When one thinks of Amrut, their minds directly go to Fusion, or the third-best whisky in the world according to whisky guru Jim Murray’s 2010 Whisky Bible. While Fusion delivers a blend of tropical fruits, dark chocolate, warm spices, and a subtle hint of smoky peat, there is a new malt, exclusive for the people in Kolkata. Mid November, Amrut Distilleries launched ‘City Of Joy’ single malt at the Taj Bengal — making this whisky the first exclusive, city-based whisky by the distillery.
The executive director - brands and P.R, ThriVikram G Nikam, was present to launch the new product alongside Parsan Enterprises, Kolkata. Parsan is a pioneering company that has been importing several renowned international brands into the state since 1990. It serves as a prominent promotion and distribution house affiliated with the West Bengal State Beverages Corporation Ltd.
Sipping the City of Joy
Team Amrut and Team Parson launch the ‘City of Joy’
The City of Joy edition by Amrut Distilleries is a limited-edition single malt whisky that celebrates the cultural and historical richness of Kolkata. It is Amrut’s first city-specific release and is exclusively available in Kolkata. The packaging is a tribute to West Bengal’s iconic landmarks, featuring artwork of the Howrah Bridge, Victoria Memorial, rickshaw pullers, and more.
This edition is bottled at 48 per cent ABV and offers a unique tasting experience, with notes of golden syrup, vanilla, citrus, oak, and a subtle peat finish. The whisky aims to capture the spirit of Kolkata’s vibrant heritage while showcasing a blend never before used globally.
Amrut’s distributor, Sharad Parson, wanted a limited and unique edition launched in the city because he felt consumers would look forward to it. This is when Amrut decided for an exclusive edition, over a limited one. “People in Kolkata have a keen sense of what they are drinking, enjoy socialising, and engage in conversations about the liquid,” said Nikam.
The Kolkata relevance
Kolkata, known for its rich and varied heritage, serves as the ideal match for the single malt that is made in a non-simple manner. Amrut chose a blend of ex-Bourbon barrels, Sherry, peated and finished liquids, reflecting the city’s complexity and charm.
The senior vice-president - operations, East & North East, The Indian Hotels Company (IHCL) K Mohanchandran, was present for the tasting
“It was very exciting to be at the launch of the Amrut Special Edition — City of Joy. It tasted good on the palate — the late note of chocolate was a delight. I also liked the packaging, with lovely sketches, which I suspect are by Sarat, who has been a great ambassador for Amrut for a long time,” said the senior vice-president - operations, East & North East, The Indian Hotels Company (IHCL), K Mohanchandran.
The Amrut story
Amrut’s history goes back to 1948, when the family-owned company started with flavoured spirits. They entered the blending era during the 1970s and 1980s followed by the single malt era in 2004. In the 1980s, when they started distilling malt spirits, Amrut wanted to bring a rich blend to their people. “But people back then were not used to heavier blends. There were neutral blends with flavours and people would gulp it because it was light. With richer blends you couldn’t do so,” said Nikam. This led to their rejection.
By 2000, they were believed to have good malt whiskies. And this is when Nikam’s brother-in-law and current managing director, Rakshit Jagdale, went to the UK to do his masters. At the end of his course, he was required to do a dissertation, where he and his father Neelakanta Rao Jagdale (who spearheaded the company for 43 years) did a test market of their product in Scotland. A survey was conducted and we got a great response so we launched in 2004. “But after that also it was not easy for us, since India was not known for making whisky, especially single malt,” he added.
But even after struggling so much, they never gave up on the market which eventually helped them reach their turning point. In 2009, they launched their infamous blend of Indian and Scottish barley, Amrut Fusion, and in 2010 they were internationally acclaimed by Jim Murray. Today, The company sells nearly 30,000 cases across over two dozen countries, including India, with major markets in Karnataka, Kerala, Puducherry, Maharashtra, Goa, Chandigarh, Andhra Pradesh, Telangana and Delhi.
