He had crafted nectar fit for the gods, a whisky that would captivate connoisseurs worldwide-Amrut Fusion.
Business storyteller Sriram Devatha follows this exhilarating story, from Newcastle bars, where Rakshit Jagdale conducted blind whisky tastings, to UK sales head and chief distiller Ashok Chokalingam's travels across the UK trying to sell Amrut. The book covers a lot of ground-Amrut's branding strategies, alcohol regulation in India, the dynamics of a family business, the economic imperative towards premiumisation and, most importantly, the science and creativity that goes into distilling world-class whisky.
Amrut, the Great Churn: The Global Story of India's First Single Malt is the tale of how a home-grown brand attained international cult status. But it is also more than that: the story of an India that not only consumes global products, but also makes them for the world-a tale of resilience, innovation and the pursuit of excellence.
He brought the tulip glass close to his nostrils again and breathed in deeply. A bouquet of scents tickled his olfactory system, a rich citrusy burst following fruity and spicy aromas. Warming up the glass with his palm, he took another quick whiff. There was another smell lurking in the tail-surely it was phenolic? He dipped his nose again in the Glencairn glass. Is there a hint of peat? Maybe 20-25 parts per million of phenol, he thought to himself. Murray brought it to his nose again, focusing on the tail, confirming the smoky notes.
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