Diageo Radico launch Masterstroke Deluxe Whisky |
An exceptional brand which is a delight for Indian consumers |
Diageo Radico Distilleries Pvt Ltd, the joint venture between Diageo and Radico Khaitan Ltd, today launched Masterstroke Deluxe Whisky, a blend of Premium whiskies. The launch of Masterstroke Deluxe Whisky demonstrates Diageo Radico’s strategy to redefine the Indian Made Foreign Liquor (IMFL) segment by listening to the voice of the modern Indian consumer and thereby providing superior quality brands. Masterstroke Deluxe Whisky spearheads Diageo Radico’s aggressive growth plans in the fast growing IMFL segment – of which Diageo Radico aims to capture a significant share. Launching the stunning brand, Mr. Asif Adil, Joint Managing director of Diageo Radico Distilleries Pvt Ltd said, “We are excited at presenting Masterstroke Deluxe Whisky to Indian consumers. It is an exceptional liquid, in breakthrough packaging, at a competitive Rs 300 – Rs. 400 per bottle (750ml), depending upon state to state. Masterstroke Deluxe Whisky is positioned to compete in the Prestige IMFL segment and I invite every consumer to taste and enjoy this outstanding new brand which adds to Diageo’s & Radico’s extensive portfolio in India.” Mr. Abhishek Khaitan, Joint Managing Director of Diageo Radico Distilleries Pvt Ltd said, “Our association brings together the strengths of the two companies in brand marketing and distribution to create innovative international quality products for the Modern Indian consumer. Masterstroke Deluxe Whisky is our first step in this direction. Diageo Radico Distilleries Pvt Ltd in its commitment to excel will continue to offer world class modern products like Masterstroke Deluxe Whisky and will enhance its capabilities to meet the growing opportunities that the Indian market offers”. Mr. Peter J. Warren, the Master Distiller from Scotland and creator of Masterstroke Deluxe Whisky added, “this is a uniquely tailored blend which includes the smooth Blair Atholl Single Malt Scotch whisky. It has been mellowed to perfection to create a distinct taste that meets the demands of the new generation of Indian whisky drinkers”. Masterstroke Deluxe Whisky will be available in three sizes – quarts (750 ml), pints (375 ml) and nips (180 ml) - in all markets across the country. Both Diageo and Radico will continue to operate their independent businesses and uphold their brand portfolios, outside of the JV. About Diageo Radico Distilleries Pvt. Ltd: Diageo Radico Distilleries Pvt. Ltd. is a 50:50 joint venture between Diageo, the world's leading premium drinks business, and Radico Khaitan Limited, India’s fastest growing liquor manufacturer. The JV brings together the strengths of the two companies in brand marketing and distribution with an aim of redefining the Indian Made Foreign Liquor (IMFL) segment and make it more contemporary. |