Rampur Indian Single Malt, the premium whisky brand from Radico Khaitan Limited, has unveiled a new brand positioning titled ‘43° | 2° – Born in Nature’s Frequency’, highlighting the distinctive climatic conditions of its Himalayan foothills home. Announced on November 11, 2026, the campaign marks a new chapter for the brand as it enters its second decade, having been launched in 2016. The positioning focuses on how seasonal temperature variations influence the maturation of whisky in oak casks, reinforcing Rampur’s connection with its place of origin.
The numerical signature ‘43° | 2°’ represents the temperature extremes experienced in Rampur, Uttar Pradesh, where summer temperatures can reach 43°C and winter temperatures can fall to around 2°C. According to the brand, these seasonal changes cause oak casks to expand and contract, influencing the interaction between the spirit and the wood during maturation. The figures 43 and 2 combine to form 432, which the company has adopted as the brand’s distinctive numerical identity. The campaign has been developed in partnership with creative agency Buffalo Soldiers and will be communicated across retail outlets, bars, pubs, digital platforms and other consumer touchpoints.
The announcement also coincides with Rampur Distillery’s selection to represent Asia in The 8 Continent Series, a six-month international scientific study examining how geographical and climatic conditions influence single malt whisky maturation. Led by Brazilian food scientist Aline Bortoletto and her team at INOVBEV, the research brings together eight single malts from different continents. It will use chemical analysis, sensory evaluation and statistical modelling to examine differences in maturation, chemistry and flavour, including whisky matured in Antarctica.
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Kunal Madan, Chief Marketing Officer of Radico Khaitan, said the new positioning brings together Rampur’s climate, craftsmanship and origins through a distinctive brand identity. The campaign also features actor Mihir Ahuja, known for his role in Netflix’s Operation Safed Sagar, as part of its digital storytelling initiative.
Rampur’s international presence continues to expand, with nine expressions receiving an average score of 91.9 points in Jim Murray’s Whisky Bible 2026. The brand has also become the first Indian single malt to be presented across four major UK airports: Heathrow, Gatwick, Manchester and Birmingham.
The launch supports Radico Khaitan’s broader premiumisation strategy. Its Prestige and Above segment recorded 35.8% volume growth in Q1 FY2027, reaching 5.28 million cases. The company has also outlined an ambition to expand its luxury and semi-luxury portfolio by approximately 25% in FY2027. With its new ‘43° | 2°’ platform, Rampur aims to strengthen its international identity by placing Himalayan provenance and climate-led maturation at the centre of its brand story.
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