In May 2025, Sangam World Malt Whisky took home the ‘Spirit of the Year – India’ title at the Bartender Spirits Awards in Chicago. This achievement confirmed what the global spirits trade has increasingly come to recognize: that Indian whisky is no longer a curiosity, but a category with depth, diversity, and ambition. At the center of this growing momentum is Sangam, a product of Rampur Distillery, backed by heritage but speaking in a contemporary voice. We spoke to Michelle Lam of M.L. Bklynite Media, Inc., who oversees Sangam’s U.S. public relations, about how the brand plans to turn this recent recognition into sustained international presence, the subtle power of cultural storytelling, and why authenticity, not marketing gloss, is driving engagement across key global markets.

How do you plan to leverage Sangam’s win at the Bartender Spirits Awards in terms of international marketing and trade visibility, especially in competitive markets like the US?

Winning the Spirit of the Year – India award at the Bartender Spirits Awards provides a significant opportunity to enhance Sangam World Malt Whisky’s global positioning. From a marketing and trade visibility standpoint, we plan to incorporate this accolade into our international brand narrative—highlighting it through targeted public relations campaigns, trade media outreach, and digital storytelling initiatives.

In competitive markets such as the United States, this recognition serves as a third-party validation of the brand’s quality, craftsmanship, and innovation. We will activate this win across key touchpoints, including distributor presentations, retail placements, and industry trade shows. 

Additionally, we aim to amplify awareness through on-premise activations, bartender engagement, and strategic partnerships to drive trial and shelf visibility. This award not only sets us apart but also strengthens our credibility as a premium Indian whisky on the global stage.

Image: Sangam World Malt Whisky - Spirit of the Year – India award at the Bartender Spirits Awards.

Sangam is already available in over 40 countries. Could you detail your current retail and on-trade distribution footprint, particularly in the US, UK, and major Asian markets? Are you in talks with any major retail chains or restaurant groups?

Sangam World Malt Whisky has seen strong traction globally, with availability in over 40 countries across key markets and Global Travel Retail. In the United States, we are actively expanding our presence through a growing network of distributors and are currently placed in select premium retail outlets, specialty liquor stores, and on-premise venues known for curated spirits selections. We’re also in discussions with several national and regional retail chains to broaden accessibility, while deepening our footprint in metropolitan hubs where consumer demand for craft and international whiskies is growing.

In the UK, Sangam is positioned within select boutique retailers, whisky specialists, and high-end bars, with plans underway to enter larger retail groups that cater to global spirits consumers. Our approach has been to align with partners who understand the craftsmanship and story behind Sangam and can help position it accordingly.

Across major Asian markets, we’ve partnered with both luxury hotel groups and fine-dining establishments, ensuring strong visibility in both retail and on-trade channels. We are also in active conversations with key players in the hospitality sector to further integrate Sangam into curated beverage programs.

As interest in premium Indian spirits continues to rise, we’re committed to scaling responsibly while maintaining the integrity and positioning of the brand.

Image Source: Sangam World Malt Whisky.

Can you share some of the core marketing activities or collaborations you’re running to drive consumer engagement and trade awareness, particularly in newer markets or those where Indian whisky is still emerging?

To build trade credibility and consumer recognition, especially in emerging markets for Indian whisky, we’ve adopted a layered marketing strategy grounded in education, cultural relevance, and storytelling. Guided tastings, pairing events, and mixologist-led sessions highlight Sangam’s distinct profile and Indian-rooted ingredients.

Strategic partnerships with premium venues, curated staff trainings, and tailored trade assets strengthen our presence at the retail level. Digital campaigns, chef collaborations, and cultural influencer partnerships deepen consumer engagement and connect audiences to our brand’s Indian heritage.

Overall, Sangam’s marketing is anchored in authenticity—amplifying the richness of Indian ingredients through compelling narratives and consistent, cross-channel engagement.

Image: Paris 2024 Olympics - Radico Khaitan Limited cheering for our Olympians and showcasing India's rich heritage.

For your importer and distribution partners globally, what support systems do you have in place to assist in moving stock, including promotional programs, training, activations, or brand assets?

At Sangam, we take a partnership-first approach to global distribution, offering scalable support systems tailored to each market’s needs. Our resources include updated brand assets—imagery, tasting notes, POS materials, and campaign toolkits—ensuring consistent representation across all platforms.

We support partners with targeted trade promotions, seasonal activations, and consumer trial programs, including in-store tastings where permitted. Training remains central to our strategy, with both virtual and in-person sessions designed to deepen product knowledge and storytelling skills for sales teams and hospitality staff.

Public relations plays a key role in our strategy. Our in-house PR team supports media outreach, press campaigns, and influencer collaborations to build brand visibility and cultural relevance. Experiential marketing, including guided tastings and bartender engagement programs, further strengthens our presence at the local level.

Together, these efforts empower our distribution partners with the tools, education, and promotional support needed to accelerate sell-through and establish Sangam as a leading name in Indian whisky worldwide.

Sangam World Malt is noted for its rich, layered palate and subtly peated character. How do you communicate this complexity in consumer-facing storytelling? What makes this product stand apart within the increasingly crowded world whisky category?

Sangam, a name derived from the Hindi word for "confluence," evokes the image of two powerful rivers merging to form something greater than the sum of their parts. Just like the rivers that flow from different directions, Sangam World Malt Whisky represents the convergence of the rich traditions of the East and the expertise of the West in the art of whisky-making.

