IGL and Amrut announce a strategic partnership

India Glycols Limited (IGL) and Amrut Distilleries have announced a strategic partnership to promote some of  the leading brands of Amrut in north India. Under this partnership, IGL has entered into a brand licensing agreement with Amrut; the maker of internationally acclaimed Indian single malt whiskies, gin as well as rum. Through this partnership IGL forays into the premium alcoholic beverages market in India.

On the announcement of the partnership, Raju Vaziraney, Advising President IMFL, IGL said, “The objective of this move is to leverage IGL’s strength in the sector at a time when the demand for premium alcobev products is at an all-time high. Through this partnership with Amrut, IGL plans to capture a double-digit market share in the relevant premium segment over the next couple of years.”.

Under the agreement, IGL has acquired the rights to produce, sell and distribute some of Amrut’s leading brands - MaQintosh Whisky, Old Port Rum, Bejois XO Brandy and MaQintosh White Label Whisky in north Indian markets. Amrut will supply and monitor the beverages and ensure that its accredited vendors maintain supplies of packaging materials of prescribed quality standards to IGL. In turn, IGL will build the above-mentioned Amrut brands and maintain their high quality standards in terms of product composition as well as brand expression in the northern India markets.

"Now we will ensure that these premium brands like MaQintosh Whisky, Old Port Rum, Bejois XO Brandy are available in every northern state of India," Raju added.