Signature (whisky) explained

Signature
Type:Indian whisky
Abv:42.8%[1]
Manufacturer:United Spirits Ltd (USL)
(Diageo)
Origin:India
Introduced:1994
Colour:Bright amber

Signature, also known as McDowell's Signature, is a brand of Indian whisky, manufactured by United Spirits Ltd (USL), a subsidiary of Diageo. It was launched in 1994.[2] [3] Signature is a blend of imported Scotch whisky and locally produced products.[4] Signature is sold in octagonal bottles which were designed by London-based design firm Claessens International, who also designed the packaging of the bottle.[5] It is available in two variants – Signature Rare Aged and Signature Premier Grain.

History

Signature was launched in 1994 by United Spirits Ltd, formerly known as McDowell Spirits Ltd.[6]

Signature was initially available in quarts (750 ml bottles). 180 ml and 375 ml sizes were introduced in October 1999.[7] Initially launched in the super-premium segment of the Indian whisky market, Signature was lowered to the premium category in 2001.[8] Signature began being sold in Canteen Stores Depot (CSD) for defence services in January 2002.[9] Signature was launched in Tamil Nadu on 5 August 2004.

Marketing

Signature's marketing associates the brand with lifestyle events and "elite sports"[10] such as golf, derby, tennis and polo, besides hosting seminars featuring experts in the field of management and marketing, as well as promoting theatre. Signature sponsors the McDowell's Indian Derby, an annual horse racing event, as well as "Signature IPL Nights", the after match parties of the Indian Premier League. Another event sponsored by the brand is the annual "Signature Fashion Tour". The Signature polo team won the Indian Open Polo Championship in 2002. The McDowell's Signature Club Golf Championship, sponsored by the brand, was launched in 2002.

Signature sponsored Boniface Prabhu's participation at the 2003 French Open Wheelchair Tennis Championship.[11] The following year, and advertised at sports and theatre events, with an advertising budget of 8–10 crore that year. It also unveiled an "Icon Series" advertising campaign, which featured entrepreneurs Alok Kejriwal of Contest2Win and Jay Galla of Amaron Batteries "as people who came from nowhere to script new corporate success stories".

In July 2006, Mudra, Bangalore took as the creative agency for the Signature brand from Rediffusion DY&R, Bangalore.[12] In November 2012, Akshay Kumar was signed as the brand ambassador of Signature for their 13-week "Success is living in the spotlight" campaign.[13] Abhay Deol was the brand ambassador for Signature Premier in 2012.[14] [15]

Sales

In the 2008–09 fiscal year, sales of Signature whisky crossed 1 million cases for the first time.[16]

The following table shows the annual sales of Signature Rare:

Year Sales (in million cases)
1998–99 0.018
2000 0.20
2002 0.18
2003 0.22[17]
2009 1.1[18]
2010 1.3
2011 1.6
2012 1.8[19]

Awards

Signature Rare

Signature Premier

External links

Notes and References

  1. Web site: Spirits Review for Signature Rare Aged Whisky $6 . dead . https://web.archive.org/web/20130324195941/http://tastings.com/scout_spirits.lasso?id=187788 . 24 March 2013 . 16 June 2013 . Tastings.com.
  2. News: 5 February 2004 . UB expects CSD sales to boost Signature whisky . . 16 June 2013.
  3. News: 4 July 2003 . UB Spirits Division Eyes 27% Growth For Signature Sales . . 16 June 2013.
  4. Web site: Signature . 16 June 2013 . Unitedspirits.in . 16 May 2013 . https://web.archive.org/web/20130516084745/http://www.unitedspirits.in/signature-whisky.aspx . dead .
  5. News: 6 August 2004 . UB's 'Signature' whisky in TN . . 16 June 2013.
  6. Web site: United Spirits Ltd Background details about Company Profile . 16 June 2013 . Indiainfoline.com.
  7. News: 9 September 1999 . Signature Whisky in nips and pints . . dead . 16 June 2013 . https://web.archive.org/web/20131224083855/http://www.financialexpress.com/old/fe/daily/19990909/fco09081.html . 24 December 2013.
  8. News: 16 November 2001 . Signature whisky pushed to premium category . . 16 June 2013 . https://web.archive.org/web/20131224083855/http://www.financialexpress.com/old/fe/daily/19990909/fco09081.html . 24 December 2013.
  9. News: 9 January 2002 . Defence canteen supply – McDowell's Signature takes on Royal Challenge whisky . . 16 June 2013.
  10. News: Anil Urs . 3 October 2002 . McDowell's Signature to enter defence canteen stores . . https://web.archive.org/web/20130420112121/http://articles.economictimes.indiatimes.com/2002-10-03/news/27361025_1_signature-whisky-shaw-wallace-s-royal-challenge-defence . dead . 20 April 2013 . 16 June 2013.
  11. News: 25 June 2003 . Signature to sponsor Boniface Prabhu . . 16 June 2013.
  12. Web site: 25 July 2006 . Mudra bags the creative duties for McDowell's Signature Whisky . 16 June 2013 . Afaqs.com.
  13. News: 19 November 2012 . Akshay new brand ambassador of McDowell Signature . . 16 June 2013.
  14. Web site: 22 June 2012 . India's First Aged Whisky – Signature Premier – Completes its Maiden Year on a High . 16 June 2013 . Indiaprwire.com.
  15. Web site: 30 June 2012 . India's First Aged Whisky – Signature Premier – Completes its Maiden Year on a High . 16 June 2013 . Central Chronicle.
  16. News: 29 April 2009 . United Spirits FY09 profit falls 5% . . https://web.archive.org/web/20160305082224/http://articles.economictimes.indiatimes.com/2009-04-29/news/28484423_1_net-profit-march-quarter-consolidated-total-income . dead . 5 March 2016 . 16 June 2013.
  17. News: 16 March 2004 . Seagram knocks out Royal Challenge from top slot in AP . . 16 June 2013.
  18. Web site: 18 July 2012 . WORLD WHISKIES – Brand Champions 2012 . 8 June 2013 . Thespiritsbusiness.com.
  19. Web site: July 2013 . Indian Whisky Brand Champions 2013 . 2013-12-23 . Thespiritsbusiness.com.
  20. Web site: 18 April 2010 . The 2010 International Whisky Competition Announces the Official Results for the Best Whiskies of the Year . dead . https://web.archive.org/web/20120705094920/http://whiskycompetition.com/blog/the-2010-international-whisky-competition-announces-the-official-results-for-the-best-whiskies-of-the-year/ . 5 July 2012 . 16 June 2013 . Whiskycompetition.com.
  21. Web site: 5 December 2002 . Indiastar Award 2002 goes to McDowell's Signature Rare Whisky Mobile Bar Pack . 16 June 2013 . Afaqs.com.
  22. Web site: Signature Award . 16 June 2013 . Unitedspirits.in.
  23. Web site: 18 April 2012 . International Whisky Competition Unveils Winning Whiskies for 2012 . dead . https://web.archive.org/web/20130923182841/http://whiskycompetition.com/blog/international-whisky-competition-unveils-winning-whiskies-for-2012/ . 23 September 2013 . 16 June 2013 . Whiskycompetition.com.
  24. Web site: India's Most Trusted Alcoholic Beverages 2014 . dead . https://web.archive.org/web/20140327205619/http://trustadvisory.info/mab-14/Alcoholic%20beverages.htm . 27 March 2014 . Trust Research Advisory.

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