Tag Archives: Scotch

The SWA has released the 2021 global export figures for Scotch Whisky

Global exports of Scotch Whisky grew to £4.51bn during 2021, according to figures released recently by the Scotch Whisky Association (SWA), as the industry continues to recover from the impact of the Covid-19 pandemic and US tariffs.

In 2021, the value of Scotch Whisky exports was up 19% by value, to £4.51bn. The number of 70cl bottles exported also grew by 21% to the equivalent of 1.38bn.

Growth in 2021 was driven in particular by consumers in Asia Pacific and Latin America, with value increases of 21% and 71% respectively. Key emerging markets for Scotch Whisky – like India, Brazil, and China – grew strongly. Exports grew by 8% in the United States – the industry largest market by value – despite the first quarter of 2021 impacted by the 25% tariff on Single Malt Scotch Whisky. Exports to the European Union grew by 8% in the first year since the UK left the transition period.

Despite the return to growth in 2021, the value of Scotch Whisky exports has not recovered to pre-pandemic levels, with exports remaining 8% lower than 2019.

Commenting on the figures, Chief Executive of the Scotch Whisky Association Mark Kent said, “The global footprint of the industry in 2021 is a clear sign that the Scotch Whisky industry is on the road to recovery.

“Value and volume are both up as consumers return to bars and restaurants, people return to travel and tourism, and we all return to a degree of normality after a period of enormous uncertainty for consumers and business.

“Scotch Whisky growth in global markets means more jobs and investment across Scotland and the UK supply chain. The industry has continued to invest in its production sites, tourist attractions and workforce to ensure that Scotch Whisky remains at the heart of a dynamic international spirits market and attracts new consumers around the world.

“But this this is no time for complacency. The industry continues to face global challenges, including ongoing trade disruption, growing supply chain costs and inflationary pressures, and undoubtedly there is some road to run before exports return to pre-pandemic levels.

“The UK and Scottish governments should do all they can to support the industry’s continued recovery by making the most of global opportunities, including the ongoing UK-India trade talks, ensuring fairness in the UK duty system, and investing in a more sustainable future as the industry works to reach net-zero by 2040.”

Summary

Export value of Scotch Whisky in 2021 was £4.51bn, up £705m compared with 2020, but down £403m compared to 2019.

Export volume of Scotch Whisky in 2021 was 1.38bn 70cl bottles (equivalent), up 238m 70cl bottles compared with 2020 and up 73m compared to 2019.

On average, 44 bottles of Scotch Whisky are exported every second (up from 36 bottles per second in 2020).

Top 10 Markets

The largest export destinations for Scotch Whisky (defined by value) in 2021 were:

USA:£ 790m8.4% (£729m in 2020)
France:£ 387m2.8% (£376m in 2020)
Taiwan:£226m24.3% (£182m in 2020)
Singapore:£212m-14.3% (£247m in 2020)
China:£198m84.9% (£107m in 2020)
Latvia:£156m-11.8% (£176m in 2020)
Germany:£148m6.4% (£139m in 2020)
India:£146m42.9% (£102m in 2020)
Japan:£133m16.2% (£114m in 2020)
Spain:£118m7.9% (£109m in 2020)

The largest export destinations for Scotch Whisky (defined by volume, 70cl bottles equivalent) in 2021 were:

France:176m bottles-0.1% (176m bottles in 2020)
India:136m bottles44.3% (95m bottles in 2020)
United States:126m bottles12.6% (112 m bottles in 2020)
Brazil:82m bottles80.5% (45 m bottles in 2020)
Japan:56m bottles25.9% (45 m bottles in 2020)
Spain:48m bottles32.0% (36 m bottles in 2020)
Mexico:48m bottles13.0% (42 m bottles in 2020)
Germany:46m bottles7.2% (43 m bottles in 2020)
Poland:45m bottles19.4% (37 m bottles in 2020)
Russia:42m bottles40.7% (30 m bottles in 2020)

Regional data

In 2021, Scotch Whisky exports by global region (defined by value) were (% change vs 2020):

