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{{Short description|Indian whisky by United Spirits Ltd}}
{{Use dmy dates|date=October 2021}}
{{Infobox beverage
| name = Signature
| image =
| caption =
| type = [[Indian whisky]]
| abv = 42.8%<ref name="tastings">{{Cite web |title=Spirits Review for Signature Rare Aged Whisky $6 |url=http://www.tastings.com/scout_spirits.lasso?id=187788 |url-status=dead |archive-url=https://web.archive.org/web/20130324195941/http://tastings.com/scout_spirits.lasso?id=187788 |archive-date=24 March 2013 |access-date=16 June 2013 |publisher=Tastings.com}}</ref>
| manufacturer = [[United Spirits Ltd]] (USL)<br>([[Diageo]])
| origin = [[India]]
| introduced = 1994
| discontinued =
| colour = Bright amber<ref name="tastings" />
| flavour =
| ingredients = {{ubl|aged Indian [[malt]]|aged [[Scotch whisky]]}}
| variants = {{ubl|Signature Rare Aged|Signature Premier Grain}}
| related = {{ubl|[[Bagpiper (whisky)|Bagpiper]]|[[McDowell's No.1]]|[[Director's Special (whisky)|Director's Special]]|[[DSP Black]]|[[Royal Challenge]]|[[Antiquity (whisky)|Antiquity]]}}
| website = {{URL|www.diageoindia.com/brands/brand-profiles/signature/}}
}}

'''Signature''', also known as '''McDowell's Signature''', is a brand of [[Indian whisky]], manufactured by [[United Spirits Ltd]] (USL), a subsidiary of [[Diageo]]. It was launched in 1994.<ref name="thehindubusinessline2004">{{Cite news |date=5 February 2004 |title=UB expects CSD sales to boost Signature whisky |work=[[Business Line]] |url=http://www.thehindubusinessline.in/2004/02/05/stories/2004020501190600.htm |access-date=16 June 2013}}</ref><ref name="financialexpress1">{{Cite news |date=4 July 2003 |title=UB Spirits Division Eyes 27% Growth For Signature Sales |work=[[The Financial Express (India)|The Financial Express]] |url=http://www.financialexpress.com/news/ub-spirits-division-eyes-27-growth-for-signature-sales/86468 |access-date=16 June 2013}}</ref> Signature is a blend of imported [[Scotch whisky]] and locally produced products.<ref name="unitedspirits1">{{Cite web |title=Signature |url=http://www.unitedspirits.in/signature-whisky.aspx |access-date=16 June 2013 |publisher=Unitedspirits.in |archive-date=16 May 2013 |archive-url=https://web.archive.org/web/20130516084745/http://www.unitedspirits.in/signature-whisky.aspx |url-status=dead }}</ref> Signature is sold in octagonal bottles which were designed by London-based design firm Claessens International, who also designed the [[Packaging and labeling|packaging]] of the bottle.<ref name="thehindubusinessline1">{{Cite news |date=6 August 2004 |title=UB's 'Signature' whisky in TN |work=[[Business Line]] |url=http://www.thehindubusinessline.in/2004/08/06/stories/2004080602181900.htm |access-date=16 June 2013}}</ref> It is available in two variants – Signature Rare Aged and Signature Premier Grain.<ref name="unitedspirits1" />

==History==
Signature was launched in 1994 by [[United Spirits Ltd]], formerly known as McDowell Spirits Ltd.<ref name="thehindubusinessline2004" /><ref name="financialexpress1" /><ref>{{Cite web |title=United Spirits Ltd Background details about Company Profile |url=http://www.indiainfoline.com/Markets/Company/Background/Company-Profile/United-Spirits-Ltd/532432 |access-date=16 June 2013 |publisher=Indiainfoline.com}}</ref>

Signature was initially available in [[quart]]s (750 ml bottles). 180 ml and 375 ml sizes were introduced in October 1999.<ref name="financialexpress2">{{Cite news |date=9 September 1999 |title=Signature Whisky in nips and pints |work=[[The Financial Express (India)|The Financial Express]] |url=http://www.financialexpress.com/old/fe/daily/19990909/fco09081.html |url-status=dead |access-date=16 June 2013 |archive-url=https://web.archive.org/web/20131224083855/http://www.financialexpress.com/old/fe/daily/19990909/fco09081.html |archive-date=24 December 2013}}</ref> Initially launched in the super-premium segment of the Indian whisky market, Signature was lowered to the premium category in 2001.<ref name="indiatimes11162001">{{Cite news |date=16 November 2001 |title=Signature whisky pushed to premium category |work=[[The Economic Times]] |url=http://articles.economictimes.indiatimes.com/2001-11-16/news/27467803_1_signature-whisky-indian-whisky-super-premium |access-date=16 June 2013 |archive-url=https://web.archive.org/web/20131224083855/http://www.financialexpress.com/old/fe/daily/19990909/fco09081.html |archive-date=24 December 2013}}</ref> Signature began being sold in Canteen Stores Depot (CSD) for defence services in January 2002.<ref>{{Cite news |date=9 January 2002 |title=Defence canteen supply – McDowell's Signature takes on Royal Challenge whisky |work=[[Business Line]] |url=http://www.thehindubusinessline.in/2002/01/09/stories/2002010900500500.htm |access-date=16 June 2013}}</ref> Signature was launched in [[Tamil Nadu]] on 5 August 2004.<ref name="thehindubusinessline1" />

