Tag Archives: Premium Whisky

The MBA Thesis That Catapulted Indian Single Malt to the Global Stage

The success story of Indian Single Malt (ISM) whisky in the global market place, pioneered by Bengaluru-based Amrut Distilleries, has been well documented. It is not only an interesting story, but also an inspiring one on how the Jagdales – father-son duo – the late Neelakanta Rao Jagdale and Rakshit Jagdale – hit upon the idea of making a breakthrough in the whisky landscape, dominated by Scotland.

Rakshit Jagdale, in a podcast ‘Expert Talk with Bhavya Desai’ recalls his student days at Newcastle University doing an intense one-year MBA programme. “It was a Sunday morning and I was strolling along Northumberland street, a busy shopping center in New Castle upon Tyne, when my father called up and asked what I was planning to do for my thesis. I said a theoretical project on supply chain management. He said ‘no, no… you should do a practical project’ and suggested ‘why don’t you check whether there is scope to sell Indian single malt whisky in Indian restaurants within Great Britain’ stating that Kingfisher and Cobra beers were quite popular in Indian restaurants there. My father asked me to check out whether there was demand for Indian single malt as an aperitif or a digestive. I said it’s a brilliant idea.”

Miniatures that captured the imagination

Neelakanta Rao Jagdale then sat down with the excise officials in Karnataka and had two cases of miniatures of single malt whisky sent over to New Castle. “It was in June when exams were going on. I went over to the Customs bond and duty paid and cleared one case. The packaging was very rudimentary with a black and white label with simple words ‘Amrut’. We knew our product was exceptionally good. The colour of the whisky was good, dark enough and natural. We don’t add any caramel, it is 100% natural. My father had sent 300 miniatures of 60 ml each in two boxes. It was a live project for the company. I did a lot of my survey in New Castle, Edinburgh in Scotland and in the Midlands. I visited several Indian restaurants and bars in Scotland and the response was amazing. Everybody liked it. Some said it’s a 10-year old whisky, some said its Irish, when I said it was Indian, it was a jaw dropping moment.”

On returning to India, Rakshit presented the project to the family board. “It took us two years to conform to the packaging standards of the European Union and on August 24, 2004, we launched Amrut in Café India in Glasgow. That is how the journey of Indian Single Malt whisky began.”

Making the Grade in Whisky Bible

Not to sit on these laurels, they set off on taking it to the world, creating Amrut Fusion which was next level to the Classic Indian Amrut. “Fusion is a completely different product. It is a combination of peated barley and unpeated barley, the former coming from Scotland and the unpeated from India. It is an 80:20 ratio. My father felt that as the Indian palate is accustomed to little bit of peat with Johnnie Walker Red Label and Black Label, they would like the combination. That was running in his mind.”

Explaining the process, Rakshit mentioned, “Fusion is matured for a longer period, five to five and a half years. The base malt, both peated and unpeated, is matured for four years and then we marry them and mature it again for nine months to one year, which gives it not only depth, but also complexity of flavours. When Jim Murray first savoured it in 2009 and found it unique and said there was no other product in the world that had this kind of combination. He loved Amrut and gave 97 of 100 in his Whisky Bible in 2010 and ranked it as the third finest whisky in the world.”

From humble beginnings in 1948 as a simple bottling company, Amrut is a name to reckon with. It moved on early into distillation and premiumisation and that has paid dividends. “We have reasonably come a long way. We have grown organically and we are happy with progress we have made.”

This is the third generation of the Jagdale family which is running the business, started by Radhakrishna Rao Jagdale in 1948. The fourth generation is getting ready and Rakshit mentions that ‘the time is right to discus with his son and niece to find out if they have any interest, prima facie, in carrying forward the rich legacy of my grandfather and father.”  

Indri’s Winning Streak Continues

Piccadily Agro Industries Limited has once again made a resounding mark on the global whisky stage, winning six prestigious medals at the World Whiskies Awards 2025. The company’s flagship brand Indri Single Malt with its exclusive expressions, emerged victorious across various categories, reinforcing Piccadily Distilleries position as a trailblazer in the Indian and international whisky landscape.

Indri secured an impressive lineup of awards. They included Indri Founder’s Reserve Wine Cask 11 Years Old, 58.5% ABV (12 years and under – small batch) – Winner; Indri Refill Oloroso Sherry Cask Single Cask  03, 58.5% ABV (No Age Statement) – Winner; Indri 2024 Diwali Collector’s Edition, 58.5% ABV (No Age Statement – small batch) – Silver;  Indri Game of Thrones: House of the Dragon Exclusive Edition – House of Black, 46% ABV, (No Age Statement) – Silver; Indri Ex Sauternes Wine Cask Single Cask 47050, 58.5% ABV, (No Age Statement) – Silver; and Indri Game of Thrones: House of the Dragon Exclusive Edition – House of Green, 46% ABV (No Age Statement) – Bronze.

