Product Launch Details
Radico Khaitan Limited's Rampur Indian Single Malt whisky has unveiled a new brand positioning titled '43° | 2° – Born in Nature's Frequency'. This positioning is built on the two temperature extremes of its home in the Himalayan foothills - 43°C in summer and 2°C in winter. The seasonal swing expands and contracts the oak cask year after year, shaping the character of the whisky.
International Recognition and Research
Rampur Distillery has been selected to represent Asia in The 8 Continent Series, a six-month international study examining how geographical and climatic conditions influence the maturation, chemistry and flavour of single malt whisky. This study is led by Brazilian food scientist Aline Bortoletto and her team at INOVBEV, and brings together eight single malts from different continents, including one matured in Antarctica. Rampur is the only Indian whisky in the study.
Marketing Campaign and Brand Strategy
The campaign line 'Born in Nature's Frequency' connects the rhythm of the natural world with the maturation process. The numbers 43 and 2 form 432, which now serves as Rampur's numerical signature. According to Kunal Madan, Chief Marketing Officer of Radico Khaitan, this platform places the climate, craft and character of the whisky at the heart of the brand.
The campaign is being rolled out across on-trade and retail touchpoints, including in-outlet branding, point-of-sale material and consumer experiences. It is complemented by digital storytelling featuring actor Mihir Ahuja, known for his role in Netflix's Operation Safed Sagar.
Performance Recognition
In Jim Murray's Whisky Bible 2026, nine expressions from the Rampur portfolio featured with an average score of 91.9 points. Rampur has strengthened its presence in international travel retail, becoming the first Indian single malt to be presented across four major UK airports at Heathrow, Gatwick, Manchester and Birmingham.
Financial Performance Context
The Company's Prestige & Above segment recorded 35.8% volume growth in Q1 FY2027, reaching 5.28 million cases and contributing 74% of its IMFL value sales. Radico Khaitan has outlined an ambition to grow its luxury and semi-luxury portfolio by approximately 25% in FY2027.
Strategic Significance
This brand positioning establishes a long-term platform for Rampur as it enters its second decade, returning the story to the natural forces that shape the whisky - the land, changing seasons, oak, and passage of time.