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ABD goes luxury with launch of Arthaus Blended Malt Scotch Whisky
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Friday, 08 November, 2024, 14 : 00 PM [IST]
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Our Bureau, Mumbai
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Allied Blenders and Distillers Limited (ABD), the 3rd largest spirits company in India announced its luxury play with the entry of Arthaus Blended Malt Scotch Whisky. This premium offering is set to debut in Mumbai, with plans for expansion into key markets during the festive season.
Blended Malt Scotch Whisky is rapidly emerging as a distinct category within the whisky market, setting itself apart from traditional Blended Scotches and Single Malts available in India. A Blended Malt, as the words suggest, is crafted exclusively from a selection of different Single Malts. It is a unique collective blend specially curated by Master Blender featuring premium Single Malt whiskies sourced from the Highlands and Speyside regions of Scotland.
The name draws inspiration from the world of art, particularly reflecting the geometric minimalism of the Bauhaus movement. The brand architecture encompasses a diverse array of artistic techniques, including drip art, the transition from reality to abstraction, and the textures of palette knives and mixed media. It also embraces advanced multi-dimensional technology to enhance its creative expression. This artistic vision underscores the philosophy that blending exceptional whisky is, in itself, a form of art.
Bikram Basu, chief innovation and strategy officer, ABD, said “Arthaus is an exceptional Blended Malt Scotch. It’s ‘Art Bottled’. This journey of Arthaus has been a joyful experience. The discoveries in the art of blending and the World of Art in terms of form, expressions, cultures have been engrossing. This brand will make curious minds experience it, love it, and advocate for it.”
Alok Gupta, managing director, Allied Blenders and Distillers Limited, said, “Arthaus is a significant move from ABD to enter the luxury portfolio. It gives the consumers a product which is curated from a collective of the finest Single Malts. This Blended Malt Scotch is a key addition to our premiumisation plan and a higher margin portfolio. With Zoya Special Batch Gin, the recent announcement of Russian Standard Vodka, and now Arthaus Blended Malt Scotch we are building our luxury portfolio.”
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