conference 2018 March 29, 2018

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Alcobrew organised its 9th Annual Sales Conference 2018, with a pledge of 3.5 million cases of sales in 2018-19. Mr. Romesh Pandita, MD, Alcobrew Distilleries, participated in the event and boosted the confidence of his team. The motto – a fresh perspective and new vigour – was given to the team to look into the volatile market dynamics. The event was successfully organised and in addition to the new brand-building strategy, the team also shared micro-level, yet, critical best practices with each other during the event.

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Vince Lombardi, the legendary football coach, defined teamwork as “Individual commitment to a group effort – that is what makes a team work, a company work, a society work, a civilization work.”

NBA champion and successful businessman michael Jordan once said, “talent wins games, but teamwork and intelligence wins championships.” According to an article published by the harvard Business school, camaraderie is a leading source of motivation for employees. savvy small business leaders should harness the power of teamwork by giving the occasional speech on the importance and positive aspects of working together. even short speeches will remind employees of the bigger company vision and keep them moving towards a team win.

Behind every great product is a great team. Like soccer teammates passing to one another to find the perfect shot, each teammate plays a specific, meaningful role. teamwork at the workplace has been demonstrated to increase efficiency, improve communication, expedite idea generation, distribute workload, and establish a culture in which each employee feels a sense of belonging and empowerment. As Andrew Carnegie once noted, teamwork “is the fuel that allows common people to attain uncommon results.”

Defining TeamworkIn its simplest form, teamwork is an activity in which members of an organization come together to work toward a common goal or set of goals. It is worth noting that today’s teams are more diverse and dynamic, containing unique skill sets that bring new challenges and opportunities. Being digitally literate – or possessing the ability to use information and communication technologies – has become increasingly important in team settings, as technology dominates the workplace.

The BenefiTs of Teamwork

Teamwork Multiplies Successteamwork has often been described as one plus one equals three. often, the teams with the best players do not win championships. It is frequently the teams that work best together that accomplish great things.

Teamwork Makes the Job Easieremployees now specialize in areas and contribute to the team through the work they produce. Working in teams also teaches your associates to work together more effectively and frequently new ways of doing things are discovered by team members working together to solve a problem.

Teamwork Maximizes Strengths and Reduces WeaknessesIndividual weaknesses can be minimized through the efforts of the team. Place your people where their strengths can be best

enjoy working together can accomplish great things for your company and great teams achieve their goals again and again.

how to invoke Team work1. Command the employees’ attention by leading the

speech with a bold or interesting statement. Choose a visually powerful quotation, metaphor or story as a lead-in for the speech.

2. Give praise for past team achievements, then address the need for teamwork today. explain how better teamwork will help the company and individuals reach their goals.

3. Give a plan of action to the listeners. For example, don’t just say, “Give each member of your team a sales goal.” Do say, “strengthen the team’s performance by combining individual victories into a big win!”

4. Paint a visual picture of success by describing what successful teamwork could bring. For example, say, “Imagine standing in the winner’s circle, holding that contract together. You’ll make company history and catapult our team to the next level.”

5. Finalize the speech with an official “call to action.” say, “today, on sept. 22, a new, stronger team begins.” - Ashish Sharma

Teamwork – a CrUCiaL ingreDienT for organiZaTion’s sUCCess

utilized. Weaknesses can be reduced when your people concentrate on their areas of strength.

Teamwork Makes Work Funstudies have also shown that laughter and fun reduce stress, which can also increase effectiveness on the job. teams that

Fun Facts

“Wooden oak barrels contribute a lot to the flavour of Whisky. But they also cause

producers a loss of around 2% of the Whisky stored in

them every year. This is called the ‘Angel’s Share’, since it is made up of the Whisky that

evaporates through the pores in the wood.”

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Trail-A-Thon Feb 04, 2018

Alcobrew organised a marathon event ‘Trail-a-thon’, which was held at Gurgaon-Faridabad Road, on February 4, 2018. Mr. Romesh Pandita, MD, Alcobrew Distilleries, participated in the event and completed 14 kms Trail-a-thon race and stood 1st in the 60 years-and-above category. The record time was 1:22:41 sec. Decisive and ever inspiring, Mr. Pandita has been a role model for all of us at Alcobrew Distilleries.

