Royal Challenge launches Irish Trail whiskey in Hyderabad

Royal Challenge has launched its new whiskey blend ‘Irish Trail’ in Hyderabad with an immersive bar experience celebrating Irish pub culture. The whiskey, blending Irish and Indian malts, is currently available only in Telangana at different price points.

Hyderabad: Royal Challenge has launched Irish Trail, its newest whiskey blend, with an immersive bar experience that brought authentic Irish pub culture to life at Cock and Bull in Madhapur.

Royal Challenge Irish Trail is a blend that combines Irish grain, malt and pot still whiskey, skilfully harmonised with select Indian malt. The result is a smooth whiskey that delivers creamy sweetness with delicate vanilla undertones and subtle hints of matured oak, finishing with a sweet and smooth profile that is accessible for contemporary consumers, a press release said.

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The launch experience showcased Irish Trail through multiple touch points, from interactive showcase zones and branded pub games to live Irish sing-along performances and curated cocktails. Guests experienced an array of cocktails such as Irish Coffee, Irish Old Maid, Irish Buck, Irish Sour and Pickled Trail.

Ruchira Jaitly, Chief Marketing Officer, Diageo India, said “Today’s consumers are increasingly seeking distinctive, globally inspired experiences when it comes to their choice of spirits.”

Royal Challenge Irish Trail is currently available only in Telangana for Rs.1360 for 750 ml, Rs.680 for 375 ml and Rs.340 for 180 ml.