- The launch reiterates Radico Khaitan’s premiumization strategy as well as its commitment to the welfare of society.
- A part of the revenue from every bottle sold will be contributed to the welfare funds of the Indian Armed Forces.
- It coincides with the 25th anniversary of the Kargil War.
- This luxury brand has been launched at the price point of Rs. 5,000.
Radico Khaitan Limited (“Radico Khaitan” or the Company), one of the largest liquor companies in India, has proudly introduced the Spirit of Victory 1999 Pure Malt Whisky, a heartfelt tribute to the valiant soldiers of the 1999 Kargil War under the umbrella of “Spirit of Victory” range of brands. This significant launch continues the success of its forerunners, the 1965 The Spirit of Victory Premium XXX Rum and the 1965 Spirit of Victory Lemon Dash. Each product in this line is crafted with meticulous attention to quality and embodies a profound sense of national pride. With this launch, the Company also capitalizes on the emerging Pure Malt whisky category.
On every bottle sold, the Company has pledged to contribute a part of the revenue earned to the welfare funds of the Indian Armed Forces.
With an initial release in Uttar Pradesh and Haryana, followed by expansion to other states, Radico Khaitan aims to share this meaningful tribute widely, at the price point of Rs. 5,000.
Amar Sinha, Chief Operating Officer, Radico Khaitan, expressed his excitement about the new product, saying, “The Spirit of Victory 1999 Pure Malt Whisky is both a tribute to our courageous soldiers and a testament to our brand creation capabilities which already includes iconic brands like Rampur Indian Single Malt, Sangam World Malt as well as Royal Ranthambore Heritage Collection Whiskies. This product is more than just a new chapter; it’s a heartfelt acknowledgment of the indomitable spirit that binds our nation. We are a proud Indian company and are committed to producing exceptional spirits that also celebrate the bravery, sacrifices, and shared destiny that define our Spirit of Victory brand.”
What is a Pure Malt Whisky
A Pure Malt, also known as a blended malt, is a type of whisky crafted by blending various single malts distilled twice in traditional pot stills. These single malts undergo maturation in oak barrels. Each distillery contributes a distinct flavor profile influenced by factors such as geographical location, raw materials, production process, and the characteristics of the barrels used. We embark on a global journey to assess and select diverse styles of single malts. These carefully chosen single malts are then blended with our Indian single malt to create the exceptional Spirit of Victory 1999 Pure Malt.