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Miss Laxmi - Acid Attack Survivor at PHD Chamber of Commerce March 11, 2018

Miss Laxmi – Acid attack Survivor was invited by PHD Chamber of Commerce in Shri Subash Chandra Zee TV Show! She is the epitome of determination and courage. Braving the torture of acid attack and facing the world with confidence is not everyone’s cup of tea, hats off to her.

May 28, 2018Fire Drill at Factory Works

Alcobrew organised a Fire Drill at Factory Works on May 28, 2018. During the mock drill, people were briefed about how to take precautionary measures during a Fire Emergency, and how to use the fire extinguisher and take control of the situation.

May 09, 2018Workshop on “stress management”

Alcobrew organised a 2-hour Stress Management Session at Florence Club, Gurugram. The workshop provided an opportunity to learn about various relaxation techniques to destress from the daily hassles of life. Alcobrew employees participated in good numbers and enjoyed the session with full enthusiasm. The session proved to be a good learning avenue to keep daily stress at bay.

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We are pleased to announce the joining of Mr. Ashish Sharma, who joins us as “Vice President – Business Development”. Having worked across various functions, Mr. Sharma has vast expertise in Sales, Business Development, Strategic Planning and Commercial Operations. He has 27 years of rich experience in FMCG & Alcoholic Beverage industry. Having worked with organisations like Hindustan Lever Ltd, Pagepoint Services India Ltd, UDV India Ltd and S C Johnson Products Pvt Ltd, he has deep understanding of developing sales & distribution module, building the business from the scratch, strong trade and consumer understanding, which help in developing Trade and Consumer marketing strategies and People management. Leading from the front, he is a team player and believes in developing his team for the next level.

He has been felicitated, and has won many awards during his stint with SC Johnson. He has been associated with the launching of various products, some of them include All Out, Mr. Muscle and Kiwi. He has been instrumental in setting up distribution and marketing infrastructure in Nepal, Bangladesh and Sri Lanka.

He is a commerce graduate and holds a diploma in computer programming. He has pursued PG Diploma in Financial Management from NMIMS and MBA (International Business) from IIFT.

Movements

We made SOP of each and every work and started with a document number for record collection. All the standard formats were created for reporting, and we delegated the responsibility and authority to the concerned individual. Work instructions were placed in process area at each and every point for transparency and standard. We placed equipment number on all equipment. All the materials were made as AQL limit so that anybody cannot break systems. We started vendor visits and stopped a few vendors from supplying, who have not improved their infrastructure. We also initiated the vendor rating system so that we can give grade to all suppliers and evaluate the performance of goods supplied. We began training our executives to develop a high-quality management system. Online quality was analyzed , using tools to check for performance. A minimum of three times sample evolution was started for online production, which were checked for strength, colour and sensory details. SS 304 pipelines were installed to avoid contamination of blend. The 10 micron filters were also installed to keep foreign particles away. All processes at each and every point were described, and we started the validation and verification processes. Training calendars were made, and training was started to educate each and everyone for ISO, HACCP and food safety. We implemented a standard

format for production plan and production report, but before the ISO we maintained this information on a duplicate book. We also improved the material handling practices and started bin card process for identification and traceability.

A policy to maintain and control the systems was created, and we implemented the same. We have put control after defining the Zone so that any suspected person could not enter in the process area. The fire-fighting system drill is done every month alongwith training for disaster management. HACCP, TACCP and VACCP plans were made to control the threat and hazard to permeate the product. We deputed Pest Control India (PCI) to control the impact of flies and rats at the plant. Our automization system was upgraded to avoid manual material handling. We have put coloured dustbin at all points in the production area to improve the hygiene and segregation of garbage. We have implemented the traceability system to trace the product’s movement from consumer to supplier. We started total productive maintenance ( TPM) practice at the plant to minimize the breakdown and provide monthly analysis. A competency matrix analysis at the plant will be done to analyze the knowledge level and improve the knowledge of all staff members, which they can acquire by appropriate trainings.

GMP Implementation in Plant (ISO 9001:2015 and FSSC 22000)

Gauri Sharma, daughter of our colleague, Mr. Pramod Sharma, Sr. Manager, Commercial, obtained 96.2% in her 10th ICSE board exams, which concluded recently. She is a student of Holy Child School, Ghaziabad. We congratulate her for the outstanding achievement and wish her all the best for her future endeavours.