Since its launch, Indri has taken the international whisky scene by storm, challenging industry norms with innovative expressions that celebrate India’s terroir and expertise. With each award and accolade, Indri has established itself as more than just a brand—it’s a symbol of national pride and a testament to the potential of Indian single malts.

Shalini Sharma, Head of Marketing, Piccadily Agro Industries Limited said, “Indri’s journey has been nothing short of groundbreaking, and we are incredibly proud of these remarkable wins at the World Whiskies Awards 2025s. This recognition is a true testament to our relentless pursuit of excellence and our vision to firmly establish Indian single malts on the global whisky stage. Being recognised on such a prestigious international platform is not just a victory for Indri, but a triumph for Indian single malts as a whole. We are reshaping global perceptions, proving that Indian single malts can set world-class benchmarks and stand shoulder-to-shoulder with the finest whiskies across the globe.”  

Amrut Distilleries launches ‘The Expedition’

Most expensive Indian single malt whisky, priced over ₹10.5 lakh

Celebrating its 75th anniversary, Bengaluru-based Amrut Distilleries launched The Expedition, its oldest single malt whisky, aged 15 years to the world market. To commemorate the occasion, it has released 75 bottles of the limited edition, each priced over ₹10.5 lakhs ($12,000).

Ambrosia was invited for the special launch event where both the bottle and the spirit perfectly captured the essence of the celebration. The Managing Director of Amrut Distilleries, Rakshit Jagdale said that of the 75 bottles, nine would be for the Indian market and the rest going to the US, Europe and other markets. Two of the bottles have been pre-booked.

(L-R): Rakshit N Jagdale, MD, Amrut Distilleries with Bhavya Desai, Group Head & CEO, SAP MEDIA WORLDWIDE LTD and Thrivikram G Nikam, Jt. Managing Director, Amrut Distilleries

Amrut believes that The Expedition will elevate the entire luxury segment, demonstrating yet again the brand’s ability to craft exceptional malts beyond its regular range and setting new benchmarks. Amrut has been at the top of the game of Indian Single Malts, even as India’s premiumisation drive continues to motivate manufacturers to do better.

The Expedition has been matured for 15 years, the first eight years in sherry casks from Europe and then the next seven years in ex-bourbon casks from the United States, thus elevating its complexity and depth. The 15-year maturation period is a milestone in the Indian alcobev sector.

Kevin Pietersen unveils Dram Bell Blended Scotch Whisky by Ardent Alcobev

Ardent Alcobev has launched its new Blended Scotch Whisky for Maharastra in Mumbai. The launch event was held at Imara – Turf Club in Mumbai. The event was hosted by Kevin Pietersen, former England cricket captain and marquee investor in Ardent Alcobev, along with the co-founders.

The scotch whisky is exclusively bottled in Scotland and is available in two variants – the Premium variant, priced at ₹1,750, and the Reserve variant, priced at ₹2,450. According to the makers each bottle represents a blend of heritage and modern sophistication, offering a luxurious experience for whisky connoisseurs. Dram Bell is currently available in Maharashtra from November 2024 and will be available at select retail and on-trade stores. The company also plans to progressively expand distribution into other key markets in the North and South India.  

Expressing his enthusiasm for the launch, Kevin Pietersen shared his personal connection to the brand and the philosophy behind Dram Bell. “My investment in Ardent Alcobev is more than just a business decision; it’s a reflection of my values. Throughout my career, whether on the cricket pitch or in other areas of life, I’ve always valued dedication, quality, and the pursuit of perfection.”

Iain Forteath, Master Blender at Ardent Alcobev and Kevin Peterson at the launch

The evening also witnessed an exclusive Whisky Masterclass led by Iain Forteath, Master Blender at Ardent Alcobev. The interactive session provided attendees with an opportunity to taste various expressions of Dram Bell, while discovering whisky blending and tasting.

Commenting on the launch, Debashish Shyam, Co-Founder and Director of Ardent Alcobev, shared, “We are redefining India’s premium whisky market with a blend that showcases unmatched quality and craftsmanship. With Kevin Pietersen as a strategic partner, we raise the brand’s profile by bridging the gap between international acclaim and preference of Indian market. We are confident that it will appeal to whisky connoisseurs as we merge global standards with local tastes to shape the future of Indian whisky, catering to the evolving preferences of IMFL drinkers.”

