>GreenC bot at 19:32, 21 April 2021

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{{Use Indian English|date=January 2014}}
{{Use dmy dates|date=January 2014}}
{{Infobox company
| name = Amrut Distilleries Ltd
| logo = File:Amrut_Distilleries_logo.jpg
| caption =
| native_name = 
| native_name_lang = 
| former type =
| type = [[Privately held company]]
| traded_as =
| industry = [[Alcohol industry|Alcoholic beverages]]
| fate =
| successor =
| foundation = [[Bangalore]], [[Karnataka]], India ({{Start date|1948}})
| founder = {{nowrap|J.N. Radhakrishna Rao Jagdale}}
| defunct = 
| location_city = [[Rajajinagar]], Bangalore, Karnataka
| location_country = India
| locations = 
| area_served = Worldwide
| key_people = {{ubl|Neelakanta Jagdale (Chairman and [[Managing Director|MD]])|Surrinder Kumar ([[Vice president|VP]], Production)<ref name="amrutwhisky1">{{cite web|url=http://www.amrutwhisky.co.uk/validated/pages/management.html |title=Management Team |publisher=Amrutwhisky.co.uk |access-date=21 June 2013}}</ref>}}
| products =
| production =
| revenue =
| operating_income =
| net_income =
| aum = 
| assets =
| equity =
| owner =
| num_employees =
| divisions =
| subsid =
| homepage = {{URL|http://www.amrutdistilleries.com/}}
| footnotes =
}}

'''Amrut Distilleries Ltd''' is an Indian company that produces [[distilled beverage]]s. It is best known for its eponymous [[Amrut (whisky)|Amrut]] brand of [[single malt whisky]], which is the first single malt whisky to be made in India.<ref name="indiatimes1">{{cite web|author=Ishani Duttagupta |url=http://articles.economictimes.indiatimes.com/2012-04-29/news/31477540_1_amrut-distilleries-whisky-bible-rakshit-jagdale |title=How India's first single malt brand Amrut Distilleries cracked luxury market in West |work=[[The Economic Times]] | date=29 April 2012 |access-date=21 June 2013}}</ref> The brand became famous after world famous whisky connoisseur [[Jim Murray (whisky writer)|Jim Murray]] gave it a rating of 82 out of 100 in 2005 and 2010. In 2010, Murray named Amrut Fusion single malt whisky as the third best in the world.<ref name="financialexpress1">{{cite web|url=http://www.financialexpress.com/news/now-amrut-distilleries-mulls-premium-rum/693082/0 |title=Now, Amrut Distilleries mulls premium rum |work=[[The Financial Express (India)|The Financial Express]] |date=6 October 2010 |access-date=21 June 2013}}</ref><ref name="outlookindia1">{{cite web|url=http://business.outlookindia.com/article.aspx?279968 |title=High Spirits |work=[[Outlook (Indian magazine)|Outlook]] |date=18 February 2012 |access-date=21 June 2013 |url-status=dead |archive-url=https://web.archive.org/web/20120308050149/http://business.outlookindia.com/article.aspx?279968 |archive-date=8 March 2012 }}</ref><ref name="telegraphindia1">{{cite web|url=http://www.telegraphindia.com/1100314/jsp/graphiti/story_12209471.jsp |title=Raising a toast |work=The Telegraph|location=Kolkotadate=2010-03-14 |access-date=21 June 2013}}</ref> John Hansell, editor of American magazine ''Whisky Advocate'', wrote that "India's Amrut distillery changed the way many think of [[Indian whisky]] - that it was, in the past, just cheap [[Scotch whisky]] blended with who knows what and sold as Indian whisky. Amrut is making whisky, and it's very good".<ref name="business-standard1">{{cite web|url=http://www.business-standard.com/article/beyond-business/the-malt-of-india-112021800056_1.html |title=The malt of India |work=[[Business Standard]] |date=18 February 2012 |access-date=21 June 2013}}</ref>