European Union:£1360m8.2% (30% of global exports)
Asia Pacific:£1210m21.4% (27% of global exports)
North America:£1000m11.2% (22% of global exports)
Central and South America:£443m70.7% (10% of global exports)
Middle East and N Africa:£187m55.0% (4% of global exports)
Africa:£157m14.6% (3% of global exports)
Western Europe (ex.EU):£98m6.0% (2% of global exports)
Eastern Europe (ex.EU):£47m33.8% (1% of global exports)

Dewar’s Scotch Whisky Celebrates its 175th Anniversary

Dewar’s Scotch whisky marked 175 years of Scotch-making recently. Over the course of these spectacular 175 years, Dewar’s has created some mighty fine products along the way and crafted an unparalleled experience for patrons. The whisky maker has a rich history with over 15 plus products which cater to the premium category. Dewar’s is also widely known for pioneering the double ageing process to serve its drinkers a refined and balanced taste.

Founded in 1846 by John Dewar, the journey of Dewar’s started from a small wine and spirits merchant shop in Perth, Scotland to become a global brand that it is today. John Dewar was so proud of the quality of his blended Scotches that he was one of the first Scotch blenders to put his name on a bottle as a guarantee of quality. In 1880’s, Alexander and Tommy Dewar inherited Scotch whisky business from their father. They divided the responsibility between themselves and embarked on a journey to make Dewar’s one of the fastest growing premium whiskies in the world. In 1890, Master Blender A.J. Cameron joined Dewar’s and pioneered the novel Double Ageing process for greater harmony and extra smoothness to all the Dewar’s blend.

Taking inspiration from Dewar’s first Master Blender- A.J. Cameron’s achieved notes, Master Blender Stephanie Macleod created the Dewar’s Double Double whisky range using an innovative four-step ageing process. The unique taste of this double blended scotch has enabled the brand in winning multiple/several prestigious titles and accolades like ‘World’s Best Blended’ and ‘Best in Class’ among others.

Commenting on the wins, Vijay Dev, Consumer Marketing Lead, Whiskies at Bacardi India said, “This is a significant milestone for Dewar’s! We are elated to be a part of one of the world’s most awarded Scotch whisky, after all double is better. With our commitment to serve the smoothest blend to our consumers, we will be bringing multiple variants like Japanese Smooth and Ultra-Premium Double Double Series 21, 27 and 32 year old to India in the near future.”

Currently at the historical achieve of Dewar’s in Glasgow, Jacqui Seargeant, Global Heritage Manager & Whiskies Archivist, Bacardi has been preserving more than 10,000 items from the rich heritage of the DEWAR’S family including bottles from the 19th century, documenting family photos from company founders, curating museum collections, and fact finding the origin stories of classic cocktails. The archive has inspired bottle designs, brand campaigns, and recipes. While going through the archives, Jacqui came across Tommy Dewar’s Original Highball recipe, which is today whisky drinkers’ favourite cocktail across the globe.

Oaksmith Whisky – A blend of Scotch Malts, Bourbon and Japanese craftsmanship

The global premium spirits company Beam Suntory has combined its knowledge and expertise of premium spirits from across the globe to bring to India, a truly International blended whisky, ‘Oaksmith Gold’. It is a first of its kind spirit with the best of Scotland and The United States of America by blending premium aged Scotch Malts, aged Kentucky straight Bourbon – some from distilleries over 200 years old – with world class Japanese craftsmanship. Oaksmith Gold and its blend are a celebration of craftsmanship and global collaboration, combining the best of East and West in a beautifully crafted 6-edged bottle. A celebratory ode to the impeccable Japanese craftsmanship, Oaksmith Gold is an iconic global brand starting off from India, bringing in an unmatched international experience with every sip.

What makes it truly gold?

