Mumbai: Moet Hennessy India Private Limited today launched its legendary highland single malt scotch whisky, Glenmorangie, in India.

The brand now presents a new, contemporary image for the single malt scotch whisky, driven by its increased commitment to providing exceptional whisky for consumers.

Dr Bill Lumsden

The new taste of Glenmorangie and the enhanced bottle design are in continuation with the brand tradition and add value to the brand and the category as a whole. Additionally, three new products in the new extra-matured range too have been developed, which will offer consumers more choice and variety.

The launch was complemented with a special tasting session with Dr Bill Lumsden, master brewer and head of distilling and whisky creation, Glenmorangie plc.

According to Ashwin Deo, managing director, Moet Hennessy India, "Glenmorangie, the most aromatic and most complex single malt scotch whisky is synonymous with tradition, innovation and luxury. We have carefully considered our core portfolio and have developed several new products that are best in class and that, we believe, are currently unrivalled in the category. We believe our new enhancements consolidate our reputation for taste and aroma and are confident that all our existing and new consumers will react positively."

Says Dr Lumsden, Glenmorangie''s head of distilling and whisky creation, "The Glenmorangie brand has a long-standing reputation as a leading pioneer in whisky maturation, and as a company, the quality of our whisky is at the very heart of everything we do. We continually endeavour to provide the most delicious single malt scotch whisky and our core range delivers new expressions that offer an extraordinary variety of tastes, textures and aromas."

Glenmorangie will now offer consumers a new range of single malts to choose from (see list below). The names of each variety have been chosen in keeping with its characteristics and heritage.

Speaking to domain-b at the launch event, Ashwin Deo, managing director, Moet Hennessy India, said that the range would retail in Mumbai between Rs.3,500 to Rs.4,500 a bottle, depending on the variety.

Deo said owing to the levies and taxes levied by the state, prices would vary from state to state across India, with Delhi seeing lower prices, and Punjab being possibly the cheapest state to get a bottle of Glenmorangie in India. The duty free price of Glenmorangie is around $50.

He said that pricing for the range is dependent on the rules and regulations as mandated by the government of India, and clarified that, "Every penny saved from lower taxes and levies would be passed on to the consumer", in case there was any change in the prevailing duty structure. He clarified that spirits have a tax of 200 per cent levied on them, over and above the 150 per cent import duty, which is why the range costs what it does.

Speaking about distribution across India, he said the company would import to bonded warehouses, and the whisky would be moved to bonded warehouses across the country over land, following which it would be retailed through the prevalent retail model of each state, as liquor retail varies from state to state, with varying degrees of public or private participation.

On advertising, Deo said that given the ban on liquor advertising, their efforts would currently entail niche consumer events hovering around a luxury experience, such as tasting events and other luxury events.

Talking about the whisky market in India, Deo said, "Malt whisky is a growing category in India, and appeals to a wide footprint of consumers beyond the traditional malt drinker, predominantly anyone who enjoys premium spirits. The new Glenmorangie expressions will attract new drinkers allowing consumers to explore, experiment and enjoy but also further accelerate the expansion of the brand in the country.

Responding to a question by domain-b about the prevalence of counterfeiting of imported brands in India, Deo said, "The total whisky market is around 70 - 75 million cases, of which imported whiskies account for around 300,000 cases per annum. Of these 300,000, malts account for a miniscule 20,000 cases per annum, and is growing at 35 - 40 per cent in India."

He said India''s annual consumption of "scotch" is seven times Scotland''s annual production, which is why counterfeit of foreign or imported brands is a problem of such magnitude. However, he clarified that "single malts, given their distinct character and personality, are very hard to counterfeit."

Glenmorangie in India
Glenmorangie Original is the original expression of Glenmorangie''s elegant, delicate, floral spirit that is renowned the world over for exquisite finesse and alluring complexity. The name reflects its stature as the flagship expression of Glenmorangie that has been distilled in the same time honoured way since 1843.

Glenmorangie Extra Matured Range is a selection of three single malt whiskies that have been matured for an extra period in specially selected, extremely high quality casks that previously held port, sherry, or Sauternes wine. The names are in keeping with the provenance and characteristics of each expression - they portray a more emotional appeal.

• Glenmorangie Lasanta is an elegant and full-bodied single malt whisky that has been extra matured in Spanish oloroso sherry casks after its initial maturation in casks, which previously contained bourbon. According to the company, it is for luxury spirit drinkers who like to experiment.
• Glenmorangie Qunita Ruban is a velvety-textured single malt whisky that has been extra matured in ruby port pipes from Portugal. It appeals to confident, colourful, and dynamic luxury spirit drinkers who like to take the lead.
• The Nectar D''Or is an inspiring single malt whisky with tremendous ''gourmand'' appeal. It is Glenmorangie''s delicious, complex base spirit that, after a minimum of 10 years in ex-bourbon casks, is then extra matured in specially hand selected Sauternes wine ''barriques''. This extra maturation makes the Nectar D''Or rich and sumptuous with a heady, beguiling spectrum of aromatic patisserie desserts.

Glenmorangie Signet
Close to the Glenmorangie distillery stands the Cadboll Stone, an eighth century standing stone intricately carved by the Picts, who then ruled northern Scotland. The bottom panel of the stone has an intricate ''kaleidoscopic'' design that has been adopted as the new brand emblem - the Glenmorangie ''Signet'', as according to a statement by the company, "it perfectly represents the complex, multi-layered nature of the Glenmorangie spirit." The original Cadboll Stone is now housed in the National Museum of Scotland in Edinburgh, with a replica of the stone in its original place on the shores adjacent to Glenmorangie House at Cadboll, Ross-shire. The replica, according to Dr Lumsden, took the sculptor engaged by Glenmorangie Plc seven years to replicate.