Despite the fame the company has received for the single malt whisky, it accounted for only 4-5% of the company's revenue in 2011-12. The bulk of its revenue comes from the sales of [[brandy]], [[rum]], [[vodka]], [[gin]] and [[blended whisky]], particularly the Silver Oak brandy, Old Port rum and Prestige whisky brands.<ref name="financialexpress1"/><ref name="outlookindia1"/><ref name="business-standard1"/> Approximately 20% of its revenue comes from supplying the [[Canteen Stores Department (India)|Canteen Stores Department]].<ref name="financialexpress1"/> Amrut Distilleries currently sells Amrut single malt whisky in 23 countries, including Australia, Belgium, Canada, Denmark, Finland, France, Germany, Italy,<ref>{{cite web|url=http://www.globalpost.com/dispatch/india/090511/the-whiskey-diaries |title=The whiskey diaries |publisher=GlobalPost |date=26 May 2009 |access-date=21 June 2013}}</ref> Japan, the Netherlands, Norway, Singapore, Spain, South Africa, Sweden, Switzerland, Taiwan, the United Kingdom and the United States.<ref name="financialexpress1"/><ref name="outlookindia1"/><ref>{{cite web|url=http://www.whiskyintelligence.com/2012/03/awards-pour-in-for-amrut-distilleries-indian-whisky-news/ |title=Awards Pour in For Amrut Distilleries |publisher=WhiskyIntelligence.com |date=30 March 2012 |access-date=21 June 2013}}</ref>

==History==
Founder JN Radhakrishna Rao Jagdale established a company called Amrut Laboratories in [[Bangalore]], Karnataka in 1947, with an initial investment of a few hundred thousand [[Indian rupee|rupees]].<ref name="amrutdistilleries1">{{cite web |url=http://www.amrutdistilleries.com/validated/pages/about.html |title=About Amrut Distilleries |publisher=Amrutdistilleries.com |access-date=21 June 2013 |archive-url=https://web.archive.org/web/20130708215943/http://www.amrutdistilleries.com/validated/pages/about.html |archive-date=8 July 2013 |url-status=dead }}</ref> Amrut is a Sanskrit word which can be translated as "nectar of the gods",<ref name="outlookindia1"/><ref>{{cite web |url=http://life.nationalpost.com/2011/03/16/fusion-whisky-when-glasgow-met-gangtok/ |title=Fusion whisky: When Glasgow met Gangtok |publisher=Life.nationalpost.com |date=16 March 2011 |access-date=18 July 2013 |archive-url=https://archive.today/20130624235841/http://life.nationalpost.com/2011/03/16/fusion-whisky-when-glasgow-met-gangtok/ |archive-date=24 June 2013 |url-status=dead |df=dmy-all }}</ref> "nectar of life",<ref>{{cite web |url=http://www.amrutdistilleries.com/validated/pages/outlookbusiness.html |title=Outlook Business |publisher=Amrut Distilleries |access-date=18 July 2013 |archive-url=https://web.archive.org/web/20130714040315/http://www.amrutdistilleries.com/validated/pages/outlookbusiness.html |archive-date=14 July 2013 |url-status=dead |df=dmy-all }}</ref> or "drink of the gods".<ref>{{cite web|url=http://whisky.scotsman.com/viewnews.aspx?id=209 |title=Whisky - Scotsman.com |publisher=Whisky.scotsman.com |date=13 April 2004 |access-date=18 July 2013}}</ref> The company translates it as "Elixir of Life".<ref>{{cite web|url=http://www.amrutwhisky.co.uk/validated/pages/singlemalt.html |title=Amrut Single Malt |publisher=Amrutwhisky.co.uk |access-date=18 July 2013}}</ref> Following the [[Economic liberalization|liberalization]] of alcohol licensing laws, distillery licenses were easier to obtain. Jagdale took the opportunity to enter the [[liquor]] market by founding Amrut Distilleries Ltd in 1948.<ref name="dnaindia1">{{cite web|url=http://www.dnaindia.com/bangalore/1700807/report-bangalore-s-amrut-distilleries-hhigh-on-success |title=Bangalore's Amrut Distilleries hHigh on success |work=Daily News and Analysis |access-date=21 June 2013}}</ref> Today, Amrut Distilleries Ltd operates as a subsidiary of the N.R. Jagdale Group,<ref>{{cite web|url=http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapid=33353879 |title=Amrut Distilleries Ltd: Private Company Information |work=Bloomberg BusinessWeek |access-date=21 June 2013}}</ref> an Indian industrial group, based in the city of Bangalore.<ref name="amrutwhisky1"/> The first plant was a [[Blending (alcohol production)|liquor blending]] and [[Bottling line|bottling unit]], specializing in [[Indian Made Foreign Liquor]] (IMFL).<ref name="amrutwhisky1"/><ref name="amrutwhisky2">{{cite web|url=http://www.amrutwhisky.co.uk/validated/pages/chairman.html |title=Chairman's Statement |publisher=Amrutwhisky.co.uk |access-date=21 June 2013}}</ref> The current main distillery was built in 1987.<ref name="amrutdistilleries3">{{cite web |url=http://www.amrutdistilleries.com/validated/pages/outlookbusiness.html |title=High Spirits; Amrut Fusion is the only Indian brand to find global acceptance in the rarefied world of single malt whiskies |first=Kripa |last=Mahalingan |work=Outlook Business |publisher=Amrut Distilleries |date=18 February 2012 |access-date=21 June 2013 |archive-url=https://web.archive.org/web/20130714040315/http://www.amrutdistilleries.com/validated/pages/outlookbusiness.html |archive-date=14 July 2013 |url-status=dead |df=dmy-all }}</ref> It is located on a {{convert|4|acre|adj=on}} site<ref name="business-standard1"/> in Kambipura on [[Mysore Road]],<ref name="hindu2005">{{cite web|url=http://www.hindu.com/mp/2005/03/03/stories/2005030301660100.htm |archive-url=https://web.archive.org/web/20140203121902/http://www.hindu.com/mp/2005/03/03/stories/2005030301660100.htm |url-status=dead |archive-date=3 February 2014 |title=Kambipura to Edinburgh |work=[[The Hindu]] |date=3 March 2005 |access-date=21 June 2013}}</ref> roughly 20 kilometres from Bangalore.<ref name="business-standard1"/><ref name="livemint1">{{cite web|author=Poornima Mohandas |url=http://www.livemint.com/Leisure/gr38dzdMdPmjGGrpfEMnSJ/Blend-it-like-Amrut.html |title=Blend it like Amrut |publisher=Livemint |date=5 March 2010 |access-date=21 June 2013}}</ref><ref name="amrutdistilleries2">{{cite journal |url=http://www.amrutdistilleries.com/validated/pages/tmoi.pdf |title=The malt of India |work=Business Standard |access-date=21 June 2013 |archive-url=https://web.archive.org/web/20130722060437/http://www.amrutdistilleries.com/validated/pages/tmoi.pdf |archive-date=22 July 2013 |url-status=dead }}</ref>

