Antiquity is a brand of Indian whisky, manufactured by United Spirits Ltd (USL), a subsidiary of Diageo. It was launched in 1992 and is available in two variants – Antiquity Blue and Antiquity Rare.[1]
In a taste test of "India's 5 cheapest whiskeys" by GQ magazine, Antiquity Rare received a rating of 4.2/10. The magazine said that the whisky had "won few admirers among the judges, with complaints of a perfumed, nearly acetone taste – except for one diehard fan".[5]
Historyedit
Antiquity was launched in 1992 by Shaw Wallace.[1] United Spirits Ltd (USL), a subsidiary of the United Breweries Group (UB Group), acquired Shaw Wallace in July 2005.[6] On 1 April 2008, Shaw Wallace was merged with USL and Antiquity officially became a USL brand.[7]
In April 2008, the UB Group appointed London-based design firm Claessens International to revamp the packaging of Antiquity. The primary reason behind the revamp was to retain the heritage character and incorporation of the Shaw Wallace name on the bottles of the brand that was formerly owned by SWC.[8][9]
Antiquity was introduced in the United States by American United Beer & Spirits (UBS) at the Wine and Spirits Wholesalers of America (WSWA) Conference, held in Las Vegas from April 2 to 5, 2012.[10][11] Antiquity Blue Rare Premium was launched in China on 11 May 2007, which at the time was the most expensive Indian made whisky.[12][13][14]
Antiquity Rare Premium whisky saw 50% growth in sales for the year-ended 30 June 1998, over 1996-97. The brand held a market share of 44% in the premium whisky segment of the Indian market, with another USL (then SWC) brand Royal Challenge grabbing 49% of market share.[22] Antiquity and Seagram's Blenders Pride were the highest selling whisky brands in the super-premium Indian Made Foreign Liquor (IMFL) category in 2002-03.[23] On 2 February 2005, Shaw Wallace stated that Antiquity Rare Premium whisky had a growth in sales of 40% over the previous year.[24]
Brand ambassadorsedit
In April/May 2012, American United Beer & Spirits signed Indian model and television personality Nina Manuel to represent Antiquity whisky in the US.[11][25]
Referencesedit
^ abUnited Spirits Limited (USL) - Who We Are | About Us 2013-08-07 at the Wayback Machine. Unitedspirits.in (2013-03-31). Retrieved on 2013-12-23.
^. Unitedspirits.in. Archived from the original on 2013-05-16. Retrieved 2013-06-09.
^. Unitedspirits.in. Archived from the original on 2013-09-10. Retrieved 2013-06-09.
^"Vijay Mallya's Antiquity Whisky Bags Silver Award at World's Largest Liquor Convention". International Business Times. 2012-04-06. Retrieved 2013-06-09.
^"Radico, Mason, BDA in fray for part of SWC liquor biz ICICI Bank talking to suitors". Business Line. 2005-05-31. Retrieved 2013-06-09.
^. The Hindu. 2007-11-30. Archived from the original on 2007-12-02. Retrieved 2013-06-09.
^Udit Prasanna Mukherji (2008-04-26). "Mallya to keep brand Shaw Wallace alive". The Times of India. Archived from the original on 2013-06-16. Retrieved 2013-06-09.
^M Padmakshan (2002-08-03). "Liquor brands going for stylish, sleeker looks". The Economic Times. Retrieved 2013-06-09.
^. In.movies.yahoo.com. 2012-04-16. Archived from the original on 2014-03-02. Retrieved 2013-06-09.
^ ab. Indiawest.com. 2012-05-14. Archived from the original on 2013-05-16. Retrieved 2013-06-09.
antiquity, whisky, antiquity, brand, indian, whisky, manufactured, united, spirits, subsidiary, diageo, launched, 1992, available, variants, antiquity, blue, antiquity, rare, antiquitytypeindian, whiskymanufacturerunited, spirits, diageo, country, origin, indi. Antiquity is a brand of Indian whisky manufactured by United Spirits Ltd USL a subsidiary of Diageo It was launched in 1992 and is available in two variants Antiquity Blue and Antiquity Rare 1 AntiquityTypeIndian whiskyManufacturerUnited Spirits Ltd USL Diageo Country of origin IndiaIntroduced1992Alcohol by volume 42 8 IngredientsIndian grain spirits Indian malt Scotch maltVariantsAntiquity BlueAntiquity RareRelated productsBagpiperMcDowell s No 1Director s SpecialDSP BlackRoyal ChallengeSignatureWebsiteunitedspirits in antiquity blue whisky aspx Contents 1 Brand expressions 2 History 3 Market presence 4 Brand ambassadors 5 References 6 External linksBrand expressions editThe Antiquity brand is available in two variants Antiquity Blue and Antiquity Rare Antiquity Blue is made of Indian and Scotch malt whisky blended with grain spirit 2 Antiquity Blue was awarded Silver Best in Class in the Spirits Tasting competition by the 2012 International Wine and Spirit Competition at the Wine and Spirits Wholesalers of America WSWA Conference 3 4 In a taste test of India s 5 cheapest whiskeys by GQ magazine Antiquity Rare received a rating of 4 2 10 The magazine said that the whisky had won few admirers among the judges with complaints of a perfumed nearly acetone taste except for one diehard fan 5 History editAntiquity was launched in 1992 by Shaw Wallace 1 United Spirits Ltd USL a subsidiary of the United Breweries