==Marketing==
Signature's marketing associates the brand with lifestyle events and "elite sports"<ref name="indiatimes11162001" /><ref name="indiatimes2002">{{Cite news |last=Anil Urs |date=3 October 2002 |title=McDowell's Signature to enter defence canteen stores |work=[[The Economic Times]] |url=http://articles.economictimes.indiatimes.com/2002-10-03/news/27361025_1_signature-whisky-shaw-wallace-s-royal-challenge-defence |archive-url=https://web.archive.org/web/20130420112121/http://articles.economictimes.indiatimes.com/2002-10-03/news/27361025_1_signature-whisky-shaw-wallace-s-royal-challenge-defence |url-status=dead |archive-date=20 April 2013 |access-date=16 June 2013}}</ref> such as golf, [[Derby (horse race)|derby]], [[tennis]] and polo, besides hosting seminars featuring experts in the field of management and marketing, as well as promoting theatre.<ref name="thehindubusinessline2004" /><ref name="financialexpress1" /> Signature sponsors the [[McDowell's Indian Derby]], an annual horse racing event, as well as "Signature IPL Nights", the after match parties of the [[Indian Premier League]]. Another event sponsored by the brand is the annual "Signature Fashion Tour".<ref name="unitedspirits1" /> The Signature polo team won the Indian Open Polo Championship in 2002. The McDowell's Signature Club Golf Championship, sponsored by the brand, was launched in 2002.<ref name="financialexpress1" />

Signature sponsored Boniface Prabhu's participation at the 2003 French Open [[Wheelchair Tennis]] Championship.<ref>{{Cite news |date=25 June 2003 |title=Signature to sponsor Boniface Prabhu |work=[[Business Line]] |url=http://www.thehindubusinessline.in/2003/06/25/stories/2003062500910600.htm |access-date=16 June 2013}}</ref> The following year, and advertised at sports and theatre events, with an advertising budget of {{INR}}8–10 crore that year. It also unveiled an "Icon Series" advertising campaign, which featured entrepreneurs Alok Kejriwal of Contest2Win and Jay Galla of Amaron Batteries "as people who came from nowhere to script new corporate success stories".<ref name="thehindubusinessline2004" />

In July 2006, Mudra, [[Bangalore]] took as the creative agency for the Signature brand from Rediffusion DY&R, Bangalore.<ref>{{Cite web |date=25 July 2006 |title=Mudra bags the creative duties for McDowell's Signature Whisky |url=http://www.afaqs.com/news/story.html?sid=15590_Mudra+bags+the+creative+duties+for+McDowells+Signature+Whisky |access-date=16 June 2013 |publisher=Afaqs.com}}</ref> In November 2012, [[Akshay Kumar]] was signed as the [[brand ambassador]] of Signature for their 13-week "Success is living in the spotlight" campaign.<ref>{{Cite news |date=19 November 2012 |title=Akshay new brand ambassador of McDowell Signature |work=[[Daily News and Analysis|DNA]] |url=http://www.dnaindia.com/entertainment/1766663/report-akshay-new-brand-ambassador-of-mcdowell-signature |access-date=16 June 2013}}</ref> [[Abhay Deol]] was the brand ambassador for Signature Premier in 2012.<ref name="indiaprwire1">{{Cite web |date=22 June 2012 |title=India's First Aged Whisky – Signature Premier – Completes its Maiden Year on a High |url=http://www.indiaprwire.com/pressrelease/food/20120622123215.htm |access-date=16 June 2013 |publisher=Indiaprwire.com}}</ref><ref name="centralchronicle1">{{Cite web |date=30 June 2012 |title=India's First Aged Whisky – Signature Premier – Completes its Maiden Year on a High |url=http://www.centralchronicle.com/indias-first-aged-whisky-signature-premier-completes-its-maiden-year-on-a-high.html |access-date=16 June 2013 |publisher=Central Chronicle}}</ref>

==Sales==
In the 2008–09 [[fiscal year]], sales of Signature whisky crossed 1 million cases for the first time.<ref>{{Cite news |date=29 April 2009 |title=United Spirits FY09 profit falls 5% |work=[[The Economic Times]] |url=http://articles.economictimes.indiatimes.com/2009-04-29/news/28484423_1_net-profit-march-quarter-consolidated-total-income |archive-url=https://web.archive.org/web/20160305082224/http://articles.economictimes.indiatimes.com/2009-04-29/news/28484423_1_net-profit-march-quarter-consolidated-total-income |url-status=dead |archive-date=5 March 2016 |access-date=16 June 2013}}</ref>

