Diageo launches India Rare Spirits initiative

Diageo India has launched India Rare Spirits, an exclusive cask programme that redefines luxury whisky ownership through personalised craftsmanship. This initiative offers connoisseurs the unique opportunity to own a bespoke expression of rare, aged malts meticulously crafted to reflect individual tastes and stories.

Nestled in Goa, the Ponda distillery, known as the birthplace of India’s first single malt, has been a cornerstone of India’s whisky-making heritage since 1964. Under Diageo India’s stewardship, the distillery seamlessly blends its storied history with contemporary innovation. It is now also home to The Good Craft Co. (TGCC), Diageo India’s first sensorial Experience Home, which champions the intersection of craft, community, and innovation in spirits. The result is a collection of rare, aged malts that create beautiful liquid propositions and form the foundation of the India Rare Spirits programme, where each cask reflects decades of expertise and a commitment to excellence, stretching the bounds of innovation.

Commenting on the programme’s significance, the role of India’s diverse distilleries and climates, and what this initiative represents, Vikram Damodaran, Chief Innovation Officer, Diageo India, said, “India Rare Spirits is a celebration of India’s unparalleled diversity, not just in its cultures and traditions but also in its whisky-making landscapes.” He added, “Through India Rare Spirits, we are bridging the past and present, showcasing the depth and versatility of India’s whisky-making potential on a global stage.” 

Based on this understanding, an exclusive tasting session is curated, allowing members to sample rare and distinctive liquids from a library of 30-40 aged malts, each matured for a minimum of 5-10 years. These offerings include Indian Peated Single Malts finished in Oloroso casks, creamy Ex-Bourbon and Oloroso Single Malts, and Dessert Wine Finished Single Malts with candied orange and warm spices. Other highlights include elegant Indian Grape Brandies aged in Sal wood vats, grassy Single Grain Whiskies with a peppery rye finish, and Champagne-finished Single Grains with delicate apricot and milk chocolate notes.

Once the perfect cask is selected from options such as ex-bourbon, sherry, Indian sal wood, and dessert wine finishes, it is uncasked into bottles adorned with personalised labels and commissioned artwork. These bottles can be customised and tailored for special occasions, such as weddings, corporate celebrations, or milestone anniversaries, ensuring that every bottle is as meaningful as it is luxurious. 

Commenting on how India Rare Spirits align with global trends in luxury and personalisation and its role in showcasing Indian craftsmanship to the world, Hina Nagarajan, Managing Director and CEO of Diageo India, says, “Luxury is all about personalisation, where consumers seek deeper connections with the products they cherish. This initiative is a testament to our mastery in India of blending age-old techniques with contemporary innovation, resulting in spirits that are as exceptional as the stories they tell.”