Radico Khaitan Limited has unveiled a new brand positioning for its Rampur Indian Single Malt whisky, named ’43° | 2° – Born in Nature’s Frequency’. This positioning emphasizes the influence of the Himalayan foothills’ extreme temperatures on the whisky’s maturation process. The move is part of the company’s strategy to strengthen its premium and luxury portfolio, aiming for approximately 25% growth in this segment in FY2027.
Rampur Indian Single Malt Unveils New Brand Identity
Radico Khaitan Limited has announced a significant brand repositioning for its premium offering, Rampur Indian Single Malt whisky. The new platform, titled ’43° | 2° – Born in Nature’s Frequency’, highlights the unique maturation process influenced by the extreme temperature variations in the Himalayan foothills, ranging from 43°C in summer to 2°C in winter. This seasonal climate swing is now integrated as a core element of the brand’s identity, particularly as Rampur marks its first decade.
Climate Influence and Scientific Recognition
The influence of climate on whisky maturation is further underscored by Rampur Distillery’s selection to represent Asia in ‘The 8 Continent Series’. This international scientific study will examine how geographical and climatic conditions impact the maturation, chemistry, and flavour of single malt whiskies. Rampur is the sole Indian whisky participating in this research, bringing global attention to the conditions under which it is produced.
Marketing and Growth Strategy
The new campaign line, ‘Born in Nature’s Frequency’, connects the natural world’s rhythm with the whisky’s maturation. The numerical signature 432, derived from the temperature extremes, is also linked to concepts of cosmic balance and composure. This initiative aligns with Radico Khaitan’s broader strategy to bolster its premium and luxury portfolio, which saw a 35.8% volume growth in its Prestige & Above segment in Q1 FY2027. The company targets approximately 25% growth in its luxury and semi-luxury portfolio for FY2027.
Market Presence and Recognition
Rampur’s international recognition is further evidenced by its strong performance in Jim Murray’s Whisky Bible 2026, with nine expressions scoring an average of 91.9 points. The brand has also expanded its presence in international travel retail, being featured across four major UK airports. The campaign is being rolled out across various on-trade and retail touchpoints, complemented by digital storytelling featuring actor Mihir Ahuja.
Source: BSE
