Cutty Sark launches blended malt scotch in Indian market

Cutty Sark launches blended malt scotch in Indian market

Thursday, 24 July 2008, 10:54 Hrs
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New Delhi: The 250-million-pound ($499 million) global wine and spirits major Cutty Sark International has launched a premium scotch whisky brand - Cutty Sark blended malt scotch whisky - in the Indian market, a top company official said.

Little more than a year back, the company had launched its flagship Cutty Sark blended scotch whisky, priced at around 1,200 for a 750 millilitre bottle.

Now it has launched the Cutty Sark blended malt scotch whisky, a premium brand priced at around 2,500 per bottle, Peter Davie, Cutty Sark commercial director, told IANS. Davie is responsible for implementing marketing strategy across global markets.

Explaining the difference between the two products, Davie said a blended scotch whisky is a blend of one or more single malt scotch whiskies with one or more single grain scotch whiskies.

The Cutty Sark blended scotch is made up of around 20 renowned single malt whiskies, predominantly from the Speyside region in Scotland, UK, which are blended with high quality grain whiskies.

"These single malt and single grain whiskies are matured in carefully selected American oak casks. The malts are blended together, as are the grains, before the complete blend is married together for a further six months," Davie said.

The new product, Cutty Sark blended malt scotch whisky, is a blend of only single malt whiskies and has no grain whiskies in it, he said, adding that "it marries the finest single malt whiskies after they have been aged to perfection in oak casks'.

"The result is a fresh and floral aroma with hints of vanilla. It has a classic Speyside character on the palate and a clean dry finish," Davie said.

Cutty Sark International is a joint venture between Berry Brothers and Rudd and the Edrington Group, known for its single malt whisky Famous Grouse.

The company owns the brands Cutty Sark Scotch Whisky and the Glenrothes Single Highland Speyside Malt Whisky, a brand that was recently named as the world's fastest growing brand of premium malt whisky for the period 2003-2008 by global market monitor, International Wine and Spirit Record (IWSR).

Cutty Sark has tied up with Focus Brands, part of the $3-billion Jubilant Group for marketing its products in India.

"Our tagline for this product is "mark of real friendship'," said Hrishi Besant, brand manager, Focus Brands.

The company is targeting the 25-35 year-old section of Indian whisky drinkers who wish to graduate from regular scotch whiskies to premium brands, Besant said.

"Our strategy is to enter into strategic partnerships to penetrate growth areas," Davie said.

"With India emerging as the largest whisky market in the world, we had to look for a strategic partner here and Focus Brands with its great professionalism in marketing has proved to be a true partner," he said.
Source: IANS
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