Diageo India debuts mixers and single malt

Diageo India has revealed a new single malt whisky and two mixers for its Johnnie Walker and Black & White Scotch brands.

Diageo India has released Godawan whisky, which was matured at a heat of more than 100°F and made from six-row barley grains that are unique to Rajasthan. It has been finished in ‘special casks’ that contain Indian botanicals.

The resulting liquid is said to have a ‘rich and complex character’ with a higher-than-average angel’s share due to the dryness of the area.

Shweta Jain, chief business development officer, Diageo, said the creation of Godawan targets Indian drinkers who are seeking “luxury that makes them feel rooted and enriched”.

He said: “Godawan – the spirit of the desert – will redefine the way Indian single malts are perceived globally with its truly world-class story and flavour.”

The whisky is named after the great Indian bustard bird, which was once found across the country but is nearing extinction and can only be seen in Rajasthan. Every bottle of the single malt will see a contribution given to the conservation of the bird.

Vikram Damodaran, chief innovation officer, Diageo India, added: “Godawan, Diageo India’s innovation in artisanal single malt whisky, is proof that India is the next emerging destination for quality single malts as well as artisanal craft spirits.

“Each bottle of Godawan can be traced back to a cluster of barley farms in Rajasthan, ensuring transparency and authenticity of the product, and gets its provenance from extreme temperatures which lend it a rare and subtle complexity, and a unique taste.

“The whisky is not just a testament to the region’s craftsmanship and ingenuity, but also [a] commitment to sustainability and preservation of the land it comes from – and it begins with the great Indian bustard.”

Godavan will be available in Rajasthan and Delhi initially, followed by the rest of India. It will also be available in Dubai from April onwards.

Mixed drinks

The company has also revealed two new alcohol-free canned products in India: Johnnie Walker Refreshing Mixer and Black & White Ginger Ale.

According to Diageo, Indian consumers are seeking ‘modern and globally inspired’ experiences as the country’s drinking culture evolves.

Abhishek Shahabadi, vice-president and portfolio head, Scotch and premium whites, Diageo India, said: “New age consumers usually look for refreshing drinks with a bit of flavour. The culture of cocktails has been picking up over the past five years and bartenders have played a vital role in identifying certain consumer tastes and preferences.

“Consumers have become more discerning and demand mixers that will enhance the flavours of their mixed drinks. We felt a growing demand for bubbly refreshing mixers and ginger concoctions will bode well with the Indian audiences.”

The Johnnie Walker mixer is described as a ‘refreshing’ beverage crafted by some of the brand’s top master blenders. The ginger ale offering has been infused with ginger and citrus.

Johnnie Walker Refreshing Mixer and Black & White Ginger Ale are available via online retailers Bigbasket and Swiggy Instamart in select Indian markets.

Last month, Diageo India acquired a minority stake in Nao Spirits, producer of gins Greater Than and Hapusa, for INR 31.5 crores (US$4.1 million).