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Antiquity

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Antiquity Blue is the true blue of whiskies. Made of the finest Indian malts and rare Scotch carefully blended with premium grain spirit, it is painstakingly distilled in copper pot stills, matured and mellowed in imported white oak casks and fused with premium Scotch. The pronounced malt and rich wood aroma, with a whiff of peat and heather supplements the fantasy while its subtle nuances come from the choicest components of the blend, giving it a full smooth flavour and a bouquet that proclaims its royal pedigree. Truly India's finest.

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Home › Brands › Whisky › Bagpiper
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Bagpiper

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Launched in 1976 by Herbertsons, Bagpiper is now USL's legendary flagship brand. Having become a sell-out in the very first year of its inception, Bagpiper holds the honour of being USL's first 'Millionaire Brand' and also carries the esteemed title of 'The World's Largest Selling Whisky'. Over the decades Bagpiper has attained phenomenal success and is now being exported to 10 countries across the globe. The Bagpiper blend is one that has been carefully crafted and perfected to offer the same rich experience as that of a scotch, and that too at convenient prices. With a light malty aroma and a hint of a smooth woody character, owing to the use of malt spirits specifically matured in pre-identified American oak casks, the Bagpiper experience has been espoused by millions of loyalists over the years.

Bagpiper owns the legacy of being the first whisky brand to sign on Bollywood celebrities as brand ambassadors and for the past 35 years its this Bollywood association and larger than life persona that has built the core identity of the brand. Bagpiper's appeal cuts across demographics to connect with the mass populace. India is a country full of hope and aspirations in the current milieu, and Bagpiper's endeavour has been to be a part of life's journey of its consumer as they strive to accomplish their dreams. Bagpiper plays the role of a motivator by infusing hope and positivity in the quest of their dreams.

Pioneering in celebrity endorsements and movie associations, Bagpiper has been associated with likes of numerous iconic superstars over the years right from the great Ashok Kumar, Jackie Shroff, Dharmendra, Sunny Deol and Shahrukh Khan to current superstar Ajay Devgan. These celebrities stand as iconic examples of men who have believed in themselves and have strived to accomplish their dreams. These icons serve as motivators to the aspirers amongst us to continue on their journey with positivity and hope.

In 1993, the brand broke out with its tremendously successful and now legendary 'Khoob Jamega Rang Jab Mil Bhaitenge Teen Yaar.. Aap, Mein Aur Bagpiper' communication with Dharmendra. This promise clearly reinforces the role of the brand to befriend its consumers in their quest for their dreams. Till date, Bagpiper continues to use this legendary sign off which its consumers live, believe and swear by.

Bagpiper has many accolades to its credit as it has been a pioneer in creating value for its consumers. It was the first to launch look-alike pints and nips to synergize all packs. The brand was also one of the first to introduce the "Guala" international capping system and the first to introduce whisky in tetra pack, a tamper proof and convenient pack for consumers. Flaunting a jaunty squat square bottle that embodies the trend in international whisky bottle designs and a distinct black and gold packaging design, Bagpiper sets a benchmark that its industry counterparts can only hope to match. Apart from retaining the leadership position in the popular segment year on year, Bagpiper has bagged a Reader's Digest Gold award as the 'Most trusted brand' in 2006 and features in Impact International's list of 'Top 100 brands', making it one of the most celebrated brands ever from the house of USL. A true legend then, now and for years to come.

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Home › Brands › Whisky › McDowell's No.1
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McDowell's No.1

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McDowell’s No.1 has undoubtedly been the top-of-the-line whiskey both literally and laterally. Over the years the brand has reinvented itself in all possible ways and has looked at greater accomplishments in product, packaging, marketing and promotions.

In the beginning, it had the tag 'Mera No.1' attached to it. However, over the years, it has evolved and transformed from an "icon" to a brand character. The brand has reinvented itself in all possible ways and has looked at greater accomplishments over the years. With the simple proposition of "celebrations in life begin with McDowell," the trademark cheer finger has quite evidently made an impression.

The proof of its quality and appeal is that it has not only survived the Scotch invasion, but is on its way to becoming one of the biggest whisky brands in the world even beating pure Scotch!

Apart from the popular McDowell's No. 1 Reserve Whisky, McDowell has another variant under its label - DietMate Whisky, world's first diet whisky, created especially for the fitness conscious drinkers. The brand's ability to change itself constantly and remain connected to the ever - changing customer aspirations is the key to its success.

Its aroma has a subtle vanilla-like sweetness, which gives it a light, smooth and warm finishing.

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Home › Brands › Whisky › McDowell's No.1 Platinum
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McDowell's No.1 Platinum

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A true leader is he who thinks, and acts unconventionally. Bearing testimony to this belief is McDowell's No.1 Platinum - a brand that celebrates real leaders. As drinking whiskey is perceived as a sign of achievement among today's youth, McDowell's No.1 Platinum serves as an inspiration to the young leaders of tomorrow to dream big and work towards achieving it. Based on the insight, in today's world successful leader is he who makes unconventionality a way of his life, the brand reaches out across different media to awaken the leader in each one of us.

