Blog

Whiskey brands have picked up on this. Instead of the standard product launch which included a stage, a spokesperson, a few canapes, many are now building entire evenings around a single expression. Guests are not just handed a glass, they are walked through a narrative, often one tied to a region, a community, or a piece of history that shaped the liquid in front of them. Rampur Distillery’s recent evening, A Salute to The Royal Heritage, happens to be a good example of this shift. Rather than simply unveiling a new whisky, the brand built the night around the legacy of the Nawabs of Rampur, taking guests through a tasting arc that moved from Rampur Double Cask to Rampur Asava. This culminated in an early pour of Rampur 1943 Virasat. What made it work was not the whiskey alone – it was the multi-course Uttar Pradesh-inspired menu built specifically to sit alongside each pour, so that food and drink were telling the same story.