Journey of single malt

The story of Amrut single malt is as enticing as the whisky itself. Usually success comes with a price tag; rough journey, hard work, enthusiasm and passion. Rick Jagdale, executive director of Amrut Distilleries Ltd, went to Britain for his MBA programme. It was in 2001 during his MBA dissertation at Newcastle University Business School, with inputs from his father Neel Jagdale; Managing Director of Amrut Distilleries Ltd, Rick Jagdale had decided to weave his marketing thesis with Amrut single malt whisky. Rick Jagdale has tested Amrut single malt whisky, the aboriginal 40% abv version, throughout the United Kingdom. The conclusion of the thesis was indeed encouraging for the Jagdale family.

Time passed by and in 2004 Jagdale family decided to launch the first ever single malt whisky from India into the Global market. The product was launched in
Glasgow, Scotland. It raised eyebrows of many in the industry and was termed as 'Coals to Newcastle' venture. The initial reaction was great. But the journey from then on for the next two years was not easy. The business had learned many lessons. On the ground the realities were different. However, Jagdale family never gave it up. The product packaging and the standard version of Amrut single malt was completely re-engineered. Simultaneously, new versions of Amrut single malt were released into the market.

Today Amrut single malt whiskies are available in all the major countries in Western Europe, Scandinavia, three provinces in Canada, United States and is further expanding. Until this point, Amrut single malt whisky was never sold in India. Jagdale family never intended to sell these products in India. However, Jim Murray; much heralded author of the whisky bible, gave a big thumps up for Amrut Fusion by rating it as the third finest whisky in the world. This coupled with Malt Maniacs award of 'Best Daily Dram Category Award' for the same brand, took the image of Amrut Distilleries to further heights. This along with Amrut's growing reputation in the global market, created lots of enthusiasm in the domestic market in India. Although, in the immediate future, it is not possible to quench the thirst of the single malt connoisseurs in India as a whole, Amrut single malt whisky was launched in Bangalore in Feb 2010, exactly after five years of its debut in the Global Markets. Without any reservation Amrut Distilleries put INDIA into the whisky map.

The jorney continues and many rough roads and terrains ahead. The Jagdale family is up for it......................