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Taste the Dog

The UB Group launched Black Dog Centenary Whisky in New Delhi recently

United Spirits limited, an arm of the Vijay Mallya owned UB Group, has launched the Black Dog Centenary Whisky in New Delhi this past week with much enthusiasm.

With this product, the company hopes to carve a niche for itself in the rapidly growing whisky market in India.

The UB Group, the third largest alcoholic beverage making company with a number of popular spirits like Bagpiper Whisky and McDowell's No.1 Whisky, etc., has launched the Black Dog Centenary Whisky for the premium segment.

Ashwin Malik, Chief Operating Officer, Northern Region, present on the occasion, said, "The scotch whisky market in India is rapidly growing with an annual growth rate of over 40 per cent.

With the increasing buying power and changing consumption habits, a larger customer base has emerged which includes young and middle-aged men with an attitude to spend." He added, "We have a niche audience in mind and we will use bars and lounges, etc. to target them."

Though the group, he said, has "been able to use mass media to good effect for products like McDowell's No.1," it now hopes "to use direct marketing methods to attract customers."

Finest scotch

Alok Gupta, the company's Executive Vice-President, said, "The Black Dog brand is one of the finest scotch brands available in the market today. The Black Dog Centenary is an eight-year-old blend while the deluxe version, which is already available in the market, is 12 years old. The exceptional character of the whisky comes from the fact that it is a blend of 32 different aged single malt and grain whiskies."

The interesting name of the brand comes from the favourite fishing fly, the black dog, of Walter Millard, a Scot who brought the whisky to India.

The Black Dog Centenary Whisky will be available at an MRP of Rs.950 for a 750ml bottle.

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