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Diageo re-launches VAT 69 Scotch whisky
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Thursday, 16 September, 2010, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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  Diageo, one of the leading premium drinks businesses, has re-launched VAT 69 bottle at Trident Hotel, Mumbai.
VAT 69 is a scotch blended whisky in iconic green sherry shaped bottle. Abanti Sankarnarayanan, marketing & innovation director at Diageo India, said, "India presents great opportunities in spirits. Every year this country adds 20 million new consumers in spirits category. We expect spirits consumers to cross 200 million mark in the next five years."
VAT 69 was produced by William Sanderson in 1882. He prepared one hundred casks of blended whisky and hired a panel of experts to taste them. The batch from the vat with number 69 was judged to be the best tasting one and the famous blend got its name. The whisky was at first bottled in port wine bottles.
Scotch whisky is whisky made in Scotland. In Britain, the term whisky is usually taken to mean Scotch unless otherwise specified. In other English-speaking countries, it is often referred to as "Scotch."
Scotch whisky is divided into five distinct categories: single malt Scotch whisky, blended malt (formerly called "vatted malt" or "pure malt"), blended Scotch whisky, blended grain Scotch whisky, and single grain Scotch whisky.
According to industry analysts, by 2012, the spirits market will have a value of $42.6 billion, an increase of 3.3% from 2007 inside Brazil, Russia, India and China - BRIC. "The new VAT 69 bottle is a combination of craftsmanship, elegance, prestige and masculinity. Our design for the VAT 69 bottle is a contemporary interpretation of the world famous iconic pack first created by William Sanderson over 125 years ago," Gordon Smith, creative director at Smith & Co and designer of the new bottle, said.
Currently, VAT 69 is sold in various countries like South Africa, Uruguay, Spain, Belgium and France, biggest whisky market in the world. Recently, the company launched this product in Brazil also.
The current Indian market size for scotch whiskies is over 12 lakh cases with 25% per annum growth rate. "We import Scotches in bulk and pack & bottle it in India. To market this product, we will focus on top 18 cities and 500 restaurants across the country," Abnati informed the media on the sidelines of the re-launch programme.
The new bottle will be available across India at around Rs 1100.
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