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  • Writer's pictureTritech

Diageo India ropes in Saif Khan to endorse new Black Dog scotch whiskey brand

Alcoholic beverage company Diageo India has announced an addition to its Black Dog scotch whisky brand --Black Dog Millard’s Private Reserve 14-year-old--as a tribute to its founder.

The scotch, the company said, follows the idea of the “art of pausing" and has been carefully aged for an exact period of 14 years. The product has been unveiled by actor Saif Ali Khan. The company added that this whisky has citrus flavours from the 200-year-old Linkwood distillery located in the heart of Speyside accentuates the taste profile of Black Dog.

Diageo India retails about 50 brands in India including Johnnie Walker, Black & White, Vat 69, Antiquity, etc,. According to its registrar of companies filings, Diageo India subsidiary United Spirits reported a Q2 profit of ₹286 crore in FY 21-22. The company said its revenue from operations was up 9.31% to ₹8,208.8 crore in the quarter as opposed to ₹7509.4 crore in the quarter a year ago.

In 2020, the global spirits market size was $234500 million and it is expected to reach $241250 million by the end of 2027, with a CAGR of 0.4% during 2021-2027. Asia-Pacific is expected to be the most lucrative segment during the forecast period, according to market research firms, Valuates Reports.

Due to rising domestic consumption in countries like China and India, Asia-Pacific is likely to maintain its dominance in the global spirit industry. The Asia-Pacific spirit market is led by China, while India is predicted to expand the fastest. In the previous ten years, sales of imported spirits in China have increased fourfold, it said.


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