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Brand Premiumization (Silver) – MaQintosh Silver Edition Whisky from Amrut Distilleries

MaQintosh Silver Edition Whisky of Amrut Distilleries targets customers of blended whisky in the premium segment. Actually, Amrut identified the niche for pre- mium whisky and filled it by launching the affordable premium MaQintosh Silver Edition.

Gradually, by the word of mouth and by conducting tasting sessions for blended whisky enthusiasts, Am- rut succeeded in establishing the credibility of MaQin- tosh Silver Edition in the premium section.

Amrut has been successful in expanding the MaQ- intosh  Silver  Edition footprint to new markets and hopes to soon make it a pan-India product.

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