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20 Sep 2019, 11:38 HRS IST
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  • PTI
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    • Features
  • Cheers to 'new-age' whisky, spiked with butterscotch, tea and more
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  • ls Reimagined - experiments with unique ingredients such as Silver Tips Full-Moon tea, Castleton Muscatel second flush, premium Kashmiri walnuts, bay leaf from Assam and the Gung Giri estate's premium coffee.

    "These rare findings handpicked from diverse parts of India enhance the flavour of the single malt," said Angad Singh Gandhi, Glenfiddich India brand ambassador.

    The brand has also curated celebratory cocktail recipes taking inspiration from the festive spirit and cheer of Diwali such as 'Whisky by Nature', 'Drop it Like It's Hot' and 'Passion Whisky Sour' among others.

    Jameson Irish Whiskey by Pernod Ricard introduced a new variant - Jameson Caskmates - in India earlier this year.

    The varietal has hints of butterscotch, cocoa and coffee due to the whisky being finished for six months in whisky barrels used to age stout beer.

    The move came after they noticed a rise in demand for coffee in the country.

    "Before introducing a varietal, we keep an eye on the trends of consumption in a market. Coffee in India, for instance, has been on the rise for the better part of a decade now," a brand spokesperson said.

    Jack Daniel's (JD) Tennessee too launched a new spirit - Jack Fire - this year, that uses "Ceylon" cinnamon, making the drink aromatic.

    The result is a sweet, hot cinnamon kick that complements the smooth and delicious taste of Jack Daniel's.

    "We want everyone to enjoy JD in a way that fits their palate. And, through the Jack Daniel's Tennessee Fire, we are offering existing fans and new consumers another flavor option," said Vineet Agrawal, a spokesperson for the brand.

    According to a Jameson spokesperson, the whisky-sampling audience has traditionally been "dominantly male", but admits that a shift is evident.

    "With more bars offering diverse cocktail menus to cater to their audiences, we are seeing a steady increase in adoption by women as well," he said.

    Gandhi added the shift was also visible in the age vertical, where whisky is becoming a preferred choice of drink also among younger audiences vis-a-vis the traditional "mature consumers".

    "More younger audiences are opening up to the taste and experience of whisky consumption in its classic and experimental form," he added.

    And women like Shreya and Shreshta are raising a toast 'new-age' whiskys.

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