Radico Khaitan Limited unveils new brand positioning

Bengaluru, Nov 13 (UNI) Rampur Indian Single Malt, the premium whisky brand of Radico Khaitan Limited, has unveiled a new brand positioning, '43° | 2° - Born in Nature's Frequency', drawing on the extreme seasonal temperatures of its home in the Himalayan foothills to highlight the role of climate in shaping the character of its whisky. The positioning is based on the temperature variations in Rampur, where summers reach 43 degrees Celsius and winters drop to 2 degrees Celsius. According to the company, the seasonal extremes cause oak casks to expand and contract during maturation, influencing the whisky's character and…