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Amrut is a brand of Indian single malt whisky, manufactured by Amrut Distilleries.It is the first single malt whisky to be made in India. [1] Amrut (अमृत) or amrit is a Sanskrit word which can be translated as "nectar of the gods", [2] [3] "nectar of life", [4] or "drink of the gods". [5]
By 2022 India produced many whiskies both for the local market—the most lucrative market for whisky in the world—and export. Indian single malts comprised 15% of the local market in 2017, increasing to 33% in 2022. In the three years to 2022 sales of Indian malts increased by an annual average of 42%, compared with 7% for imported rivals. [9]
It is best known for its eponymous Amrut brand of single malt whisky, which is the first single malt whisky to be made in India. [2] The brand became famous after world famous whisky connoisseur Jim Murray gave it a rating of 82 out of 100 in 2005 and 2010. In 2010, Murray named Amrut Fusion single malt whisky as the third best in the world.
Under the United Kingdom's Scotch Whisky Regulations, a "Single Malt Scotch Whisky" must be made exclusively from malted barley (although the addition of E150A caramel colouring is allowed), must be distilled using pot stills at a single distillery, and must be aged for at least three years in oak casks of a capacity not exceeding 700 litres ...
[15] [16] The single malt whisky was the brainchild of Khodays' late vice-chairman, L. Srihari Khoday, who had proposed launching a single malt variant of the Peter Scot brand in 2008. The company claims that consumers compared Peter Scot Black to single malt whiskies made by Glenfiddich and Glenmorangie during blind taste tests. [17] [18]
The first half 2019 saw nearly 71,000 bottles go to auction—a staggering 43.9 percent increase over the first six months of 2018.
Black Dog is a brand of blended Scotch whisky produced by the Indian beverage company United Spirits Limited (USL), a subsidiary of Diageo.. The Black Dog was first blended and bottled in Scotland in 1883 by James MacKinlay but since 1992 is bottled and marketed in India. [2]
In the Indian whisky market, Barrel Select is positioned between the deluxe and premium segment occupied by the company's Royal Stag and Blenders Pride brands respectively. [18] United Kingdom-based branding and packaging consultants CARTILS developed the strategic positioning, branding , bottle shape, packaging and mono carton for Barrel Select.