Discover the fascinating journey of Amrut Distilleries with Amrut—The Great Churn: The Global Story of India’s First Single Malt. This engaging hardback takes you through the remarkable story of how a small Bangalore-based company crafted award-winning whiskies that would captivate connoisseurs around the globe.
At the heart of this narrative is Neelakanta Rao Jagdale, a visionary businessman who dared to mix single malt whisky with peated whisky, creating a distinctive blend known as Amrut Fusion. This concoction not only put Amrut on the world map but also challenged long-standing perceptions about Indian whisky. For too long, Indian spirits were synonymous with molasses-based drinks. Jagdale aimed to change that, proving that India could create premium whisky that could compete with the best in the world.
Sriram Devatha, the author and keen storyteller, paints a vivid picture of the Amrut journey, from the tantalizing bars of Newcastle to the dynamic sales strategies employed in the UK. The narrative delves into various aspects of the whisky industry, including:
- Amrut’s innovative branding strategies
- The complexities of alcohol regulation in India
- The unique dynamics of running a family business
- The initial skepticism toward Indian whisky
- The compelling shift toward premiumisation
- The scientific and creative processes involved in distilling high-quality whisky
This book is not just about a successful brand; it is a testament to resilience, innovation, and the pursuit of excellence in the face of global challenges. Amrut—The Great Churn showcases a narrative that highlights how an Indian brand can not only consume global products but also create them for a worldwide audience.
Join the journey of Amrut and explore the transformation of India's whisky culture through this captivating read.