Paul John Whisky unveils Exclusive Global Travel Single Cask

Paul John Whisky recently introduces its exclusive partnership with Avolta Duty Free to unveil an exclusive Single Cask release for global travelers at Kempegowda International Airport Bengaluru. This expression will be available at the T2 Duty Free of the airport from 30th May. The cask is dedicated to the city of Bengaluru with packaging designed to capture the glorious spring blossoms of this famous Garden City.

The manufacturer has released only 228 bottles with a non-age statement (NAS), single-cask release is priced at $300 per bottle.

Made in Goa, India, the single-cask Unpeated Madeira focuses on the aromas of delightful Christmas cake, dry plum, and Manuka honey laced with a orange zest lead to a blend of rich flavours, from sweet vanilla and dark chocolate to a subtle tinge of dry resin, culminating in a bold and gratifyingly oaky finish.

“We are honoured to launch our first exclusive single cask global travel release at Bengaluru International Airport Duty Free with our partners Avolta, and to offer an elevated and unique whisky experience to travelers,” said Paul P. John, Chairman, John Distilleries Pvt Ltd.

Glenmorangie unveils first Calvados cask finish as 12-Year-Old small batch whisky in India

Glenmorangie Highland single malt Scotch whisky is set to launch a uniquely fruity and floral whisky – its first ever finished in French Calvados casks. Glenmorangie Calvados Cask Finish is the fifth release in the Distillery’s Barrel Select Release series of small-batch single malts, which explores the flavours that arise from different cask finishes. Entwining scents of jasmine with baked apples and pears, this rare 12-year-old bottling offers new mellow depths to Glenmorangie’s signature fruity tones.

For 180 years, Glenmorangie’s whisky makers have been endlessly imaginative on their quest to create delicious single malt whiskies for more people to enjoy. Led by acclaimed Director of Whisky Creation Dr Bill Lumsden, they craft their delicate, fruity spirit in stills as tall as a giraffe to allow more space for taste and aroma, then age it in the world’s finest casks. Some time ago, Dr Bill became fascinated by the soft, orchard notes of Calvados, which is distilled from apples (and sometimes pears) in France. And he began to wonder how these casks – never used before at Glenmorangie – might further enhance the whisky’s classic, fruity finesse.

Inspired to experiment, he took a whisky which had spent more than 10 years ageing in American white oak bourbon casks, for Glenmorangie’s elegant style. He transferred that whisky into casks which, for 20 years, had held Calvados du Pays d’Auge, from Normandy, in France. After a carefully judged finish, Dr Bill’s creation was ready to share. Soft and delectably rich, Glenmorangie Calvados Cask Finish unites mellow fruits of baked apples and pears with subtle notes of jasmine, narcissus and vanilla.

Dr Bill said, “At Glenmorangie, we are always experimenting with ways to create delicious whiskies. Since Calvados casks have never been used before at Glenmorangie, I was intrigued to see how their elegant, orchard notes would complement our whisky’s award-winning fruity style, with a judicious finish. Glenmorangie Calvados Finish is a wonderful addition to our Barrel Select Release series of small-batch single malts. Entwining scents of baked pears, vanilla and jasmine with tastes of toffee apples, lemon balsam and spice, this rare whisky takes all that is good about Glenmorangie, to richly delicious new heights.”

From Indian whisky connoisseurs to collectors, this limited-edition malt is sure to garner many eyeballs. Glenmorangie Calvados is currently available in Mumbai priced at ₹7,050.  

ICONiQ Whisky reaches 2 million cases in first year of launch

Allied Blenders and Distillers (ABD) ICONiQ White Whisky reached a sales figure of 2 million cases of 9 litres each in March 2024. The brand was able to achieve this despite current availability in 70% of the operational segment. ICONiQ White is available in pack size of i.e., 750 ml, 375 ml,180 ml, 90ml with further market launches will commence in April 2024.

ABD attributes the success of this milestone to its ability to understand its consumer preferences and its capacity to deliver efficiently and effectively. The company has further plans to expand to super-premium segments. ICONiQ White Whisky is a blend of imported Scotch malts aged in bourbon oak casks, blended with select matured malts and Indian grain spirits.

“Delighted to see our strategic focus on premiumisation translate to success with ICONiQ White Whisky against a strong line-up of entrenched multinational brands. It strengthens our resolve to transition to super-premium segments,” said Alok Gupta, Managing Director, ABD India.  Bikram Basu, Chief Strategy & Marketing Officer, ABD said, “We are happy with the milestone of reaching 2 million cases in our first year. As we celebrate this success, we set our sights higher.”  

Godawan 100 adjudged ‘Single Malt Whisky of the Year’

Godawan 100, a Collector’s-Edition artisanal single malt, from Diageo India, was adjudged the ‘Single Malt Whisky of the Year’ at the 2024 London Spirits Competition. With 96 points, Godawan 100 topped the score charts in the single malt whisky category from across the world.

