Tilaknagar Industries Limited, a renowned name in the Indian-Made Foreign Liquor (IMFL) market, has recently expanded its whisky portfolio with the launch of Mansion House Gold Barrel Whisky. Known for their dominance in the brandy sector with popular labels like Mansion House Brandy and Courrier Napoleon, the company is now setting its sights on the competitive whisky market.
Mansion House Gold Barrel Whisky, a premium blend of select Scotch malts and Indian grain spirits, has been introduced in Assam, India, as the first phase of its launch. With plans to roll out in additional key markets, Tilaknagar Industries aims to carve a significant share in the highly lucrative whisky segment, which dominates 80% of the IMFL market in East and North-East India.
Craftsmanship Meets Innovation
Chairman and Managing Director of Tilaknagar Industries, Amit Dahanukar, highlighted the company’s strategic shift towards whisky, stating, “This launch aligns with our endeavour to expand our portfolio across categories, further strengthening our position as a key alcobev player in the country.”
The introduction of Mansion House Gold Barrel Whisky is a clear testament to Tilaknagar’s blending expertise and commitment to innovation in premium spirits. The whisky is aged in oak casks, ensuring a refined fusion of smoothness, aroma, and taste. The sleek and modern packaging, along with a hipster pack for the 180ml variant, appeals to a younger, trend-savvy audience, especially in Assam where this format is popular.
Chief Marketing Officer Ahmed Rahimtoola echoed this sentiment, emphasizing that the whisky represents a new era of quality and craftsmanship for the brand. Mansion House Gold Barrel Whisky stands as a symbol of the company’s dedication to elevating the whisky experience for Indian consumers.
The Growing Whisky Market in India
According to the IWSR report, the Indian whisky market hit a remarkable 252 million cases in 2023. This growth signals immense potential for new players and products. With Mansion House Gold Barrel Whisky, Tilaknagar Industries is poised to tap into this booming market, particularly in regions where whisky already commands the lion’s share of the IMFL category.
As Tilaknagar Industries continues to innovate, the launch of Mansion House Gold Barrel Whisky marks a significant milestone in their journey to become a formidable player in India’s whisky market.
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