View source for Antiquity whisky

{{Short description|Brand of Indian whisky}}
{{Infobox beverage
| name         = Antiquity
| image        = File:Antiquity logo.jpg
| caption      = 
| type         = [[Indian whisky]]
| abv          = 42.8%
| manufacturer = [[United Spirits Ltd]] (USL)<ref name="unitedspirits1">{{cite web |url=http://www.unitedspirits.in/whisky-brands.aspx?id=30&val=sixth |title=Antiquity award |publisher=Unitedspirits.in |access-date=2013-06-09 |archive-url=https://web.archive.org/web/20130910124205/http://unitedspirits.in/whisky-brands.aspx?id=30&val=sixth |archive-date=2013-09-10 |url-status=dead }}</ref>
| origin       = [[India]]
| introduced   = 1992
| discontinued = 
| colour       = 
| flavour      = 
| ingredients  = Indian [[Neutral grain spirit|grain spirits]], Indian [[malt]], [[Scotch whisky|Scotch malt]]
| variants     = Antiquity Blue<br />Antiquity Rare
| related      = {{ubl|[[Bagpiper (whisky)|Bagpiper]]|[[McDowell's No.1]]|[[Director's Special (whisky)|Director's Special]]|[[DSP Black]]|[[Royal Challenge]]|[[Signature (whisky)|Signature]]}}
| website      = [http://www.unitedspirits.in/antiquity-blue-whisky.aspx unitedspirits.in/antiquity-blue-whisky.aspx]
}}

'''Antiquity''' is a brand of [[Indian whisky]], manufactured by [[United Spirits Ltd]] (USL), a subsidiary of the [[United Breweries Group]]. It was launched in 1992 and is available in two variants{{snd}} Antiquity Blue and Antiquity Rare.<ref name="unitedspirits.in">[http://unitedspirits.in/aboutus.aspx United Spirits Limited (USL) - Who We Are | About Us] {{Webarchive|url=https://web.archive.org/web/20130807131113/http://unitedspirits.in/aboutus.aspx |date=2013-08-07 }}. Unitedspirits.in (2013-03-31). Retrieved on 2013-12-23.</ref>

==Brand expressions==
The Antiquity brand is available in two variants{{snd}} Antiquity Blue and Antiquity Rare.

Antiquity Blue is made of Indian and Scotch [[malt whisky]] blended with [[Neutral grain spirit|grain spirit]].<ref>{{cite web |url=http://www.unitedspirits.in/antiquity-blue-whisky.aspx |title=Antiquity |publisher=Unitedspirits.in |access-date=2013-06-09 |archive-url=https://web.archive.org/web/20130516095248/http://www.unitedspirits.in/antiquity-blue-whisky.aspx |archive-date=2013-05-16 |url-status=dead }}</ref>
Antiquity Blue was awarded "Silver Best in Class" in the Spirits Tasting competition by the 2012 [[International Wine and Spirit Competition]] at the [[Wine and Spirits Wholesalers of America]] (WSWA) Conference.<ref name="unitedspirits1"/><ref name="ibtimes1">{{cite news|url=http://www.ibtimes.co.in/articles/324823/20120406/vijay-mallya-antiquity-whisky-silver-award-spirits.htm |title=Vijay Mallya's Antiquity Whisky Bags Silver Award at World's Largest Liquor Convention |newspaper=[[International Business Times]] |date=2012-04-06 |access-date=2013-06-09}}</ref>

In a taste test of "India's 5 cheapest whiskeys" by ''[[GQ (Indian edition)|GQ]]'' magazine, Antiquity Rare received a rating of 4.2/10. The magazine said that the whisky had "won few admirers among the judges, with complaints of a perfumed, nearly [[acetone]] taste{{snd}} except for one diehard fan".<ref>{{cite web|author=GQ staff |url=http://www.gqindia.com/content/taste-test-indias-5-cheapest-whiskeys |title=Taste test: India's 5 cheapest whiskeys |publisher=[[GQ (Indian edition)|GQ India]] |date=2011-05-31 |access-date=2013-06-08}}</ref>

==History==
Antiquity was launched in 1992 by [[Shaw Wallace]].<ref name="unitedspirits.in"/> United Spirits Ltd (USL), a subsidiary of the [[United Breweries Group]] (UB Group), acquired Shaw Wallace in July 2005.<ref>{{cite news|url=http://www.thehindubusinessline.com/todays-paper/tp-marketing/radico-mason-bda-in-fray-for-part-of-swc-liquor-biz-icici-bank-talking-to-suitors/article2178930.ece |title=Radico, Mason, BDA in fray for part of SWC liquor biz ICICI Bank talking to suitors |newspaper=[[Business Line]] |date=2005-05-31 |access-date=2013-06-09}}</ref> On 1 April 2008, Shaw Wallace was merged with USL and Antiquity officially became a USL brand.<ref>{{cite news|url=http://www.hindu.com/2007/11/30/stories/2007113057352000.htm |archive-url=https://web.archive.org/web/20071202131538/http://www.hindu.com/2007/11/30/stories/2007113057352000.htm |url-status=dead |archive-date=2007-12-02 |title=Shaw Wallace board okays merger with USL |newspaper=[[The Hindu]] |date=2007-11-30 |access-date=2013-06-09}}</ref>

