United Spirits Limited forays into craft whisky segment

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Liquor major United Spirits Limited (USL) owned by  British major Diageo plc has launched Epitome Reserve, a premium craft whisky. With this, the company is making a foray into the craft whisky segment in the country.

“The limited-edition whisky has been launched in an exclusive batch of 2,000 numbered bottles,” said the company in a press release.

Premium Outlets

The company also said the brand will be made available only in selected premium outlets in the country. The Epitome Reserve, is a small-batch, artisanal craft, 100 per cent rice whisky.

Commenting on the launch, Deepika Warrier, CMO, Diageo India, said, “We are delighted to announce Diageo’s foray into the ‘Craft’ segment with the launch of the limited-editionEpitome Reserve.”

“This launch strengthens our commitment to our premiumisation strategy, riding on brand renovation and innovation,” she added.

Earlier, there were reports that Diageo is planning to sell its mass-priced brands like Bagpiper whiskey, Old Tavern whiskey, White Mischief vodka and Haywards as part of the new strategy to focus on the premium segments.

Apart from that, the company is also looking to take on rivals like French liquor giant Pernord Ricard who is trying to strengthen its India presence.

Diageo manufactures, sells and distributes a portfolio of premium brands such as Johnnie Walker, Black Dog, Black & White, VAT 69, Antiquity, Signature, Royal Challenge, McDowell’s No.1, Smirnoff and Captain Morgan.

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