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Can Indian single malts be global brands? Rampur makes a spirited effort

Domestic liquor giant Radico Khaitan wants a global profile for its Rampur Single Malt. The company believes the novelty of its new-age product and the niche market carved out by other Indian brands will help Rampur build an international fanbase. The Japanese have shown it can be done despite the odds.
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shaboridas
7 Aug 2019 10 Mins Read 2 comments
Rampur is participating in whiskey shows around the world to make single-malt consumers appreciate its uniqueness; courtesy of Radico Khaitan
Rampur is participating in whiskey shows around the world to make single-malt consumers appreciate its uniqueness; courtesy of Radico Khaitan
Old Port Rum, Original Choice, and 8PM. What do these mass-market, hard-liquor brands have in common? All three now have a single malt sibling. Amrut, Paul John, and now Rampur. Further, their brand owners want to crack open the global premium single malt market with “new-age” products. Rampur Single Malt Whiskey was launched in 2016 and comes from
and Paul John something to worry about. “In terms of our single malts we are not chasing volumes. It is a limited-edition brand for us …. production capacity is plenty. There are hundreds and hundreds of barrels, being aged right now. Once they are done, then we will bottle them,” Banga signs off. ( Graphics by Mohammad Arshad)
Old Port Rum, Original Choice, and 8PM. What do these mass-market, hard-liquor brands have in common? All three now have a single malt sibling. Amrut, Paul John, and now Rampur. Further, their brand owners want to crack open the global premium single malt market with “new-age” products. Rampur Single Malt Whiskey was launched in 2016 and comes from and Paul John something to worry about. “In terms of our single malts we are not chasing volumes. It is a limited-edition brand for us …. production capacity is plenty. There are hundreds and hundreds of barrels, being aged right now. Once they are done, then we will bottle them,” Banga signs off. ( Graphics by Mohammad Arshad)

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