The ingredients do the magic. From Grain to Bottle, Oaksmith Gold is a spirit with a smooth taste. It delicately blends high quality aged Scotch Whisky Malts from the lush highlands of Scotland with aged Kentucky Straight Bourbon whisky from The United States of America using impeccable craftsmanship of Japan. As a result of this world class unique blend created by one of the most celebrated master blenders globally – Shinji Fukuyo, the man with over 30 years of experience creating the most famous award-winning Japanese whiskies in the world such as Yamazaki and Hibiki – the taste of Oaksmith Gold is rich, smooth and refined. On the palate, the flavour profile is mild but full body with woodiness from the oaks casks, on the nose, it is rich fruity and has a sweet top note followed by a hint of smoke (peat), on the finish, it is clean and smooth making it very delightful. This makes it perfectly suited to tickle the taste buds of connoisseurs and beginners alike.

Aged Bourbon Whiskies from the Americas

Elegant. Smooth. Refined. That is what four years of aging in newly charred American white oak barrels does to the bourbon, which goes into the delicate Oaksmith Gold blend. A method tested over more than 200 years of time – a method as old as the distillery that produces it.

Aged Scotch Malt Whiskies from Scotland

Oaksmith contains carefully selected Premium and Aged Scotch Malt Whiskies that speak of the pride and confidence of some of the most charming distilleries in Scotland. Crafted as nature intended, these precisely selected whiskies are known for wholesome maltiness, honeyed sweetness, a delicious creamy texture, and as much character as the Highlands of Scotland!

The Impeccable Craftsmanship of Japan

Japanese dedication to quality and craftsmanship is world renowned. Oaksmith Gold is a perfect representation of Takumi which in Japanese means ‘artisan’ or ‘skillful’ as it is an ode to Japanese craftsmanship. The rare blend has a fine balance of smokiness, sweetness and smoothness that was crafted by world renowned Shinji Fukuyo – Chief Blender at Suntory, the founding house of Japanese Whisky – after spending hours meticulously selecting aged spirits in oak barrels. The name – Oaksmith is a tribute to this craftsmanship, and the fine oak casks that Beam Suntory’s whiskies are aged in. From seed to sip, Oaksmith Gold is gentle on the nose and strikes a balance between the oak’s woodiness with notes of rich fruity sweetness giving it a clean and smooth finish. Further, to truly match it to the local palate, he travelled across the length and breadth of India to understand the nuances of Indian food and flavours and what could match perfectly with them.

What constitutes The Perfect Serve?

This beautifully crafted whisky blends well into any cocktail and pairs well with almost all flavour profiles of food. However, the perfect serve of Oaksmith Gold, is a celebration of purity, authenticity and high quality that comes alive recommended as 45 ml poured in a pre-chilled, wide mouthed whisky rock glass. Add signature Oaksmith Gold spherical ice for this Takumi ritual, if not, four big ice cubes or six small, and finally add water to taste, but no more than the pour size (45ml in this case).

Pricing and Availability

Oaksmith Gold brings Japanese mastery – otherwise a super-premium and luxurious phenomenon – to Indian whisky price points to elevate the product experience many notches above the standard segment offering. Oaksmith Gold is currently available in the states of Maharashtra, Telangana, West Bengal, Karnataka, Chandigarh, Goa, Assam, UP and ranges from Rs. 630 to Rs. 2,000 for a 750 ml bottle.

1 million cases in sales – Seagram’s 100 Pipers becomes the First and Only Scotch Brand in India to Smash the Record, yet again

Seagram’s 100 Pipers, the largest selling Scotch whisky in India, continues to achieve bigger milestones and set new benchmarks in the industry. It has proven itself to be a market leader, thought leader, and innovation leader. In the last business cycle, Jul’20 – Jun’21, 100 Pipers has broken not one but two records.

100 Pipers became the first and only Scotch brand in India to cross the 1 million+ case mark in annual sales, twice – a solid stamp on the consumers’ love for the brand.

Adding to this success streak, the brand’s premium variant ‘100 Pipers Blended Scotch, Aged 12 years’ crossed 100,000 Cases in annual sales for the first time ever since its launch in 2012. A notable performance by the aged variant – it is now the largest selling 12-Year-Old Scotch in India, confirming that “Age Matters” to the discerning Indian scotch aficionado.

