UNITED SPIRITS ENTERS THE CRAFT WHISKY MARKET

Liquor major United Spirits Ltd., (USL), owned by British Diageo Plc, has launched United’s Epitome Reserve – a premium craft whisky that sets the stage for the company’s entry into the craft spirits market that has gained popularity among India’s young, urban tipplers.

Epitome Reserve is priced at par with USL’s high-end imported scotch whiskies, the company said. These bottles are available on request or in very select premium outlets. Only 2,000 such bottles are available in the first batch.

Epitome Reserve is a small batch, craft, artisanal whisky made of 100% rice. It is also the most premium Indian whisky sold by USL in the country.

The launch is set to capitalise on growing demand for premium spirits and locally crafted spirits in India, said Deepika Warrier, chief marketing officer, Diageo India.

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