Amrut Distilleries launched its first brand called Silver Cup brandy in Karnataka in 1949. The company began supplying liquor to the [[Canteen Stores Department (India)|Canteen Stores Department]] in 1962 and continues to supply some of its domestic brands to the [[Indian Armed Forces|military]].<ref name="outlookindia1"/> Radhakrishna Jagdale's son, Neelakanta Rao Jagdale, joined the family business in 1972. The higher standard of living that was becoming more prevalent in the country led to a higher demand for good quality liquor.<ref name="dnaindia1"/> Radhakrishna died in 1976, and his son assumed the role of chairman and managing director of the company.<ref name="amrutdistilleries1"/> The company faced difficulties until the 1990s, as good equipment was not available locally. According to Neelakanta Jagdale, "The alcoholic beverages industry was not a priority in the country. Although we received help to a certain extent from the [[Central Food Technological Research Institute]] (CFTRI), we had to find our own ways to learn about improved distilling methods".<ref name="dnaindia1"/>

In 1982, Jagdale had decided to create a premium whisky from [[barley]]<ref name="business-standard1"/> [[blended whisky|blended]] with [[malt]], while most distillers in India were manufacturing whisky using [[molasses]]. Amrut Distilleries began using locally grown barley, in addition to molasses,<ref name="livemint1"/> and launched Prestige Blended Malt Whisky in the Canteen Stores Department in 1986.<ref name="outlookindia1"/> The first batch of single malt whisky was ready within 18 months. Because India had no culture of consuming single malt at the time, the company did not consider bottling it as a single malt. Instead, the whisky was blended with alcohol distilled from [[sugarcane]] to produce MaQintosh Premium Whisky.<ref name="amrutdistilleries3"/> Initially, Amrut aged [[malt whisky]] for around a year before blending it. However, due to changing customer preferences, less malt whisky was being added into blended variants.<ref name="outlookindia1"/> The company discovered that hot weather makes whisky [[Barrel ageing|mature]] faster in India than it does in Europe or the United States. The fraction lost to [[evaporation]] during ageing, known as the [[Angel's share|angels' share]], is also higher in India, at 11–12% per year, than in Scotland, where the annual evaporative loss is about 2%.<ref name="outlookindia1"/> Surinder Kumar, the [[master blender]] at Amrut Distilleries, has estimated that one year of barrel-ageing in India is equal to three years of ageing in Scotland.<ref name="business-standard1"/> Jagdale felt that "the taste profiles were much better, almost matching some of the 12-year-old [Scotch] whiskies".<ref name="outlookindia1"/> The company then decided to launch their whisky in the European market.<ref name="outlookindia1"/>