Asserting its dominance in the Scotch whisky market, the brand had recently launched a new variant ‘100 Pipers Blended Malt Scotch, Aged 8 Years’. This is the first & only ‘100% Malt’ Scotch offering in the Standard Scotch category – a game-changing innovation by 100 Pipers.

With a global footprint spanning eight countries across Asia, Europe, Africa, Middle East and South America, 100 Pipers brings a truly international experience to the Indian consumers, with the widest range of unique Scotch variants. It is also the second largest Scotch whisky in Asia.

Commenting on the multiple achievements, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, “100 Pipers continues to shape the Indian Scotch segment and set new records. This is driven by its increased popularity among the younger, aspirational consumers who are resonating strongly with the brand’s purpose-led initiatives due to their uniqueness, authenticity and credibility.

Like, the international award-winning Legacy Project – which showcases endangered Indian art-forms via Limited Edition Packs and provides tangible livelihood support to artisans. Recognised internationally and in India by some of the most prestigious awards in the world for creative excellence, The Legacy Project won the Bronze Pencil at One Show Awards (New York), Merit at D&AD Awards (UK), Bronze at Spikes Asia, and multiple honours at Kyoorius Creative Awards.

Also, the 100 Pipers Play for a Cause platform that has been leveraging music for many years to raise awareness and funds for various social causes like meals for underprivileged, flood relief, etc. in addition to supporting the partnering musicians.

In addition to trendsetting campaigns, the young, aspirational consumers have also taken well to the newly launched 100 Pipers Blended Malt Scotch, Aged 8 Years. This category-first 100% Malt Scotch seeks to give younger consumers a unique experience that welcomes them into the world of Malt Scotch. With the discerning consumer increasingly experimenting with Malts, this eclectic and premium scotch showcases its craftsmanship and heritage that dates back to decades of scotch whisky making.

Overall, our strong performance over the years is a testament to great product craftsmanship, category first innovations, our differentiated and aspirational brand communication, and purpose-led initiatives – all coming together to help us build greater stature esp. amongst the younger consumers.”

As the largest whisky market in the world, India’s Scotch segment continues to be highly aspirational for whisky consumers. With sales hitting bigger benchmarks across variants and a keen eye on leading innovation, Seagram’s 100 Pipers is poised to continue as the dominant force in the market.

ASCI bans surrogate advertising in IPL

The Advertising Standards Council of India (ASCI) banned surrogate advertising of liquor during India’s showstopper event – Indian Premier League 2021 which however, got truncated, due to some players and franchise staff testing positive. Talks are on to hold the unfinished spectacle in the United Arab Emirates, like it did in 2020 without crowd attendance, to be viewed on a broadcast platform.

It was during 2020 IPL that surrogate advertising was active on television and digital medium, particularly OTT (over the top), the latter in the absence of clear guidelines. “The IPL broadcaster for TV has confirmed to the ASCI that all advertisements are checked for CBFC clearance so that they are not in violation of the Cable Television Networks (Regulation) Act, 1995 (CTNR). Keeping that in mind, the ASCI processed complaints on advertisements appearing in OTT, digital and print media,” ASCI said. The association suo motu took up 14 complaints and some of the advertisers withdrew the ads.

Brand extensions have some leeway

The CTNR rules prohibited the direct or indirect advertising of cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants in 2009. The Information & Broadcasting Ministry, however, allowed advertisements of products even if they shared a brand name with a liquor or tobacco product so long as it wasn’t a manifestation of the prohibited product. Advertisement of brand extensions of liquor and tobacco products is permitted under CTNR, provided the product sold under the brand extension does not make direct or indirect references to the prohibited product, it is distributed in reasonable quantity and is available in a substantial number of outlets, and the proposed expenditure on the advertisement of the brand extension product is not disproportionate to the actual sales turnover of that product.

ASCI guidelines for brand extensions

The Advertising Standards Council has ‘Guidelines for qualification of brand extension product or service’ wherein for an advertisement to qualify as a genuine brand extension advertisement (by implication, not surrogate), the in-store availability of the product sold must be at least 10% of the leading brand in the product category or sales turnover of the product must exceed `5 crores annually or `1 crore in the state where the product is distributed.