In April 2008, the UB Group appointed [[London]]-based design firm Claessens International to revamp the packaging of Antiquity. The primary reason behind the revamp was to retain the heritage character and incorporation of the Shaw Wallace name on the bottles of the brand that was formerly owned by SWC.<ref>{{cite news|author=Udit Prasanna Mukherji |url=http://articles.timesofindia.indiatimes.com/2008-04-26/india-business/27760805_1_ub-antiquity-and-royal-challenge-shaw-wallace |archive-url=https://archive.today/20130616030248/http://articles.timesofindia.indiatimes.com/2008-04-26/india-business/27760805_1_ub-antiquity-and-royal-challenge-shaw-wallace |url-status=dead |archive-date=2013-06-16 |title=Mallya to keep brand Shaw Wallace alive |date=2008-04-26 |newspaper=[[The Times of India]] |access-date=2013-06-09}}</ref><ref>{{cite news|author=M Padmakshan |url=http://articles.economictimes.indiatimes.com/2002-08-03/news/27350001_1_liquor-brands-spirits-division-antiquity-and-royal-challenge |title=Liquor brands going for stylish, sleeker looks |newspaper=[[The Economic Times]] |date=2002-08-03 |access-date=2013-06-09}}</ref>

Antiquity was introduced in the [[United States]] by American United Beer & Spirits (UBS) at the [[Wine and Spirits Wholesalers of America]] (WSWA) Conference, held in Las Vegas from April 2 to 5, 2012.<ref>{{cite web |url=http://in.movies.yahoo.com/news/pooja-batra-appointed-us-brand-ambassador-royal-challenge-183000972.html |title=Pooja Batra Appointed US Brand Ambassador For Royal Challenge Whisky |publisher=In.movies.yahoo.com |date=2012-04-16 |access-date=2013-06-09 |archive-url=https://web.archive.org/web/20140302025911/http://in.movies.yahoo.com/news/pooja-batra-appointed-us-brand-ambassador-royal-challenge-183000972.html |archive-date=2014-03-02 |url-status=dead }}</ref><ref name="indiawest1">{{cite web|url=http://www.indiawest.com/news/4485-model-nina-manuel-named-antiquity-whiskey-ambassador.html |title=Model Nina Manuel Named ‘Antiquity Whiskey’ Ambassador |publisher=Indiawest.com |date=2012-05-14 |access-date=2013-06-09 |url-status=dead |archive-url=https://web.archive.org/web/20130516081137/http://www.indiawest.com/news/4485-model-nina-manuel-named-antiquity-whiskey-ambassador.html |archive-date=2013-05-16 }}</ref>  Antiquity Blue Rare Premium was launched in [[China]] on 11 May 2007, which at the time was the most expensive Indian made whisky.<ref>{{cite web|last=Bhattacharjee |first=Ashok |url=https://www.bloomberg.com/apps/news?pid=newsarchive&sid=arLbgU_.nRY8&refer=asia |title=India's Mallya Buys Whyte & Mackay for $1.18 Billion (Update4) |publisher=Bloomberg |date=2007-05-16 |access-date=2013-06-09}}</ref><ref>{{cite web|url=http://www.livemint.com/Companies/8VZsS0vf6VMC5SqgzD0BTN/Whyte-amp-Mackay-may-cost-Vijay-Mallya-138-bn.html?facet=print |title=Whyte & Mackay may cost Vijay Mallya $1.38 bn |publisher=Livemint |date=2007-05-11 |access-date=2013-06-09}}</ref><ref>{{cite web|author=Douglas Hamiliton |url=http://www.heraldscotland.com/ub-group-acquires-whyte-mackay-in-pound-595m-deal-1.858060 |title=UB Group acquires Whyte & Mackay in £595m deal |publisher=Herald Scotland |date=2007-05-17 |access-date=2013-06-09}}</ref>

