United Spirits launches Epitome Reserve whisky, enters into craft spirits market

United Spirits has entered into craft spirits segment by launching Epitome Reserve that is at par with an imported whisky.

Owned by British Diageo Plc, United Spirits want to capitalise on growing demand for premium spirits and locally crafted spirits in India.

Epitome Reserve is available on request or in select premium outlets.

The whisky is a small batch, craft, artisanal whisky made of 100% rice.  It has been distilled in Punjab and matured in Goa. It is also the most premium Indian whisky sold by USL in the country and presently only 2,000 such bottles are available in the first batch.

“Over the last year and a half, we've seen that consumers in the absence of being able to travel or socialise or go out and have the best food and beverage experiences have been experimenting with premium spirits at home with do-it-yourself or DIY experiences. That has become part of small, intimate celebrations and they are just savouring and experiencing new kinds of liquids," shared Deepika Warrier, CMO, Diageo India.

She also added that there is a growing appetite for more domestically produced spirits.

“Consumer is of course looking for world-class experiences, which is why you see global brands and our premium offerings from around the world, seeing very rapid growth, particularly over the last year or so in India. There's also this growing desire for more local produce, local flavors and ingredients, and a sense of pride in the Indian craftsmanship," added Warrier.