DIAGEO India Launches India Rare Spirits – A First-of-Kind Personalised Cask Program in the Country

Bengaluru, December 12, 2024: DIAGEO India is proud to announce the launch of India Rare Spirits, an exclusive cask program 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, India Rare Spirits 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. The Today, under DIAGEO India’s stewardship, the distillery seamlessly blends its storied history with contemporary innovation. It is now also home to The Good Craft Co. (TGCC), DIAGEO India’s 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.

Commenting on the program’s significance, the role of India’s diverse distilleries and climates, and what this initiative represents, Vikram Damodaran, Chief Innovation Officer, DIAGEO India says, "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.” 

The journey begins with an immersive consultation led by a team of whisky experts who explore each individual's unique taste preferences, desired flavour profiles, and special occasions to commemorate. Based on this understanding, an exclusive tasting session is curated, allowing members to sample rare and distinctive liquids from a library of 30–40 aged malts, each matured for a minimum of 5–10 years. These offerings include Indian Peated Single Malts finished in Oloroso casks, creamy Ex-Bourbon and Oloroso Single Malts, and Dessert Wine Finished Single Malts with candied orange and warm spices. Other highlights include elegant Indian Grape Brandies aged in Sal wood vats, grassy Single Grain Whiskies with a peppery rye finish, and Champagne-finished Single Grains with delicate apricot and milk chocolate notes.

Once the perfect cask is selected from options such as ex-bourbon, sherry, Indian sal wood, and dessert wine finishes, it is un-casked into bottles adorned with personalised labels and commissioned artwork. These bottles can be customised and tailored for special occasions, such as weddings, corporate celebrations, or milestone anniversaries, ensuring that every bottle is as meaningful as it is luxurious. 

Commenting on how India Rare Spirits align with global trends in luxury and personalisation and its role in showcasing Indian craftsmanship to the world, Hina Nagarajan Managing Director and CEO of DIAGEO India, says, “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."

India Rare Spirits comes at a time when the world is taking notice of India’s unique contributions to the global whisky industry. With its diverse climates, rich heritage, and increasing demand for premium spirits, India is emerging as a hub for innovation in whisky-making. This program not only underscores DIAGEO India’s leadership in crafting exceptional spirits but also elevates Indian whisky to a global platform, blending local artistry with international standards of luxury.

About DIAGEO India

DIAGEO India is among India’s leading beverage alcohol (alcobev) companies with an outstanding portfolio of premium brands. A subsidiary of DIAGEO Plc., it is listed in India on both the National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) as United Spirits Limited (USL).

Headquartered in Bengaluru, DIAGEO India has one of the largest manufacturing footprints in alcobev with 36 facilities across India. It manufactures, sells and distributes Johnnie Walker, Black Dog, Black & White, VAT 69, Antiquity, Signature, The Singleton, Royal Challenge, McDowell’s No1, Smirnoff, Ketel One, Tanqueray, Captain Morgan and Godawan, an artisanal single malt whisky from India, bringing together global expertise and local pride to deliver innovative, world-class products and experiences to consumers. With a strong focus on driving a positive impact on society, DIAGEO India has been working on collective action to improve livelihoods, championing Grain to Glass sustainability, responsible consumption and nurturing the alcobev ecosystem, to contribute to India’s growth agenda.

For more information about DIAGEO India, our people, our brands, and our performance, visit us at www.diageoindia.com. Visit DIAGEO’s global responsible drinking resource, http://www.DRINKiQ.com, for information, initiatives, and ways to share best practices.

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