An experiment in India by a British whisky manufacturer may lay the groundwork for a lower-priced tier of scotch.
UB Group, India's largest liquor distributor, is launching a low cost variant of its Black Dog Scotch whisky to expand its market to a larger Indian consumer segment, particularly middle-income consumers. To do so, it will expand its existing bulk sourcing arrangement with White & Mackay, the UK-based scotch maker.
The new Black Dog is different in maturity as well as price. Sources quoted by the Business Standard of India said UB currently sells 12-year-old scotch at US$39 a bottle. The new version will be five years old and sell at about $22.
White & Mackay's core brands include Whyte & Mackay Scotch Whisky, Dalmore Single Highland Malt, Glavya Liquer and Isle of Jura Malt Whisky.
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