Sangam combines the finest malts sourced from traditional European origins as well as from the New World, weaving a tapestry of nuanced flavours and creating a harmony that is both delicate and refined. Every drop of this whisky is crafted with the utmost care, using only the finest malts, which are artfully blended to bring out the whisky’s rich and complex flavours. 

Our storytelling emphasizes the artistry behind every batch—from fermentation to distillation and maturation. Rather than relying on overpowering smoke or aggressive cask influence, Sangam’s signature is its restraint: a soft peat interplay, delicate spice, and a long, evolving finish that invites contemplation.

The whisky’s complexity is not just in its palate, but in its cultural fusion. By combining traditional Indian techniques with global best practices in cask selection and aging, Sangam delivers a world malt that is both distinctive and versatile, appealing to connoisseurs and new drinkers alike.

Through compelling narratives and experiential activations, we champion authenticity and provenance. Sangam isn’t just a whisky—it’s an exploration of place, time, and craft in every dram.

Image: Rampur Cask Warehouse.

Rampur Distillery is now among the few Indian producers breaking into premium global whisky circles. Could you tell us more about your company’s philosophy, history, and long-term ambitions?

Rampur Distillery stands as a pioneering force among Indian whisky producers, making a mark in the premium global whisky market. Rooted in a rich heritage dating back over two centuries, Rampur embraces a philosophy centered on craftsmanship, authenticity, and innovation. Originating from the royal kitchens of the Nawabs of Rampur in northern India, the distillery honors tradition while employing modern techniques to produce a smooth, refined single malt that reflects India’s unique terroir and cultural legacy.

At its core, Rampur’s philosophy is about creating whisky that embodies elegance and balance, marrying Indian ingredients and climate with meticulous aging processes. The brand’s history is intertwined with India’s evolving whisky landscape, aiming to elevate the perception of Indian single malt on the global stage.

Looking ahead, Rampur Distillery’s long-term ambitions focus on expanding its presence in international markets, championing Indian whisky as a premium category recognized for quality and sophistication. Through strategic collaborations, educational initiatives, and innovation in production, Rampur aspires to become a flagship Indian whisky brand that resonates with discerning consumers worldwide while preserving its rich cultural roots.

Image: Rampur Distillery.

What role does sustainability play in your distillation and packaging process, and are there any specific initiatives that reflect your environmental or social commitments?

Sustainability plays an integral role in Rampur Distillery’s production and packaging philosophy. As a legacy Indian distillery with a growing global footprint, Rampur recognizes the responsibility to protect natural resources while upholding the quality and authenticity of its spirits.

From sourcing to distillation, Rampur emphasizes water conservation and energy efficiency throughout its operations. The distillery employs closed-loop systems to reduce water waste and actively invests in cleaner technologies that minimize its carbon footprint. Locally sourced ingredients not only support regional agriculture but also reduce transportation emissions.

In terms of packaging, Rampur is gradually incorporating recyclable materials and reducing excess packaging waste while maintaining the premium aesthetic that reflects the brand’s heritage.

Social responsibility is equally important. Rampur supports community development initiatives in the Uttar Pradesh region, including vocational training and educational programs. These initiatives are designed to empower local communities and create lasting, positive social impact.

Together, these efforts reflect Rampur’s commitment to sustainability—not just as a trend, but as a core pillar of its identity, ensuring the brand continues to grow responsibly while honoring its legacy.

Image: Rampur Distillery - Pot stills.

Looking ahead, are there any expansion plans for your brand portfolio or distillery infrastructure that we should watch for, either in terms of product innovation or market presence?

Looking ahead, Rampur Distillery is strategically focused on expanding both its brand portfolio and global market presence. With the growing global appreciation for Indian single malts, the distillery is actively developing new expressions that showcase India’s diverse climate, ingredients, and maturation potential. These innovations aim to appeal to evolving consumer palates while reinforcing Rampur’s position as a premium world whisky brand.

In terms of product innovation, the distillery is exploring limited-edition releases and cask-finished expressions that highlight unique flavor profiles and aging techniques. These offerings are designed to attract collectors and connoisseurs seeking distinct, globally relevant whiskies with an Indian soul.

On the infrastructure front, Rampur is investing in state-of-the-art upgrades to its distillation and warehousing facilities to meet increasing demand while maintaining artisanal quality. There are also plans to expand visitor engagement and experiential programming, potentially including a flagship visitor center that will immerse guests in the brand’s heritage and craft.

Through thoughtful innovation and strategic expansion, Rampur aims to shape the future of Indian whisky on the world stage while staying true to its legacy of excellence.

Image: Winners of 2025 Bartender Spirits Awards.

Conclusion:

Sangam’s trajectory isn’t defined solely by its award wins, nor by the number of countries it has entered. Its long-term promise lies in the deliberate way it balances craft, heritage, and market relevance. From bartender engagement and tailored importer support, to culturally rooted campaigns and fine-tuned on-trade placements, the brand is building a presence that resonates both with industry professionals and emerging whisky consumers. As Indian whisky steps into the spotlight, Sangam seems poised to lead with a voice that’s grounded, ambitious, and unmistakably its own.

Header Image: (L-R) Sanjeev Banga, President - International Business, Radico Khaitan Ltd; Sukhinder Singh, Trustee WSET, and Kunal Madan, Global Brand Head for Radico Khaitan Ltd. 

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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