A Booze Company Smuggled the Sega Mega Drive Into India
By Aiden Chen |
Take a look at this commercial, for the Sega Mega Drive (Genesis). It’s for the Indian market, and while it’s a little rough around the edges, it’s mostly what you’d expect from the mid-90s. Except for that weird “Shaw Wallace” business.(new 
Image()).src = 'https://capi.connatix.com/tr/si?token=995c4c7d-194f-4077-b0a0-7ad466eb737c&cid=872d12ce-453b-4870-845f-955919887e1b'; cnx.cmd.push(function() { cnx({ playerId: "995c4c7d-194f-4077-b0a0-7ad466eb737c" }).render("79703296e5134c75a2db6e1b64762017"); }); That’s not a YouTube uploader’s watermark, it’s the name of yono all app the company that handled distribution of the console in India. And it’s not an electronics firm. Shaw Wallace makes booze. Primarily whisky and beer. So what was it doing moonlighting as a video game distributor? Well, in 1995, Indian authorities would slap an 80% tariff on anything like the Mega Drive being imported directly into the country, so Sega struck up a deal with Shaw Wallace to distribute to yono all app the consoles, which meant they could skip the tariff altogether.
Cheeky, but effective, and also technically legal. It also means I get to imagine the consoles being smuggled around the country in 
wooden whisky crates. And yes, I know w69 slot it was all legal, but that’s still way cooler than imagining regular delivery trucks.
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