Beam Global launches Ardmore premium single malt whisky

Company Brief

New Delhi, February 02, 2009

Hundred years after its birth, Ardmore, the premium Single Malt whisky, makes inroads into the Indian market. Beam Global Spirits & Wine, the fourth largest premium spirits company in the world, announced the launch of Ardmore Scotch. Single Malt whisky is a growing category in India and the introduction of Ardmore is sure to strengthen the category. Ardmore will be available at general liquor shops in Delhi, Mumbai, Bangalore and Chennai to begin with. It will be priced between Rs 2800 to Rs 3500 in these cities.

Announcing the launch of Ardmore in India, Mr. Harish Moolchandani, CEO & Managing Director, India & Indian Sub-Continent, Beam Global Spirits & Wine said, “The introduction of Ardmore in India not just strengthens our single malt portfolio but also provides Beam Global an opportunity to bring a world class product for its consumers.” He further added, “We have significantly expanded our sales channels to ensure easy availability of products to our consumers. Ardmore will initially be available at duty paid shops in major metros. With enhanced distribution of Ardmore we are well positioned to further expand our market share in the single malt space.”

Ardmore distillery was founded in 1898 by Adam Teacher to produce the core single malt ingredient for his world famous blended whisky, Teacher’s Highland Cream. Later it was decided to give this core ingredient, produced as the “fingerprint malt” for Teacher’s Highland Cream, a pride of place among Highland single malts. Ardmore is the only Highland single malt Scotch whisky to be fully ‘peated’ (100%) since its inception. The characteristic peat flavour differentiates Ardmore from other mainland malts that are derived from the peating levels specified during the malting process. This gives it a rich softness with a smooth, slightly dry aroma combined with flavours of vanilla and sweet ripe fruit.

Although you may be hearing the name of Ardmore for the first time, the distillery is anything but new. It is called Ardmore, because just like the distillery, the way in which it is made, is 110 years old. It follows traditional distilling methods and insists that Ardmore Traditional Cask uses the aromatic smoke from natural, Highland peat fires to dry the malted barley. Ardmore Traditional Cask was released in United Kingdom and duty free markets in 2007 and entered the US in 2008 as the first ever widely available single malt whisky from the Ardmore distillery.

The launch of Ardmore has been well received among consumers and distributors internationally. The brand is a recipient of 3 gold medals from the industry’s most prestigious spirits competition that includes San Francisco World Spirits Competition, Beverage Tasting Institute International Review of Spirits and International Wine & Spirit Competition (IWSC). This is a certain evidence of the fact that making whisky the traditional way is still the best!

For further information, please contact:

Integral PR

Charu Sharma

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Email: charu@integralpr.com