Age-old question, whether to allow liquor advertising or not?

However, the question that keeps raking up is an age-old issue – whether to allow liquor advertising / surrogate advertising or not? And the topic is universal leading to unending debates. Across continents, there are countries where liquor advertising is allowed and then there are as many countries that have banned / restricted advertising of alcoholic beverages. In the United States, spirits advertising has self-regulatory bodies that create standards for the ethical advertising of alcohol. In the UK, advertising for alcoholic drinks follows a code enforced by the Advertising Standards Authority, while the packaging and branding of the products is subject to self-regulation. In Thailand, alcohol advertisements are allowed but with a warning message. In South Korea, public advertising is allowed only after 10 p.m. In the Philippines, alcohol advertising comes with a disclaimer ‘Drink Responsibly’. In India, liquor advertising was banned after the Ministry of Health found that cigarettes and liquor had adverse effects on a person’s health. However, advertisements for liquor brand extensions can run on television only if they have a certificate from the Central Board of Film Certification. That led to the companies (manufacturers and also advertising agencies) becoming innovative with ‘surrogate advertising’ wherein unrelated products with the same brand name is manufactured / advertised and sold, only to ensure that the liquor brand name stays right on top of consumers’ minds. Unrelated products include mineral water, music CDs, soda, sports accessories and anything that can be advertised.

Active on digital media

The question here is when liquor companies are active on social media which is a major influencer, an indisputable force and not to mention its enormous reach, the whole idea of banning on OTT and television smacks of hypocrisy. It is indeed paradoxical that excise which is one of the top revenue earners for most states, going up to 15 % of the overall revenues, is not allowed to be promoted. There is a school of thought that believes if a product is allowed to be manufactured and sold, it should be allowed to be advertised, but that is over simplification as it will certainly be like opening up the Pandora’s Box.Gokul Krishnamoorthy who worked with an agency that handled United Breweries in an opinionated article in the Financial Express says “While ASCI banning surrogate ads by liquor brands during the curtailed IPL 2021 was a welcome move, it prompted a question in many minds. What explains the existence of a team called ‘Royal Challengers Bangalore’? One can’t help but remember that the current captain of the team Virat Kohli is idolised by a young boy in a health beverage commercial, among many others. Royal Challenge is a brand of whisky owned by United Spirits, which also owns the Royal Challengers Bangalore cricket team. If scale of presence, volume of advertising, market share and the likes are the key metrics by which one decides whether or not an alcohol brand can advertise its extension, then Royal Challengers Bangalore has no problem at all.” He goes on to add “The only seeming solution then, albeit rather simplistic and overarching, is that if a brand is present in a category where promotion is banned, it should not be allowed to promote itself in any context. It should be denied the right to promotion, whether for its shared corporate brand, for its extension, for its event, for its cricket team or whatever else.” Since such conundrums exist, there are those who feel that we need to shed this hypocrisy and accept that people do drink and reaching them is a legitimate part of a company’s business plans. The companies should be allowed to promote safe, moderate and responsible drinking. In states where there is prohibition this issue does not crop up at all. With digital media coming into play, some players have been advertising brand extensions as the CTNR does not apply to advertisements over the internet. This is changing as we have seen the government bringing social media under control. The digital medium is pretty nascent and governments are grappling with policies to rein in the medium. Indian liquor companies have been using social media to promote their brands. The UB Group recently tied up with a digital content company which produced a web series titled ‘Pitchers’, a five-part series on four friends trying to launch a start-up. With over 10 million viewers, the show got a rating of 9.7 out of 10 on internet movie database website, making the new concept of advertising, going beyond surrogate advertising. As rules become stricter, liquor brands will look at different channels – events, experiential, branded content and in-film, like ‘Pitchers’. As manufacturers need to advertise, one way or the other as to get their products sold, they have been innovative in how to get the message across.

