Royal Challenge

Royal Challenge Premium Whisky is a blend of rare Scotch and matured Indian malt whiskies. The Scotch that goes into Royal Challenge is imported from Scotland, where distilling of this spirit has a tradition of over 500 years.This rare Scotch and matured Indian malt whiskies are then crafted by the Master Blender to give Royal Challenge its inimitable taste and distinctive character. Varying proportion of selected Indian Malt Spirit, Clean Extra Neutral Alcohol and Plain Caramel and FDA and State Exercise approved flavours and essences are blended under close supervision and strict quality control so as to get overall roundness and typical organoleptic characteristics to the blend
 

Royal Challenge is the biggest and the best selling premium whisky in the country (India) today. Currently it enjoys more than 58% of the market share. From the beginning the brand has been known for its consistent quality and best blend. Last year the brand rejuvenated itself with a new, unique and truly international packaging, which is square at the bottom and round at top. Aiming to attract a newer audience to the brand, the team is confident of taking their flagship brand to newer heights. Royal Challenge is the pioneer and sole sponsor for Strategy summits conducted in the country today � inviting great names like Philip Kotler, Edward Debono, Deepak Chopra, Michael Porter and Don Peppers in course of the last two years. RC is a prime sponsor of Golf in the nation, and, in view of the fact that the brand enjoys a 62% market share in CSD; RC also conducted a tournament for the Armed forces with the participation of 900 plus players. Royal Challenge is on a steady growth path. In 2005, the premium brand sold 98 lac cases, registering a growth of 4%