Rampur Indian Single Malt launches '43° | 2°' brand identity rooted in Himalayan climate
Synopsis
Rampur Indian Single Malt is redefining itself around the extreme Himalayan climate that shapes every cask — 43°C summers, 2°C winters, and a combined signature of 432. Backed by a first-of-its-kind international scientific study and a 91.9-point average in Jim Murray's Whisky Bible 2026, the brand's second decade begins with its strongest global case yet for why provenance matters in Indian whisky.
Key Takeaways
Rampur Indian Single Malt (Radico Khaitan) has launched a new brand identity — '43° | 2° – Born in Nature's Frequency' — built on the Himalayan foothills' seasonal temperature extremes.
The brand's new numerical signature, 432 , is derived from the two temperature figures and carries symbolic associations with harmony and natural rhythm.
Rampur is the sole Asian representative in The 8 Continent Series , a six-month scientific study led by Aline Bortoletto at INOVBEV examining climate's role in whisky maturation.
Nine Rampur expressions averaged 91.9 points in Jim Murray's Whisky Bible 2026 ; the brand is now available across four UK airports .
Radico Khaitan's Prestige & Above segment grew 35.8% in volume in Q1 FY2027 , reaching 5.28 million cases and accounting for 74% of IMFL value sales.
Campaign features actor Mihir Ahuja and is being rolled out across retail, on-trade, and digital platforms globally.
Rampur Indian Single Malt, the globally recognised whisky from Radico Khaitan Limited, has unveiled a new brand positioning titled '43° | 2° – Born in Nature's Frequency', anchored in the extreme seasonal temperatures of its home in the Himalayan foothills — 43°C in summer and 2°C in winter. The launch marks the brand's entry into its second decade since its 2016 debut, and places climate-driven maturation at the centre of its global identity.
The Science Behind the Positioning
The sharp temperature swing between seasons causes oak casks to expand and contract repeatedly over the years, gradually shaping the whisky's flavour profile and character. Radico Khaitan has now codified this natural process as the defining signature of the Rampur brand. Reading the two figures together — 43 and 2 — yields 432, a number the brand says also carries cultural and symbolic associations with harmony, balance, and the rhythm of nature.
The climate influence is not merely a marketing construct — it is now the subject of international scientific inquiry. Rampur Distillery has been selected as the sole Asian representative in The 8 Continent Series, a six-month study led by Brazilian food scientist Aline Bortoletto and her team at INOVBEV. The research brings together eight single malts from different continents — including one matured in Antarctica — using chemical analysis, sensory evaluation, and statistical modelling to examine how geography and climate affect whisky maturation. Rampur is the only Indian whisky in the study.
What the Brand Said
Kunal Madan, Chief Marketing Officer of Radico Khaitan Limited, said, 'Over the past decade, Rampur has established a distinct identity in the world of Indian single malts, earning recognition internationally while remaining deeply connected to its place of origin. In a climate as demanding as ours, the cask works through every season, and we wanted a platform that places this truth at the heart of the brand.'
Madan added that the number 432 'also carries cultural and symbolic associations with harmony, balance and the rhythm of nature, offering us a creative lens to tell a more expansive story about our origins and craft.'
International Recognition and Retail Footprint
The repositioning builds on Rampur's strengthening global standing. In Jim Murray's Whisky Bible 2026, nine expressions from the Rampur portfolio were featured with an average score of 91.9 points. The brand has also expanded its presence in international travel retail, becoming the first Indian single malt to be stocked across four major UK airports — Heathrow, Gatwick, Manchester, and Birmingham.
Campaign Rollout and Commercial Context
The '43° | 2°' campaign is being activated across on-trade and retail touchpoints, including in-outlet branding, point-of-sale material, and consumer experiences. It is complemented by digital storytelling featuring actor Mihir Ahuja, known for his role in Netflix's Operation Safed Sagar.
The launch arrives as Radico Khaitan continues to push its premium portfolio upward. The company's Prestige & Above segment recorded 35.8% volume growth in Q1 FY2027, reaching 5.28 million cases and contributing 74% of its Indian-made foreign liquor (IMFL) value sales. The company has set an ambition to grow its luxury and semi-luxury portfolio by approximately 25% in FY2027.
What Comes Next
As Rampur enters its second decade, the '43° | 2°' platform is intended as a long-term brand architecture across markets and consumer touchpoints. The findings from The 8 Continent Series, expected at the end of the six-month study, could provide further independent validation of Himalayan climate's role in shaping Indian single malt character — and amplify Rampur's positioning on the global whisky stage.
Point of View
Place-specific science is a far more durable differentiator than conventional premium whisky marketing. Participation in The 8 Continent Series gives it third-party academic credibility at a moment when Indian single malts are under intense global scrutiny — both for quality and for authenticity of provenance claims. The 432 numerical device is clever, but the real test will be whether the science delivers findings that hold up, and whether Radico Khaitan can sustain premiumisation momentum beyond Q1 numbers in a fiercely competitive category. The first Indian malt at four UK airports is a milestone, but shelf presence alone won't convert to loyalty without the narrative infrastructure this campaign is designed to build.
NationPress
11 Nov 2026
Frequently Asked Questions
What is Rampur Indian Single Malt's new brand positioning?
Rampur Indian Single Malt has unveiled '43° | 2° – Born in Nature's Frequency', a positioning built on the two extreme seasonal temperatures of the Himalayan foothills where the whisky matures — 43°C in summer and 2°C in winter. These figures also combine to form 432, Rampur's new numerical brand signature. The campaign was launched as Rampur completes its first decade since its 2016 debut.
What is The 8 Continent Series and what is Rampur's role in it?
The 8 Continent Series is a six-month international scientific study led by Brazilian food scientist Aline Bortoletto and her team at INOVBEV, examining how geographical and climatic conditions affect whisky maturation, chemistry, and flavour. It brings together eight single malts from different continents, including one matured in Antarctica. Rampur is the only Indian whisky — and the sole Asian representative — in the study.
How has Rampur performed in international whisky rankings?
In Jim Murray's Whisky Bible 2026, nine expressions from the Rampur portfolio were featured with an average score of 91.9 points, reinforcing the brand's standing among global whisky connoisseurs. Rampur has also become the first Indian single malt to be stocked across four major UK airports — Heathrow, Gatwick, Manchester, and Birmingham.
How is Radico Khaitan's premium segment performing?
Radico Khaitan's Prestige & Above segment recorded 35.8% volume growth in Q1 FY2027, reaching 5.28 million cases and contributing 74% of its IMFL value sales. The company has set a target to grow its luxury and semi-luxury portfolio by approximately 25% in FY2027.
Who is featured in the Rampur '43° | 2°' campaign?
The digital storytelling component of the campaign features actor Mihir Ahuja, known for his role in Netflix's Operation Safed Sagar. The campaign is also being activated across on-trade and retail touchpoints including in-outlet branding, point-of-sale material, and consumer experiences.