==Market presence==
The brand's main national competitors are [[Blenders Pride]] from [[Pernod Ricard]] and [[Peter Scot]] from [[Khoday Group|Khoday India Limited]],<ref>{{cite news|last=Rajanala |first=Sunil |url=http://economictimes.indiatimes.com/rc-takes-the-lead-in-premium-segment/articleshow/387949.cms |title=RC takes the lead in premium segment |newspaper=[[The Economic Times]] |date=2003-12-25 |access-date=2013-06-08}}</ref><ref>{{cite news|url=http://www.thehindubusinessline.in/2004/02/05/stories/2004020501190600.htm |title=The Hindu Business Line : UB expects CSD sales to boost Signature whisky |newspaper=[[Business Line]] |date=2004-02-05 |access-date=2013-06-08}}</ref> as well as competition from other USL whiskies in the same price range such as [[Royal Challenge]] and [[Signature (whisky)|Signature]].<ref>{{cite web|url=http://www.financialexpress.com/old/fe/daily/19990909/fco09081.html |title=Signature Whisky in nips and pints |publisher=[[The Financial Express (India)|The Financial Express]] |date=1999-09-09 |access-date=2013-06-08 |url-status=dead |archive-url=https://web.archive.org/web/20131224083855/http://www.financialexpress.com/old/fe/daily/19990909/fco09081.html |archive-date=2013-12-24 }}</ref><ref>{{cite news|agency=[[Press Trust of India|PTI]] |url=http://www.livemint.com/Companies/wFSh10Vbml5FXf3mAqQKHM/USL-targets-sale-of-1-crore-cases-of-Royal-Challenge-by-2019.html |title=USL targets sale of 1 crore cases of Royal Challenge by 2019 |newspaper=[[Mint (newspaper)|Mint]] |date=2009-04-28 |access-date=2013-06-08}}</ref> In some states, Antiquity also competes with [[Haig (whisky)|Haig]] Gold Label from [[Diageo]]<ref>{{cite news|author=M Padmakshan |url=http://articles.economictimes.indiatimes.com/2006-09-12/news/27455389_1_brands-scotch-liquor-market |title=Diageo to scorch the market with cheapest Scotch |newspaper=[[The Economic Times]] |date=2006-09-12 |access-date=2013-06-09}}</ref><ref>{{cite news |first=Aliya |last=Rashid |url=http://www.dnaindia.com/money/1054214/report-diageo-tries-to-bridge-a-price-gap-in-real-scotch-cheers-to-that |title=Diageo tries to bridge a price gap in 'real' scotch. Cheers to that |newspaper=[[Daily News and Analysis|DNA]] |date=2006-09-20 |access-date=2013-06-08}}</ref> and Rockford Reserve from [https://web.archive.org/web/20120919061816/http://www.modiillva.com/illva.html Modi Illva].<ref>{{cite news|author=Bindu D Menon |url=http://www.thehindubusinessline.com/companies/modi-illva-bets-big-on-whiskey-demand/article4746705.ece |title=Modi Illva bets big on whiskey demand |newspaper=[[Business Line]] |date=2013-05-24 |access-date=2013-06-08}}</ref>

Antiquity Rare Premium whisky saw 50% growth in sales for the year-ended 30 June 1998, over 1996-97. The brand held a market share of 44% in the premium whisky segment of the Indian market, with another USL (then SWC) brand Royal Challenge grabbing 49% of market share.<ref>{{cite news |url=http://expressindia.indianexpress.com/fe/daily/19981002/27555414.html |title=Shaw Wallace beer sales register 50% growth |newspaper=[[The Indian Express]] |date=1998-10-02 |access-date=2013-06-09 |archive-url=https://web.archive.org/web/20160305030852/http://expressindia.indianexpress.com/fe/daily/19981002/27555414.html |archive-date=2016-03-05 |url-status=dead }}</ref> Antiquity and [[Seagram]]'s Blenders Pride were the highest selling whisky brands in the super-premium [[Indian Made Foreign Liquor]] (IMFL) category in 2002-03.<ref>{{cite news|url=http://articles.economictimes.indiatimes.com/2003-07-31/news/27547506_1_scotch-whisky-whisky-brands-udv-india |title=Raise a toast, it's Johnnie Walker all the way |newspaper=[[The Economic Times]] |date=2003-07-31 |access-date=2013-06-09}}</ref> On 2 February 2005, Shaw Wallace stated that Antiquity Rare Premium whisky had a growth in sales of 40% over the previous year.<ref>{{cite news|url=http://www.thehindubusinessline.com/todays-paper/tp-marketing/focus-on-frontline-brands-pays-off-for-shaw-wallace/article2167397.ece |title=Focus on frontline brands pays off for Shaw Wallace |newspaper=[[Business Line]] |date=2005-02-03 |access-date=2013-06-09}}</ref>

==Brand ambassadors==
In April/May 2012, American United Beer & Spirits signed Indian model and television personality [[Nina Manuel]] to represent Antiquity whisky in the US.<ref name="indiawest1"/><ref>{{cite web|url=https://www.scribd.com/doc/99622118/The-Indian-Lass-for-%E2%80%98Antiquity-Whisky-Nina-Manuel |title=The Indian Lass for ‘Antiquity Whisky' - Nina Manuel |publisher=Scribd.com |access-date=2013-06-09}}</ref>

==References==
{{reflist}}

==External links==
* [https://web.archive.org/web/20130727001818/http://unitedspirits.in/ USL official site]
* [https://web.archive.org/web/20130516095248/http://www.unitedspirits.in/antiquity-blue-whisky.aspx USL site Antiquity page]
* [http://www.theubgroup.com/ UB Group official site]
{{Alcoholic drinks}}{{United Spirits}}
{{portalbar|Liquor}}

[[Category:Indian whisky]]
[[Category:Alcoholic drink brands]]
[[Category:Products introduced in 1992]]
[[Category:United Spirits brands]]