LIQUOR DISPENSER: A NEW PRODUCT DEVELOPMENT
The product concept of a Liquor Dispenser arises from the perceived need of a system
that ensures a standardized amount of liquor volume that can be poured out to make a
peg. The peg sizes are conventionally of 30 ml, 60 ml or any thing in between depending
on the consumer's preference. Connoisseurs and epicures of liquor pay a special attention
to enjoy the pegs of exact size of 30 ml (small peg) or 60 ml (large peg). Also the bars
and restaurants that offer liquor pegs of fine quality do not however ensure the
standardized delivery. Moreover, in grand parties and fine dinners, it is perceived to be of
utmost importance to make pegs of same size and of same finesse, which is practically
difficult to ensure, when there are no standard methods to dispense the liquor other than
manual evaluation and pouring.
The Liquor Dispenser dwells on this need to deliver a dispensing system, which is user
friendly and less complex, which can be operated by every person who enjoys the process
of making the pegs of exact size and those who enjoy drinking them.
Product description: The Liquor dispenser would be a simple mechanical device, that
when attached to the mouth of the liquor bottle can extract exact amount of liquid which
can be poured to the glasses.
The dispenser would be a graduated flask like device made of transparent plastic or glass
attachable to the bottle mouth with creation of air proof seal. An external moveable
handle would be attached to it, which when pressed continuously (for a specified number
of times), would create air pressure inside the bottle till a certain level of pressure is
created (according to the volume of liquor required). On releasing the handle, the air
passage would stop suddenly and air would try to gush out. While spurting out of the
bottle, the vacuum creation would suck out a volume of liquid that would be exactly
equal to the desired amount, for which the pressure was created, which can conveniently
be poured into the glasses later. This would work on air pressure development and
subsequent suction principle.Segmentation
The market for the liquor dispenser would be segmented according to the levels of liquor
being served. The segments chalked out for this product are:
1) Outlets serving liquor (Beer Bars, Pubs and Night clubs)
2) Individual consumers of liquor
3) Liquor manufacturing companies (to provide the dispensers along with the bottles)
Targeting: The above three segments would be targeted differentially with major
emphasis on the commercial outlets like Beer Bars, Pubs and Night Clubs, that constantly
try to provide fine services to customers.
Positioning:
The dispenser would be positioned as an accessory for ensuring fine experience of an
alcohol drink, which is consistent in taste and aroma. For sealed tamper proof bottles, we
would try to tie up with the manufacturing companies, so as to integrate the system along
with the glass bottles.
Tag line: "When every peg matters"


WRITTEN BY
BIDISHA SENGUPTA (IIM Ahmedabad)
PAVAN KUMAR CHILUKA (IIM Ahmedabad)
RAVI SHANKAR CHAUDHARY (IIM Ahmedabad)