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Diageo India launches India Rare Spirits
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Monday, 16 December, 2024, 14 : 00 PM [IST]
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Our Bureau, Bengaluru
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Diageo India has launched India Rare Spirits, an exclusive cask programme that redefines luxury whisky ownership through personalised craftsmanship. This initiative offers connoisseurs the unique opportunity to own a bespoke expression of rare, aged malts meticulously crafted to reflect individual tastes and stories. Set against India's rich whisky-making heritage, it harmoniously blends tradition with innovation, marking a significant milestone in the country's evolving spirits’ landscape.
Nestled in Goa, the Ponda distillery has been a cornerstone of India’s whisky-making heritage since 1964. Known as the birthplace of India's first single malt, Ponda has played a significant role in shaping the country's spirits’ landscape. Under its stewardship, the distillery seamlessly blends its storied history with contemporary innovation. It is now also home to The Good Craft Co. (TGCC), its first sensorial Experience Home, which champions the intersection of craft, community, and innovation in spirits. The result is a collection of rare, aged malts that create beautiful liquid propositions and form the foundation of the India Rare Spirits program, where each cask reflects decades of expertise and a commitment to excellence, stretching the bounds of innovation.
Vikram Damodaran, chief innovation officer, Diageo India, said, "India Rare Spirits is a celebration of India’s unparalleled diversity—not just in its cultures and traditions but in its whisky-making landscapes. From the warm coastal breezes of Goa to the high-altitude chill of the Himalayas, our distilleries are blessed with climates that shape the character of our spirits in unique ways. This program represents more than just bespoke luxury; it is a tribute to decades of craftsmanship and innovation, offering connoisseurs the chance to own a true piece of our liquid heritage. Through India Rare Spirits, we are bridging the past and present, showcasing the depth and versatility of India’s whisky-making potential on a global stage.”
Hina Nagarajan, managing director and CEO, Diageo India, said, “Luxury is all about personalisation, where consumers seek deeper connections with the products they cherish. This initiative is a testament to our mastery in India of blending age-old techniques with contemporary innovation, resulting in spirits that are as exceptional as the stories they tell. By combining bespoke craftsmanship with a distinctly Indian perspective, we are redefining whisky ownership and introducing the world to the artistry and sophistication of Indian spirits. It’s a proud moment to spotlight India’s contribution to the global luxury spirits landscape."
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