A scotch whisky distiller, when asked recently if he made any blends, was gloriously sniffy and dismissive of blended whisky. It would have been interesting to see and hear what he would have made of the Johnnie Walker Directors Blends, which I got to taste last Thursday (November 28) in London.
The package comprises two varieties of Teacher's scotch whisky, premixed with either soda or cola. Rexam says these RTDs are India's first scotch-based variants available in this format.
Rexam worked with Beam Global India, the Indian branch of the fourth largest global spirits company MNC Beam Inc, from conception to helping to develop a brand identity that would appeal to the target market of premium beer consumers.
The drinks are packaged in Rexam's 330ml cans, which are produced at the Taloja Plant in Mumbai. Rexam says it will take advantage of its advanced printing techniques to give the products on-shelf appeal.
Satish Kaul, vice president of operations at Beam Global India, said: "We have witnessed a high level of consumer demand for the new scotch-based product, especially among premium beer drinkers. The cans have allowed us to introduce consumers to our Teacher's whisky while maintaining the easy and refreshing drinking experience of canned beer."
Rexam Indiaís VP sales and marketing, Venkii Iyengar said: "The 'Ready To Drink' whisky drinks are a new concept in the Indian alcoholic beverage market and we are delighted to have been able to help develop the brand identity and ensure its on-shelf impact through the design of the cans."
Teacher's RTD beverages were introduced in Mumbai in December. The product will be rolled out across the other major Indian markets in the first quarter of 2012.
For more on the Indian whisky feature see Christian Davis's feature in the March issue of Drinks International