[[File:Amrut singlemalt whisky 2013-06-11 18-39.jpg|thumb|right|300px|A bottle of Amrut Single Malt Whisky.]]
In 2001, Neelakanta Rao Jagdale asked his son Rakshit Jagdale, who was pursuing an [[Master of Business Administration|MBA course]] in [[Newcastle upon Tyne|Newcastle]], England at the time, to investigate the potential of exporting their products to that country.<ref name="business-standard1"/> Consultants Tatlock and Thomson Ltd of Scotland<ref name="livemint1"/> were hired to help hone the company's processes at their Bangalore distillery.<ref name="business-standard1"/> Amrut Distilleries conducted [[Blind experiment|blind tests]] of their single malt whisky in Scotland, where most consumers said they liked the drink and compared it to [[Speyside single malts]].<ref name="outlookindia1"/><ref name="island2004">{{cite web|url=http://www.island.lk/2004/08/29/busine05.html |title=India's ‘chocolate-ty’ single malt finds favour with Scottish palates |publisher=Island.lk |date=26 August 2004 |access-date=21 June 2013}}</ref><ref name="telegraphindia1"/>

The whisky, under the brand name Amrut Single Malt Whisky, debuted in Europe on 24 August 2004.<ref>{{cite web|url=http://articles.economictimes.indiatimes.com/2004-08-26/news/27413839_1_whisky-amrut-distilleries-rakshit-jagdale |title=Amrut launches its whisky in Scotland |work=[[The Economic Times]] |date=26 August 2004 |access-date=21 June 2013}}</ref><ref name="island2004"/><ref name="outlookindia1"/><ref>{{cite web|author=William Lyons | url=http://whisky.scotsman.com/viewnews.aspx?id=228 |title=Currying favour with Indian whisky |work=The Scotsman |date=25 August 2004 |access-date=23 June 2013}}</ref> The company faced difficulties convincing European distributors and consumers to the try the product, as most believed that a good single malt could not be produced in India. According to head of international operations Ashok Chokalingam, the initial strategy of offering the product in restaurants was dropped, as "the resources needed are too high, both financial and human". They switched their focus to retailers and bars.<ref name="business-standard1"/> Following the UK launch, the brand spread across Western Europe and the Scandinavian countries within two years.<ref name="indiatimes1"/>

On 4 February 2010, Amrut Distilleries held a tasting session in [[Bangalore]] to launch their single malt whisky. The brand began retailing in Bangalore the same month.<ref name="livemint1"/> Domestically, it continued to be available only in [[Karnataka]]<ref name="indiatimes1"/> until November 2013 when it was launched in [[Mumbai]].<ref>{{Cite web|url=https://economictimes.indiatimes.com/panache/amrut-fusion-bengaluru-whisky-one-of-the-worlds-best-single-malts/articleshow/34465402.cms|title=Amrut Fusion: Bengaluru whisky one of the world's best single malts|date=1 May 2014|via=The Economic Times}}</ref> The company went with a Scottish launch for marketing reasons. According to Neelakanta Jagdale, "From a marketing perspective, we thought if our product had to pass the test, why not do so in the toughest location. Scotland is the home of Scotch. If they acknowledge our single malt, then that's good enough for me".<ref name="dnaindia1"/> The company also feels that "the high entry costs and complex excise laws in different states are a deterrent to further expansion in India".<ref name="outlookindia1"/><ref name="amrutdistilleries3"/> The brand was launched in North America in April 2010. Purple Valley Imports is its distributor in the United States.<ref name="indiatimes1"/>

