Radico Khaitan Limited has unveiled a new brand positioning, ‘43ø | 2ø – Born in Nature’s Frequency’, for its premium Rampur Indian Single Malt, highlighting the influence of seasonal temperature variations in the Himalayan foothills on whisky maturation.
The positioning draws on the temperature extremes of 43øC in summer and 2øC in winter, which influence the expansion and contraction of oak casks and shape the whisky's character. The initiative marks Rampur's first decade since its launch in 2016.
Additionally, Rampur Distillery has been selected to represent Asia in the international '8 Continent Series', a six-month scientific study examining the impact of geographical and climatic conditions on whisky maturation, chemistry and flavour. Rampur is the only Indian whisky participating in the study.
The new brand platform will be rolled out across retail and on-trade channels, supported by consumer experiences and digital campaigns.
The announcement comes as Radico Khaitan continues to strengthen its premium portfolio. Its Prestige & Above segment recorded 35.8% volume growth in Q1 FY27, reaching 5.28 million cases and contributing 74% of the company's IMFL value sales. The company aims to grow its luxury and semi-luxury portfolio by around 25% in FY27.