Group UB Group acquired Shaw Wallace in July 2005 6 On 1 April 2008 Shaw Wallace was merged with USL and Antiquity officially became a USL brand 7 In April 2008 the UB Group appointed London based design firm Claessens International to revamp the packaging of Antiquity The primary reason behind the revamp was to retain the heritage character and incorporation of the Shaw Wallace name on the bottles of the brand that was formerly owned by SWC 8 9 Antiquity was introduced in the United States by American United Beer amp Spirits UBS at the Wine and Spirits Wholesalers of America WSWA Conference held in Las Vegas from April 2 to 5 2012 10 11 Antiquity Blue Rare Premium was launched in China on 11 May 2007 which at the time was the most expensive Indian made whisky 12 13 14 Market presence editThe brand s main national competitors are Blenders Pride from Pernod Ricard and Peter Scot from Khoday India Limited 15 16 as well as competition from other USL whiskies in the same price range such as Royal Challenge and Signature 17 18 In some states Antiquity also competes with Haig Gold Label from Diageo 19 20 and Rockford Reserve from Modi Illva 21 Antiquity Rare Premium whisky saw 50 growth in sales for the year ended 30 June 1998 over 1996 97 The brand held a market share of 44 in the premium whisky segment of the Indian market with another USL then SWC brand Royal Challenge grabbing 49 of market share 22 Antiquity and Seagram s Blenders Pride were the highest selling whisky brands in the super premium Indian Made Foreign Liquor IMFL category in 2002 03 23 On 2 February 2005 Shaw Wallace stated that Antiquity Rare Premium whisky had a growth in sales of 40 over the previous year 24 Brand ambassadors editIn April May 2012 American United Beer amp Spirits signed Indian model and television personality Nina Manuel to represent Antiquity whisky in the US 11 25 References edit a b United Spirits Limited USL Who We Are About Us Archived 2013 08 07 at the Wayback Machine Unitedspirits in 2013 03 31 Retrieved on 2013 12 23 Antiquity Unitedspirits in Archived from the original on 2013 05 16 Retrieved 2013 06 09 Antiquity award Unitedspirits in Archived from the original on 2013 09 10 Retrieved 2013 06 09 Vijay Mallya s Antiquity Whisky Bags Silver Award at World s Largest Liquor Convention International Business Times 2012 04 06 Retrieved 2013 06 09 GQ staff 2011 05 31 Taste test India s 5 cheapest whiskeys GQ India Retrieved 2013 06 08 Radico Mason BDA in fray for part of SWC liquor biz ICICI Bank talking to suitors Business Line 2005 05 31 Retrieved 2013 06 09 Shaw Wallace board okays merger with USL The Hindu 2007 11 30 Archived from the original on 2007 12 02 Retrieved 2013 06 09 Udit Prasanna Mukherji 2008 04 26 Mallya to keep brand Shaw Wallace alive The Times of India Archived from the original on 2013 06 16 Retrieved 2013 06 09 M Padmakshan 2002 08 03 Liquor brands going for stylish sleeker looks The Economic Times Retrieved 2013 06 09 Pooja Batra Appointed US Brand Ambassador For Royal Challenge Whisky In movies yahoo com 2012 04 16 Archived from the original on 2014 03 02 Retrieved 2013 06 09 a b Model Nina Manuel Named Antiquity Whiskey Ambassador Indiawest com 2012 05 14 Archived from the original on 2013 05 16 Retrieved 2013 06 09 Bhattacharjee Ashok 2007 05 16 India s Mallya Buys Whyte amp Mackay for 1 18 Billion Update4 Bloomberg Retrieved 2013 06 09 Whyte amp Mackay may cost Vijay Mallya 1 38 bn Livemint 2007 05 11 Retrieved 2013 06 09 Douglas Hamiliton 2007 05 17 UB Group acquires Whyte amp Mackay in 595m deal Herald Scotland Retrieved 2013 06 09 Rajanala Sunil 2003 12 25 RC takes the lead in premium segment The Economic Times Retrieved 2013 06 08 The Hindu Business Line UB expects CSD sales to boost Signature whisky Business Line 2004 02 05 Retrieved 2013 06 08 Signature Whisky in nips and pints The Financial Express 1999 09 09 Archived from the original on 2013 12 24 Retrieved 2013 06 08 USL targets sale of 1 crore cases of Royal Challenge by 2019 Mint PTI 2009 04 28 Retrieved 2013 06 08 M Padmakshan 2006 09 12 Diageo to scorch the market with cheapest Scotch The Economic Times Retrieved 2013 06 09 Rashid Aliya 2006 09 20 Diageo tries to bridge a price gap in real scotch Cheers to that DNA Retrieved 2013 06 08 Bindu D Menon 2013 05 24 Modi Illva bets big on whiskey demand Business Line Retrieved 2013 06 08 Shaw Wallace beer sales register 50 growth The Indian Express 1998 10 02 Archived from the original on 2016 03 05 Retrieved 2013 06 09 Raise a toast it s Johnnie Walker all the way The Economic Times 2003 07 31 Retrieved 2013 06 09 Focus on frontline brands pays off for Shaw Wallace Business Line 2005 02 03 Retrieved 2013 06 09 The Indian Lass for Antiquity Whisky Nina Manuel Scribd com Retrieved 2013 06 09 External links editUSL official site USL site Antiquity page UB Group official site Portal nbsp Liquor Retrieved from https en wikipedia org w index php title Antiquity whisky amp oldid 1214519625, wikipedia, wiki, book, books, library,