Glenmorangie Highland single malt Scotch whisky cocktails from Moët Hennessy

This upcoming World Whisky Day, raise a glass and call in the celebration with Glenmorangie The Original 10 year old single malt scotch whisky. Have it by itself the old fashioned way or shake up some signature Glenmorangie cocktails as under.

Price (Delhi, Bombay, Bangalore) Glenmorangie The Original

Delhi – ` 4800

Bangalore – ` 7618

Mumbai – ` 7426

Glenmorangie Cocktail Recipes

ORANGE MINGLE

Glassware: Nick & Nora

Ingredients:

45 ml – Glenmorangie Original

2 ml – Orange Marmalade

10 ml – Aperol

15 ml – Lemon Juice

10 ml – Orange Juice

25 ml – Egg White

Orange Bitters

Garnish: Edible Flowers

Directions:

Add all ingredients to a shaker and reverse dry shake. Double strain into a Nick & Nora glass. Garnish with bitters and edible flowers.

THE ORANGE HIGHBALL

Glassware: Highball

Ingredients:

50 ml – Glenmorangie Original

50 ml – Soda Water

50 ml – Tonic Water

Orange Wedges

Garnish: Orange Wedge

Directions:

Fill a highball with ice and add Glenmorangie. Squeeze on wedge into the glass and then top with Soda and Tonic Water. Garnish with an Orange Wedge.

GLENMORANGIE GINGER LEMON

Glassware: Old Fashioned

Ingredients

50 ml – Glenmorangie Original

7.5 ml – Sweet Vermouth

7.5 ml – Ginger Syrup

2 Dashes – Angostura Bitters

1 Dash – Orange Bitters

Garnish: Lemon Twist, Crystallised Ginger

Directions

Add all ingredients to mixing glass filled with ice. Stir until well chilled, strain into an old fashioned glass with a block of ice. Garnish with a lemon twist and crystallised Ginger.

To Mark 75 years of Rampur Distillery, Radico Khaitan launches ‘Rampur Signature Reserve Indian Single Malt Whisky ’

To mark 75 years of Rampur Distillery, Radico Khaitan launches a super luxury variant of Rampur Indian single malt whisky in the International market. These are individually numbered bottles strictly on allocation basis.

Radico Khaitan Ltd launched a super luxury expression of Rampur Indian Single Malt Whisky called ‘Rampur Signature Reserve Indian Single Malt Whisky’ to commemorate 75 years of its Rampur Distillery at The Whisky Show, London and Whisky Live, Paris recently.

The Rampur Signature Reserve Indian single malt whisky is a limited release of 400 bottles worldwide. Each bottled is individually numbered and carries the signature of Dr Lalit Khaitan, Chairman and the Rampur Master Maker. Bottled at cask strength of 43.9%, this exquisite offering is now available in UK, Europe, USA and a few selected markets in Asia Pacific. It will also be available at Dubai Duty Free as well as India Duty Free in the coming weeks.

The Indian Single Malt whisky is named after Radico Khaitan’s first distillery in Rampur and is aged, distilled and matured in the foothills of the scenic Himalayas.

Existing expressions in Rampur Indian Single Malt Whisky: Rampur Select Indian Single Malt Whisky

Aged in the foothills of Himalayas, this exquisite whisky is the Kohinoor of Single Malts.

This beautiful nectar is a winner of many international awards including the Double Gold Medal at San Francisco World Spirit Competition, USA and also rated amongst the Top 20 whiskies of the world at #5.

Rampur Sherry PX Finish Indian Single Malt Whisky

A limited 48 Casks release. A few exceptional casks of Rampur Single Malt Whisky post maturation in American Oak were handpicked by our Malt Master and transferred to Sherry PX Butts from Jerez, Spain for finishing. The result is a rich and fruity whisky with layers of complex spice and dried fruit.

Rampur Double Cask Indian Single Single Malt Whisky

The newest expression of Rampur, has spent 2/3rd of its life in American Oak Bourbon Casks and 1/3rd in European Oak Sherry Oloroso Casks. Delicate balsamic vanilla notes from the American white oak compliment the full-bodied aroma; Rich caramel, dried dark fruits and spicy tonality from European oak add to the depth. Already available in the UK and EU, shipments underway to over 30 countries.

