Rampur Indian Single Malt, produced by Radico Khaitan, has launched a new brand positioning named ’43° | 2° – Born in Nature’s Frequency’, built around the temperature extremes of its home in the Himalayan foothills.
The new positioning draws on the two seasonal extremes that define Rampur’s maturation environment: 43°C in summer and 2°C in winter. This swing expands and contracts the oak cask across the year, shaping the character of the spirit. Read together, the figures 43 and 2 form 432, which now serves as the brand’s numerical signature.
The announcement coincides with Rampur’s selection as the Asian whisky representative in The 8 Continent Series, an international study of how climate shapes single malt maturation. The six-month study examines how geographical and climate conditions influence the maturation, chemistry, and flavor of single malt whisky. The research is led by Brazilian food scientist Aline Bortoletto and her team at INOVBEV.
The study brings together eight single malts from different continents, including one matured in Antarctica, and will use chemical analysis, sensory evaluation and statistical modeling.
“Over the past decade, Rampur has established a distinct identity in the world of Indian single malts, earning recognition internationally while remaining deeply connected to its place of origin,” said Kunal Madan, chief marketing officer at Radico Khaitan.
“In a climate as demanding as ours, the cask works through every season, and we wanted a platform that places this truth at the heart of the brand,” Madan added. He noted that the number 432 “carries cultural and symbolic associations with harmony, balance and the rhythm of nature.”
Rampur’s international presence has ramped up in recent times. The distillery recently became the first Indian single malt presented across four major UK airports: Heathrow, Gatwick, Manchester and Birmingham. Digital storytelling for the campaign features actor Mihir Ahuja, known for his role in Netflix’s Operation Safed Sagar.
The launch comes as Radico Khaitan continues to build its premium portfolio. The company’s Prestige & Above segment recorded 35.8% volume growth in Q1 FY2027, reaching 5.28 million cases.
Latest On The Whiskey Wash