Tanya Sharma, daughter of our colleague, Mr. Vinod K Sharma, Sr. GM, Commercial, obtained 94.2% in the recently concluded 12th CBSE board exams, with 95% in PCM. She also got admission in NIT Kurukshetra with her stellar performance in JEE Mains. She also holds a Diploma in SANGEET VISHARAD-KATHAK dance from Pracheen kala Kendra Chandigarh with First Division. We congratulate her for the meritorious performance and wish her the best in all her future endeavours.

Gauri SharmaTanya Sharma

Star Performers

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Team: Young Guns

Aditya Khandelwal, PGDM in Marketing from K.J. Somaiya (SIMSR), joined the Alcobrew Family in April 2018 and currently looks after the branding aspect of our products through digital and traditional communication channels.

Aniket Dass has a PGDM (IIM Kashipur) and joined the Alcobrew Family in April 2018. He is currently looking into business development of the company in Pune and Mumbai.

Shiv Kumar Parashar is an IIM Rohtak graduate with Majors in Marketing and Finance. He joined Alcobrew in April 2018 and is working as a Management Trainee looking after the Kolkata market.

Neha Shaw, PGDM in Marketing and International Business from K.J. Somaiya (SIMSR), joined the Alcobrew Family in April 2018. She is currently looking after the marketing department in various capacities.

Nachiket Sonar, PGDM in Operations and Finance (IIM Kashipur), joined the Alcobrew Family in April 2018. He is currently looking into procurement and Operational Excellence in the Commercial department.

Sahib Arora, PGDM in Marketing from K.J. Somaiya (SIMSR), joined the Alcobrew Family in April 2018 and is currently looking into Business Development and On-trade marketing activities for Alcobrew in Goa.

Anup Choudhary, PGDM (IIM Rohtak), joined the Alcobrew family in April 2018. He currently looks after the planning and execution of marketing activities and promotions in the Telangana market.

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Birthday Celebrations

Alcobrew organised the birthday celebrations of various team members, with the thought that “ Life should not be only lived, but also celebrated”.

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As part of our Corporate Social Responsibility, Alcobrew paid a visit to Deepshikha, a non-profit voluntary organisation for Chattarpur Mandir. For years, Alcobrew has associated itself with Deepshikha, which continuously works towards providing basic and quality education to underprivileged kids. On January 26, 2018, we revisited the NGO and organised a trip for kids to make them feel happy and to be in the presence of god. Kids clicked their selfies and explored the temple. Alcobrewites look forward to visiting Deepshikha soon with new opportunities to help the underprivileged kids realise their dreams.

Nurturing hopes at Deepshikha Jan 26, 2018

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Chahat, an underprivileged student of KG, performed excellent in her class. She got an A+ in every subject. Alcobrew felicitated her by the certificate of appreciation to boost her morale for future.

Gaurav, an underprivileged student of class I, excelled in his class by securing 1st rank with an A+ in every subject. Alcobrew felicitated him by the certificate of appreciation in recognition of his efforts.

Nandini, an underprivileged student of class I, performed excellent in her class with an A+ in every subject. Alcobrew felicitated her by the certificate of appreciation to boost her confidence and acknowledge her efforts.

Muskan, an underprivileged student of class VI, performed excellent in her class. Alcobrew felicitated her by the certificate of appreciation to recognise her performance.

Deepshikha - talent knows No Bounds

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July Date Date DatePankaj Kumar JhaHarish DagarMahendra Pal SinghAvinash Pratap SinghRavinder SinghMohinder KaurAlok DixitAman VyasDhruv Narain DixitVijay PalRahul TyagiNavneet SharmaUpinder SinghDeepak DangwalMithun SahaVeena PanditaAnup ShuklaRajesh AierySarjeet ChopraRavinderNikhil KhuranaRupesh Dilip BamburkarMithun SahaAnand

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August Sept

Alcobrew Distilleries India Private LimitedB-246, Florence Elite, Sushant Lok Phase-III, Sector-57, Gurugram, Haryana-122002

Email: sanjayambardar@alcobrew.comWork:- Vill : Behra, Distt: SAS Nagar (Mohali), Derabassi 140507, Punjab

Regd. Office:- C-423, Sarita Vihar, New Delhi-110076

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