Rampur Indian Single Malt Unveils New Brand Identity 43°

New Delhi, November 11 (Daily Kiran) : Rampur Indian Single Malt, a renowned brand from Radico Khaitan Limited, has launched its new brand identity, ’43° | 2° – Born in Nature’s Frequency.’ This identity reflects the extreme temperature variations at its production site in the Himalayan foothills, where summer temperatures can reach 43 degrees Celsius and drop to 2 degrees Celsius in winter.

These seasonal temperature changes cause the oak barrels to expand and contract, developing the whiskey’s distinct flavor and character. As Rampur celebrates its first decade, this natural feature will become a cornerstone of its brand identity.

International scientific research is also underway to study the climatic impact on whiskey production. Rampur Distillery has been selected to represent Asia in ‘The 8 Continent Series,’ a six-month study examining how geographical and climatic conditions influence the aging, chemical composition, and taste of single malt whiskey.

Led by Brazilian food scientist Aline Bortoletto and her team at INOVBEB, this study includes eight single malt whiskeys from various continents, including one aged in Antarctica. The research will involve chemical analysis, taste assessments, and statistical modeling to understand the climate’s effects on whiskey. Rampur is the only Indian whiskey participating, showcasing the unique climatic conditions of the Himalayan foothills in the global whiskey discourse.

Since its launch in 2016, Rampur has developed its identity by connecting it to the natural features of its production area. The new natural brand identity emphasizes this connection further. The campaign tagline ‘Born in Nature’s Frequency’ links the rhythm of the natural world with the whiskey maturation process. The heat causes the barrel to expand, while the cold makes it contract, allowing the whiskey to gradually develop its unique character.

When read together, 43 and 2 form 432, which will now serve as Rampur’s numerical identity. This initiative unveils a process that is typically unseen, providing consumers with a new way to understand the relationship between Rampur’s origins and the whiskey in their glass.

Kunal Madan, Chief Marketing Officer of Radico Khaitan Limited, stated, “Over the past decade, Rampur has carved a distinct identity in the world of Indian single malt. It has gained international recognition while remaining deeply connected to its place of origin. In our challenging climate, the barrel plays a crucial role in developing the whiskey’s character through the seasons. We wanted a platform that places this truth at the heart of our brand.”

The ’43° | 2° – Born in Nature’s Frequency’ initiative connects the whiskey’s climate, craftsmanship, and unique character. The number 432 also holds cultural and symbolic significance, relating to harmony, balance, and the rhythm of nature. This offers a new creative perspective to present our origin and craftsmanship story. As Rampur enters its second decade, this initiative will form the basis for the brand’s dialogue with consumers across various markets.

This new natural brand identity is built on Rampur’s growing international presence. Nine whiskeys from the Rampur portfolio have been featured in Jim Murray’s ‘Whiskey Bible 2026,’ averaging a score of 91.9. This further attests to the brand’s reputation among global whiskey enthusiasts.

Rampur has also strengthened its presence in the international travel retail market, becoming the first Indian single malt available at four major UK airports: Heathrow, Gatwick, Manchester, and Birmingham.

The campaign will be launched across on-trade mediums such as bars and restaurants, as well as retail outlets. This includes outlet branding, promotional materials at sales centers, and consumer experience activities, ensuring a consistent brand identity is visible everywhere.

Additionally, a digital storytelling campaign featuring actor Mihir Ahuja, known for his role in Netflix’s ‘Operation White Sea,’ will be executed. This campaign aims to present the concept of 43° | 2° in a modern and accessible manner to a broader audience.

This announcement comes as Radico Khaitan continues to strengthen its portfolio of premium and luxury products. The company’s Prestige and Above segment recorded a 35.8% volume increase in the first quarter of fiscal year 2027, reaching sales of 5.28 million cases, contributing 74% to the company’s value-based sales in the Indian Made Foreign Liquor (IMFL) sector. The company aims for a 25% growth in its luxury and semi-luxury portfolio for fiscal year 2027.

As Rampur enters its second decade, ’43° | 2° – Born in Nature’s Frequency’ will become its long-term identity across various markets and consumer touchpoints. This initiative connects the brand’s story to the natural forces that shape whiskey—land, changing weather, oak, and the passage of time.

Nature created it. Oak preserved every note.