Godawan 100 boasts pronounced tropical notes, a lighter palate and a short finish. Its sweet palate reveals notes of caramel, charcoal, cinnamon, and anise, leading to a long, dry finish. Filip Stribrny, Judge, London Spirits Competition, explained “Godawan 100 is a very complex whisky, with rich flavours of dried fruits, sultanas, and dark chocolate. It also has a very balanced flavour profile with a dark, dry finish of oak.” 

As India’s first artisanal single malt whisky from Rajasthan, Godawan is pushing boundaries in whisky craftsmanship and this can be witnessed in the other expressions from the brand portfolio, Godawan01 rich and rounded and Godawan 02 fruit and spicebeing awarded gold medals at the London Spirits Competition 2024. 

“Judges loved the quality of producers from India in the 2024 edition of London Spirits Competition and among the brands, Godawan was the best-preferred brand where all the products from the brand got gold medals,” said Sid Patel, CEO of Beverage Trade Network, organiser of London Spirits Competition. 

These wins add to the Godawan’s record tally of 42 national and international accolades for its liquid innovation, packaging design, and marketing campaigns – establishing it as the most awarded Indian single malt in the recent times. In 2023, the whisky made India proud at the globally renowned Monde Selection Quality Awards in Brussels –securing a Grand Gold Medal for its 02 Fruit and Spice Expression and a Gold Medal for its01 Rich and Rounded expression. 

The whisky is slow-trickle distilled from locally sourced six-row barley, thereby extracting optimal sensory performance. Distilled in Alwar, Rajasthan, the liquid is matured at temperatures exceeding 100°F, resulting in a whisky with a rich and complex character. The arid climatic conditions observed in Godawan contribute to a heightened “Angel’s share” phenomenon, imparting an extraordinary flavour profile that enthralls the senses.  Godawan’s 01 rich and rounded expression offers notes of sultanas and dried fruits on the nose, and raisin, sultana, fig, and apricot on the palate. The finish ends with mature wood, caramel, and a butteriness like baklava. Godawan’s 02 Fruit and Spice expression has fruity aromas on the nose and a palate that boasts rich fruit and floral notes, along with vanilla, sweet ginger, and coconut. It leaves a lingering finish with a dash of spice and roasted coffee beans.

Radico Khaitan launches Spirit of Victory Pure Malt Whisky

Whisky is a tribute to the valour displayed by our Armed Forces during pivotal moments in history; company’s commits to contribute part of the revenue from every bottle to the welfare fund of the Indian Armed Forces.

Radico Khaitan Ltd. uncorked the Spirit of Victory, beginning with the Premium XXX Rum in 2017. In 2022 the Lemon Dash Rum was added to the flavoured white rum portfolio. Following these launches in the Rum category, the company has launched its latest Spirit of Victory 1999 Pure Malt Whisky.

Amar Sinha, COO, Radico Khaitan Ltd.

The Spirit of Victory whisky is a tribute to the valour displayed by our Armed Forces during pivotal moments in history. This special collection pays homage to the bravery and sacrifices made by our soldiers in the 1965, 1971, and the poignant Kargil War of 1999. What makes this launch special is the company’s commitment to contributing a part of the revenue from every bottle sold to the welfare fund of the Indian Armed Forces. At the helm of this spirited journey is Amar Sinha, the Chief Operating Officer of Radico Khaitan, steering the company beyond being a beverage provider.

The Spirit of Victory 1999 Pure Malt Whisky involves blending different single malts, sourced globally, and expertly mixed with Radico’s Indian single malt to create a drink that is not only outstanding, but carries deep meaning. The story of the such an endevour begins in 2017 with the launch of the 1965 Spirit of Victory Premium XXX Rum.

By 2022-23, it achieved a significant milestone by selling over 1 million cases, receiving Gold Quality Awards for six consecutive years (2018-2023) at the Global Monde Selection Awards. The Spirit of Victory Lemon Dash Rum, introduced in 2022, expanded the line, entering the flavoured white rum territory. Both variants have become favourites, marking the 7th brand of the company to achieve the million- case club in March 2023.

The company is looking at reaching into the hearts and minds of consumers. From the ‘1971 War Chronicles’ animated series to the ‘Battlefield Dossier’ series on the “Spirit of Victory” YouTube channel, these efforts aim to educate the younger generation about patriotism and preserve the inspiring stories of our armed forces.

With the alcohol industry leaning towards premiumisation, the success of the 1965 Spirit of Victory Rum positions Radico Khaitan at the forefront of the premium category, challenging stereotypes and reshaping the industry.