It is said, the task of a leader is to get his people from where they are, to where they have not been. Case in point is MS Dhoni having led the Indian team to victory in the World Cup 2011. Gifted with leadership qualities that have inspired millions, it is no surprise that MS Dhoni fits the bill to be the brand ambassador for Mc Dowell's No. 1 Platinum. Undoubtedly one of the best captains of all time, MS Dhoni embodies the brand's ethos - Think and lead differently. And this platinum partnership certainly is a great unison of two iconic brands that synergize each other in an immaculate manner.

In its endeavor to emphasize the true essence of unconventional leadership, McDowell's Platinum No.1 recently shot a television commercial (TVC) starring MS Dhoni. The authentic plot of the TVC revolves around the thought – Successful leaders think differently. And takes us to the last over of the final T20 match in September 2007, where Dhoni, being the epitome of unconventional leadership, led India to a glorious win. This inspiring TVC, features a stirring narration by the captain himself. Further, it's also a visual treat that offers a grand mix of stunning visuals and mind-blowing graphics. Currently on air in all leading TV channels and out-of-home media, it aims at reinforcing in the consumers' minds the brand's philosophy – The No.1 Spirit of Leadership.

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Home › Brands › Whisky › Royal Challenge
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Royal Challenge

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Royal Challenge is amongst the largest selling premium whisky brands in India with a rich heritage of innovation and unsurpassable quality. For over 28 years, Royal Challenge has won the hearts of whisky drinkers across the nation since its inception in the 80s. It is said that the Master Blender spent a lot of time in studying the properties of various oak wood casks to select the right procedure for maturation. The kind of imagery it lends to its customers goes in to prove its leadership in the market. As the UB Group acquired Shaw Wallace in 2005, Royal Challenge commonly referred as ‘RC’ amongst whisky drinkers became a part of USL's proud legacy.

An amazingly smooth whisky, the secret of its velvet-like texture lies in the use of leisurely matured malt and grain spirit. With its rare texture of antique gold, the finishing gets long, smooth, deep and yet so delicate. RC is the proud partner to leading IPL teams like Royal Challengers Bangalore, Pune Warriors India, Delhi Daredevils and Kings XI Punjab. RC also partners the Sahara Force India formula 1 team, who took the challenge head-on, winning themselves a place among the top Formula 1 teams in the world.

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Home › Brands › Whisky › signature
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signature

McDowell Signature whisky is made from exquisite aged whiskies from the Islay and Highland regions of Scotland combined perfectly with the finest aged Indian malts. This is blended for an extended period of time to ensure the essence of various scotches, each adding its distinct flavour, in every sip. Since the launch of Signature, the brand has pioneered bold initiatives that redefined premium whiskies in India. From the Gold at the International Whisky Competition, Chicago 2010, a silver and best in class at the International Wine and Spirits competition and a Bronze at the Concurs Mondial De Bruxelles, the blend has also won several international accolades for its daring and distinct taste. Not to mention the fact that its ever growing popularity has made it a 'millionaire' brand (sales of over million cases per year).

The physical identity of brand Signature played an instrumental role in creating a premium, aspirational and exclusive imagery for it. McDowell's Signature is clearly young, modern, and stylish for the discerning. The brand has always exuded a sense of great taste and sophistication. The brand provides a premium lifestyle experience that reflects the consumer's individuality, his success and stylish taste. A taste that stands out, and is bold and is associated with history that sets it apart from others .

Signature is associated with some of the most premium lifestyle events of the country. Be it the McDowell Signature Indian Derby, the premier racing event in the country with a potent mix of bold racing & glamour, the most talked about Signature IPL Nights where the cricketers , glitterati and whos who of the glam world party under the same roof or the annual Signature Fashion Tour which features the country's best designers and supermodels – these events are unique, creative and embody the bold and the beautiful spirit

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Home › Brands › Whisky › DSP Black
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DSP Black

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Launched in 1988, from the stables of Shaw Wallace and later taken into the USL fold, DSP Black has become the fastest growing whisky in the entire regular-prestige whisky spectrum.

This superior extension from the DSP franchise has deservedly earned its standing of being the connoisseur's preferred choice. The distinct flavor leaves an indelible impression upon all those who happen to cross its path, with every sip being a veteran's delight. The captivating blend casts a spell of vivacious enthusiasm and transports one to a world of uninhibited fun and excitement.

Characterized by exceptional malt that has been blended to an exquisite smoothness, this fine whisky owns more than its fair share of awards owing to its blend par excellence. The prestigious International Wine and Spirit Competition (2007) and the Monde Selection (2006) bear testimony to this exquisite blend.

A blend this distinct is bottled in an equally distinct way. The unique design of the glass bottle with an engraved logo and the bold packaging has become synonymous to DSP Black in the minds of the consumers.

The brand message, 'Big boys play at night', offers every consumer the possibility to explore the World of Temptation with a unique taste that is DSP Black.

Quite understandably, the celebrated millionaire brand boasts a growth of 39% CAGR over the last 3 years and is set to remain one of the crowning jewels of USL in the years to come.

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