Speaking on the launch, Mr. Sanjeev Banga, President, International Business, Radico Khaitan Ltd said “We are very proud to launch the new expression ‘Rampur Signature Reserve Indian Single Malt Whisky ‘ within three years of release of the umbrella brand. Our Indian Single Malt Whisky – Rampur has gained global recognition and love from its consumers.Today, the brand has emerged as one of the most desired Indian single malt whisky brands in the world and, we hope, the new expression will also gain similar acknowledgement and appreciation from our luxury whisky lovers. We are honoured to provide a chance to savour one of the Oldest Malts from India to the International Single Malt connoisseurs”.

Angus Dundee forays into the Indian retail market

Angus Dundee a major player in Bulk Scotch is venturing into the Scotch market with the launch of MacRoys Blended Scotch Whisky. Sanjeev Puri, Regional Director, Sub Continent and Hasan Bakhtawar, General Manager-Marketing unveils some of the company’s other plans.



How has Angus Dundee fared over the years? Angus Dundee India Pvt Ltd (ADIPL) is a major player in Bulk Scotch and supplying to a large stratum of liquor manufacturers in India. A 100% subsidiary of Angus Dundee Distillers Plc Scotland, has been present in India for almost close to a decade. With a strong lineage and expertise to deliver consistent quality product, ADIPL has created a niche and made its presence felt over the years.

What are the major activities undertaken in the Indian market?

ADIPL not only offer Bulk Scotch but provide customised solutions which are customer and brand specific. This has been instrumental in sustaining and stabilising its position in the highly competitive ‘Bulk Scotch Whisky’ market.

What prompted your decision to produce your own Scotch brands in India?

Significant shift in the Indian consumer behaviour, rising disposable income with influence of social media enabling splurge on good things, growth in socialising occasions and experimenting with different types of alcohol had been an inspiration for ADIPL to introduce own Blended Scotch Whisky to the Indian consumers.

What has been the response to the launch of MacRoys in Chandigarh and other cities?

MacRoys Blended Scotch Whisky is available in select category selling outlets in Ludhiana, Jalandhar, Mohali and Chhattisgarh. Launched in the month of July the brand is gradually making its presence felt.

Are you looking at a pan India launch and what is the time frame for the launch?

In a phased manner, launch in Telangana, Chandigarh and Rajasthan in current financial year, whereas Delhi and Orissa intended for the next fiscal.

What is the positioning for the brand and what are the marketing activities planned for the brand?

The present positioning portrays the product attribute “Experience the Bourbon finish luxury” and distinguishes the brand from competition. We intend to target potential consumer base tapping key touch points like On & Off Trade, Social gatherings and other socialising occasions. In addition, we are also focussing on digital as we can’t be mere spectators to the consumer’s journey and need to make our presence felt by participating in trending conversations, crafting influencer opinions and generate access to the brand online.

How is your brand different from other competing brands available in the market?

MacRoys Blended Scotch Whisky is distilled, aged and blended in Scotland. matured using the BB1 barrels, the once used American Oak Bourbon barrels holding only bourbon infuses a distinct character to the whisky. First Fill Bourbon Cask are generally used for producing Single Malt Whiskies. Crafted using exclusive malt, matured in bourbon casks whose charring produces lactins which help develop coconut and vanilla characteristics, bringing out soft, fruity-sweet and smooth blend.

Are you planning to launch more brands in the Indian market in future?

Plans are afoot to cater other price points in the Blended Scotch and Premium Scotch segments in near future.

Would you like to throw some light on your Duty-Free business at the Indian airports?

We have an exceptional BIO portfolio consisting aged and non-aged single malts, blended malts and Blended Scotch whiskies. Brands like “Tomintoul Spey Side Glenlivet Single Malt Scotch Whisky”, “Smokey Joe Blended Malt”, Non-Aged Single Malt variant “Glen Parker Single Malt Scotch Whisky” and Blended Scotch whisky named “Parkers” have presence at the Delhi Travel Retail.