==Production==
Amrut Distilleries began with a single blending and bottling unit, specializing in IMFL.<ref name="amrutwhisky1"/><ref name="amrutwhisky2"/> Amrut's current main distillery was built in 1987.<ref name="amrutdistilleries3"/> It is located in Kambipura on [[Mysore Road]],<ref name="hindu2005"/> roughly 20 kilometres from [[Bangalore]].<ref name="business-standard1"/><ref name="livemint1"/><ref name="amrutdistilleries2"/> In addition to the original distillery, company also has a re-distillation plant to produce extra [[Rectified spirit|neutral alcohol]] for captive consumption and a bottling unit in Kerala.<ref name="amrutdistilleries1"/><ref>{{cite web|url=http://www.amrutwhisky.co.uk/validated/pages/about.html |title=About Amrut Distilleries |publisher=Amrutwhisky.co.uk |access-date=21 June 2013}}</ref> The company decided against using computers and automation in their distillery in favour of providing more jobs to people.<ref name="amrutdistilleries3"/> The Bangalore distillery employs 450 people. Its distillery operation is highly labour-intensive and bottles are manually packed.<ref>{{cite web|url=http://www.connosr.com/worldwhiskyreview/issue-3/destination-bangalore-amrut-distillery/ |title=Destination Bangalore: Amrut Distillery - World Whisky Review |publisher=Connosr.com |date=15 March 2012 |access-date=21 June 2013}}</ref> Most of the staff at Amrut Distilleries involved in bottling and packaging are women.<ref name="amrutdistilleries2"/> The distillery produces 4 million cases of liquor a year, of which about 25% are blended whisky and around 10,000 cases are single malt.<ref name="amrutdistilleries3"/>
The malt for the whisky is grown in regions [[Punjab, India|Punjab]] and Rajasthan. The barley is transported for about 2500 km (1600 miles).<ref>{{Cite web|url=https://www.whisky.com/whisky-database/distilleries/details/amrut.html|title=Amrut|website=www.whisky.com}}</ref>

Amrut Distilleries is headquartered in the [[Rajajinagar]] neighbourhood of Bangalore.<ref>{{cite web|url=http://www.amrutwhisky.co.uk/validated/pages/contactus.html |title=Contact Us |publisher=Amrutwhisky.co.uk |access-date=21 June 2013}}</ref>

==Products==
Amrut Distilleries manufactures [[whisky]] ([[whisky|blended]] and [[Single malt whisky|single malt]]), [[brandy]], [[rum]], [[vodka]] and [[gin]].<ref>"Products", [http://www.amrutdistilleries.com/ Amrut Distilleries] (website). Retrieved 22 June 2013.</ref>

{{col-begin}}
{{col-3}}
;[[Amrut (whisky)|Amrut Single Malt Whisky]]
*Amrut Indian Single Malt Whisky 46%
*Amrut Peated Indian Single Malt Whisky 46%
*Amrut Fusion Indian Single Malt Whisky 50%
*Amrut Cask Strength
*Amrut Peated Indian Single Malt Whisky Cask Strength
*Amrut Intermediate Sherry
*Amrut Two Continents Single Malt Whisky
*Amrut Portonova
*Amrut Kadambham
*Amrut Single Cask
*Amrut 100
{{col-break}}
;Whisky
*MaQ Scotch
*MaQintosh
*Prestige Fine Whisky
*Prestige Blended Malt Whisky
*Prestige Rare Whisky

;Brandy
*[[Bejois (brandy)|Bejois]] Blended Grape Brandy
*Bejois Premium Brandy
*Bejois VSOP Brandy
*Bejois Napoleon Brandy
*Silver Cup
{{col-break}}
;Rum
*Old Port Deluxe Rum
*Old Port Deluxe Matured Rum
*Amrut XXX Classic Rum
*Amrut XXX Rum

;Vodka
*Muscovy Vodka

;Gin
*Blue Star Dry Gin
{{col-end}}

==See also==
{{portal|Liquor}}
* [[Indian whisky]]
* [[Indian Made Foreign Liquor]] (IMFL)

==References==
{{reflist}}

==External links==
*[http://www.amrutdistilleries.com/ Amrut Distilleries official site]
*[http://www.amrutwhisky.co.uk/ Amrut Distilleries UK site]

[[Category:Distilleries in India]]
[[Category:Manufacturing companies established in 1948]]
[[Category:Drink companies of India]]
[[Category:Manufacturing companies based in Bangalore]]
[[Category:Indian companies established in 1948]]

Amrut Distilleries - Revision history

>GreenC bot at 19:32, 21 April 2021