In a world that is filled with artificial ideas of success, being natural and authenticis a bold statement to make. Staying true to its philosophy, Diageo Indiatoday launchedtherenewed look, taste, and packaging for India’s rare, aged grain whisky– Signature. The all-new Signature Whisky, crafted from nature, is as authentic as it gets.The new premium offerings, crafted from natural ingredients by Master Blender Louise Martin for a unique whisky experience, is made for people who take pride in embracing their true self and to make a mark for themselves. Signaturewhisky nowhasanevolved logo unit, a more nuanced blend and a sustainable packaging with contemporary and modern design codes that stand out on the shelf.
Speaking on this refresh, Amarpreet Anand, EVP Marketing & Portfolio Head, Diageo India, said, “Signature has been one of our most loved brands in the upper prestige segment. However, over the years, we have realised that the consumers desired something more premium, more wholesome, closer to nature. We realised the need for disruption and redefining a premium offering in the segment. Thus, came to life the all-new Signature, crafted by nature’s purest mineral water and select grains, with two standout variants: Signature Rare Whisky, a carefully balanced liquid, and Signature Premier Whisky, that is smooth and creamy. Whisky connoisseurs seeking an authentic experience and products will resonate with this new bottle, packaging, and most importantly, the blend, crafted by our Master Blender Louise Martin. To further play a role in culture, the brand will soon launch a new platform with brand ambassadors AyushmanKhurrana, Rakulpreet Singh and Sayani Gupta to encourage the consumers to embrace their natural self and Own their Signature!”
Signature Whisky’s new pack embraces the natural world, positioning it as the country’s most authenticwhisky while giving the consumer an elevated experience. The pack design retains distinct Signature elements, including the green colour. The brand strongly believes that nature’s craft starts with giving back to nature. That is why, the new Signature comes in a carton crafted from recycled cardboard. The new design also makes the bottle taller, makingit moreappealing to its holder.