Single malt, many memories
Q. Amrut whiskies were promoted abroad originally, before trying to capture the Indian market...
A. Indians love whisky though it is the international names that people are always proud to consume. Though, as a reverse strategy, Amrut was the first-ever single malt that was launched out of India, specifically in Glasgow, Scotland in 2014. Our single malts have international recognition today with Amrut Fusion being rated the third finest whisky in the world by whisky writer Jim Murray in 2010. Now that the brand has been applauded internationally, Indian buyers believe in its credibility and are open to trying out the whisky.
Q. Which are the biggest markets for the company?
A. We are sold in about 39 countries in the world, and our biggest market is Europe, and Canada too. Australia is proving to be a very promising and upcoming new market for our spirits.
Q. Now that Amrut Single Malt has completed 10 years, what is your next plan of action?
A. Our plan is to capture the Indian market now. We are available in states like Karnataka, Maharashtra, Goa and Kerala and wish to enter more states in the North soon. We’ll be out with a new rum in the near future.