Category: Non-fiction
Publisher: Westland Books (forthcoming)
Rights: Translation rights available for international languages, Dramatisation rights available
What makes Amrut Indian Single Malts a popular brand today? Is it the early mover advantage or the Indian identity that stands out in a space dominated by the West? Or is it sheer luck? Or maybe the people who built the brand ground up?
In this exploratory book, we walk through the pubs of UK where Ashok Chokalingam conducted blind whisky tastings, drive with him in a Vauxhall Astra as he criss-crossed through UK trying to sell Amrut, find out how he got hooked to Golf and trace the milestones of Amrut in those heady years. Ashok, an engineer with no legacy or education in single malts transformed into one of the principal architects of the Indian Single Malt Whisky revolution. This is a journey that celebrates unflinching conviction, inspires us to explore the unknown, highlights Indian innovation and most of all, traces how an Indian Single malt brand thrust itself into the whisky limelight and birthed a section in the retail stores around: World Whisky.
For the first time, this book also sheds light on the Jagdales, an entrepreneurial family that has been dabbling in distilling since 1948. A time sweep from Independent India to Post-Modern India.
The author: Sriram Devatha