Radico Khaitan
New Delhi, 11th February, 2019: Tiger Shroff, the brand ambassador for Radico Khaitan’s iconic 8PM Premium Black brand, recently unveiled an exclusive music CD ‘Friendship Melodies’ that celebrates the essence of the brand 8PM Premium Black – Rivals become Friends. A bond with the blend reaches its peak when the clock strikes 8 and has the potential to get enemies come together. The nine melodious songs revolve around friendship and are penned down and sung by the enormously talented Padamjeet Sehrawat in association with Kamal Joshi. 8PM as a brand has created some of the most memorable brand campaigns which showcase how the smooth blend of 8PM, when shared – celebrates success, friendship and spirit of solidarity amongst rivals. The music CD joins the league of this thought thorough some great tracks. The music CD was launched by Tiger Shroff at the event where he also unveiled his electrifying music video #Areucoming – a first of kind done by 8PM Premium Black. On the release of the CD, Mr. Amar Sinha, COO of Radico Khaitan added – “It’s been an absolute honour to have Tiger on board and create history with a first ever music video and now a music CD of 8 PM. We really hope that our valued patrons enjoy our smooth blend over some great music specially curated to celebrate friendship and union.” Speaking on the launch Mr. Abhishek Khaitan, Managing Director Radico Khaitan said “It’s an honor for Radico to have created India’s first single malt whisky - Rampur, which has achieved international love, fame and honor. Today after achieving global success it’s my honor to bring Rampur back home and give a taste of India’s finest single malt to the malt connoisseurs of India”. Rampur shines in all its glory in beautiful golden amber with allaroundbalanced taste with malty & creamy vanilla along with a hint of fruits like apricot & apple with sweet
& winey tasteleaving taste buds with a long finish. The aroma of Rampur is rich in fruity top note, toffee in the background, floral, honey, dried fruits with the hint of balanced spices. Rampur Indian Single malt has already bagged ‘Gold Award’ at the “Monde Selection Quality Awards” and a ‘Double Gold’ at the “World Wine & Spirits Awards”. It is rated amongst the top 5 world whiskies by “Whiskey Cask Magazine” US before it launched in domestic market.
About Radico Khaitan:
Radico Khaitan Limited (“Radico Khaitan” or the Company) is among the oldest and one of the largest manufacturers of Indian Made Foreign Liquor (“IMFL”) in India. Earlier known as Rampur Distillery, Radico Khaitan commenced its operations in 1943 and over the years emerged as a major bulk spirits supplier and bottler to other spirit manufacturers. Driven by the vision of the promoters, in 1998 the Company started its own brands with the introduction of 8PM Whisky. Radico Khaitan is one of the few companies in India to have developed its entire brand portfolio organically. This is a true testament to the Company’s R&D strength and understanding of customer preferences. The Company’s brand portfolio includes After Dark Whisky, Contessa Rum, Magic Moments Vodka, Morpheus Brandy, Old Admiral Brandy and 8PM Whisky. Currently, the Company has four millionaire brands which are 8PM Whisky, Contessa Rum, Old Admiral Brandy and Magic Moments Vodka. Each of these brands sell more than a million cases per year. Over the years Radico Khaitan has been focusing on the premiumisation of its portfolio. The Company has launched six new brands in the past five years, all of which are in the premium category. Radico Khaitan is also one of the largest providers of branded IMFL to the Canteen Stores Department (CSD), which has significant business barriers to entry. The Company has three distilleries in Rampur, Uttar Pradesh and one in Aurangabad, Maharashtra which is a joint venture. The Company has a total owned capacity of 157 million litres and operates 32 contract bottling units spread across the country.