Brand Positioning Announcement
Radico Khaitan Limited has unveiled a new natural brand positioning for its Rampur Indian Single Malt whisky titled '43° | 2° – Born in Nature's Frequency'. The positioning is built on the two temperature extremes of its home in the Himalayan foothills - 43°C in summer and 2°C in winter. This seasonal swing expands and contracts the oak cask annually, shaping the character of the whisky.
International Research Participation
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. The study is led by Brazilian food scientist Aline Bortoletto and her team at INOVBEV, and brings together eight single malts from different continents. Rampur is the only Indian whisky selected for this study.
Management Commentary
Kunal Madan, Chief Marketing Officer of Radico Khaitan, stated that the new platform places the climate, craft and character of the whisky at the heart of the brand. The number 432 (from 43 and 2) now serves as Rampur's numerical signature and carries cultural associations with harmony, balance and the rhythm of nature.
Business Performance Context
The announcement comes as Radico Khaitan continues to strengthen its premium portfolio. 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. The Company has outlined an ambition to grow its luxury and semi-luxury portfolio by approximately 25% in FY2027.
Marketing Rollout
The campaign is being rolled out across on-trade and retail touchpoints including in-outlet branding, point-of-sale material and consumer experiences. Digital storytelling features actor Mihir Ahuja, known for his role in Netflix's Operation Safed Sagar.
International 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 presented across four major UK airports: Heathrow, Gatwick, Manchester and Birmingham.
Forward-Looking Statements
The document contains standard forward-looking statements disclaimer noting that actual results could differ materially from expectations due to market conditions, macroeconomic factors, regulatory trends, currency movements, competitive pressures and other uncertainties.