MaQintosh Silver Edition An affordable and premium whisky

Recently Amrut Distilleries has come up with Amrut’s MaQintosh Silver Edition to commemorate the silver jubilee of the MaQintosh brand. Bottled at 42.8 percent, the blended whisky product seems trendy and its packaging is sleek. The newly launched Festive Pack of the brand has already garnered impressive response in the market. Regarding MaQintosh Silver Edition and its market presence, Spiritz had a freewheeling discussion with Raju Vaziraney, Head Business Development, Amrut Distilleries.

The vision of the MaQintosh brand came from our late CMD NR Jagdale . We now take pride in taking the product forward. We wanted to commensurate silverjubilee of the brand. So we made the brand richer, positioned it more precisely,” discloses Raju Vaziraney while talking about the logic behind coming up with MaQintosh Silver Edition.

On the nose, MaQintosh Silver Edition has sweet grains with a light nuttiness, with a faint and mildly sweet acetone drifting in the background. As far as the product’s palate goes, it would be apt to say that that it opens with a delicate and floral vanilla, followed by blueberries and freshly cut lawn grass. Faint clove and cardamom spice are carried on a smooth body. The barley used in this whisky comes from the pristine Himalayas and the product emanates a flavour of peated smoke; a rare attribute for a medium-priced whisky like this one.

Forwarding the Vision

Living up to the legacy of late NR Jagdale, not only the product but also the packaging of MaQintosh Silver Edition reflects an understated elegance. “We have made the label & canister contemporary. We pack the pints in canister & nips in mono cartons, thereby helping give the product the premium image that it deserves,” Raju avers.

According to him, the newly launched Festive Pack of MaQintosh Silver Edition has already garnered an overwhelming response in the market despite the pandemic.

MaQintosh Silver Edition is primarily targeted at the socioeconomic category A & B, in India. “In other words, we are looking at taping customers of Scotch and premium IMFL in India,” informs Raju while adding that the product has national presence in India, and is also sold in UAE.

Optimistic Blend

Raju conveys that after consolidating the position of MaQintosh Silver Edition in the Indian market, Amrut Distilleries envisages to bring in more special edition expressions to float in the Indian market. 

He sounds optimistic about the market of premium blended whiskies in India. “The market for premium blended whiskies in India will keep growing ,” he says while maintaining that the next fiscal will be possibly the best year for premium blended whiskies in India till now.