Drinks giant Diageo is looking to purchase India-based United Spirits’ brand, Black Dog, which is reported to be the world’s fastest growing Scotch whiskey in the last five years, according to data from International Wine & Spirit Research (IWSR).
Drinks giant Diageo is looking to purchase India-based United Spirits' brand, Black Dog, which is reported to be the world's fastest growing Scotch whiskey in the last five years, according to data from International Wine & Spirit Research (IWSR).
The brand was produced by Carew Phipson, which was purchased by United Spirits in 1964.
According to IWSR, Black Dog is placed among top three Scotch brands in India, with 48.9% increase in sales recently.
The other Scotch brands that reported double digit growth in last five years are Black & White with 19.8%, Old Parr with 14.8%, Passport with 13.7% and VAT 69 with 10%.
New Delhi-based boutique investment advisory, Taj Capital director Sanjay Jain was quoted by The Times of India as saying that it is a neck-and-neck race between Black Dog, Teacher's and 100 Pipers in the domestic market.
"It's now more interesting with all the three brands being owned by cash-rich MNCs," Jain added.
Liquor consulting firm Spiritual Luxury Living director Sandeep Arora told the website that United Spirits invested in premiumising Black Dog.
"Rather than just placing the product on retail shelves, the company took an account management approach and created a huge buzz around the brand," Arora added.