The following table shows the annual sales of Signature Rare:

{| class="wikitable"
|-
! Year !! Sales (in million cases)
|-
| 1998–99 || 0.018<ref name="financialexpress1" />
|-
| 2000 || 0.20<ref name="indiatimes11162001" />
|-
| 2002 || 0.18<ref name="financialexpress1" />
|-
| 2003 || 0.22<ref>{{Cite news |date=16 March 2004 |title=Seagram knocks out Royal Challenge from top slot in AP |work=[[Business Line]] |url=http://www.thehindubusinessline.in/2004/03/16/stories/2004031602010600.htm |access-date=16 June 2013}}</ref>
|-
| 2009 || 1.1<ref name="thespiritsbusiness">{{Cite web |date=18 July 2012 |title=WORLD WHISKIES – Brand Champions 2012 |url=http://www.thespiritsbusiness.com/2012/07/world-whiskies-brand-champions-2012/ |access-date=8 June 2013 |publisher=Thespiritsbusiness.com}}</ref>
|-
| 2010 || 1.3<ref name="thespiritsbusiness" />
|-
| 2011 || 1.6<ref name="thespiritsbusiness" />
|-
| 2012 || 1.8<ref>{{Cite web |date=July 2013 |title=Indian Whisky Brand Champions 2013 |url=http://www.thespiritsbusiness.com/2013/07/indian-whisky-brand-champions-2013/ |access-date=2013-12-23 |website=Thespiritsbusiness.com}}</ref>
|}

==Awards==

===Signature Rare===
* Bronze at the ''Concours Mondial de Bruxelles''.<ref name="unitedspirits2" />
* Gold in "Blended Whisky (Under 10 Years Old)" category at the 2010 International Whisky Competition in Chicago.<ref>{{Cite web |date=18 April 2010 |title=The 2010 International Whisky Competition Announces the Official Results for the Best Whiskies of the Year |url=http://whiskycompetition.com/blog/the-2010-international-whisky-competition-announces-the-official-results-for-the-best-whiskies-of-the-year/ |url-status=dead |archive-url=https://web.archive.org/web/20120705094920/http://whiskycompetition.com/blog/the-2010-international-whisky-competition-announces-the-official-results-for-the-best-whiskies-of-the-year/ |archive-date=5 July 2012 |access-date=16 June 2013 |publisher=Whiskycompetition.com}}</ref>
* Indiastar Award in 2002 for "its innovative concept, visual appeal and convenience".<ref>{{Cite web |date=5 December 2002 |title=Indiastar Award 2002 goes to McDowell's Signature Rare Whisky Mobile Bar Pack |url=http://www.afaqs.com/news/story.html?sid=5238&p=1 |access-date=16 June 2013 |publisher=Afaqs.com}}</ref>
* Silver and best in class at the 2005 [[International Wine and Spirit Competition]].<ref name="unitedspirits2">{{Cite web |title=Signature Award |url=http://www.unitedspirits.in/whisky-brands.aspx?id=28&val=fourth |access-date=16 June 2013 |publisher=Unitedspirits.in}}</ref>

===Signature Premier===
*"Whisky of the Year 2012" at the International Whisky Competition in Chicago<ref name="indiaprwire1" /><ref name="centralchronicle1" /><ref>{{Cite web |date=18 April 2012 |title=International Whisky Competition Unveils Winning Whiskies for 2012 |url=http://whiskycompetition.com/blog/international-whisky-competition-unveils-winning-whiskies-for-2012/ |url-status=dead |archive-url=https://web.archive.org/web/20130923182841/http://whiskycompetition.com/blog/international-whisky-competition-unveils-winning-whiskies-for-2012/ |archive-date=23 September 2013 |access-date=16 June 2013 |publisher=Whiskycompetition.com}}</ref>
*"Whisky of the Year 2012" at the World Spirits Awards in [[Austria]]<ref name="indiaprwire1" /><ref name="centralchronicle1" />
*Second among "[[India]]'s Most Trusted Whisky Brands 2014" according to the Brand Trust Report, a study conducted by Trust Research Advisory<ref>{{Cite web |title=India's Most Trusted Alcoholic Beverages 2014 |url=http://www.trustadvisory.info/mab-14/Alcoholic%20beverages.htm |url-status=dead |archive-url=https://web.archive.org/web/20140327205619/http://trustadvisory.info/mab-14/Alcoholic%20beverages.htm |archive-date=27 March 2014 |publisher=Trust Research Advisory}}</ref>
*Silver at the Ninth ISW International Spirits Competition in Germany<ref name="indiaprwire1" /><ref name="centralchronicle1" />

==See also==

* [[List of whisky brands]]

==References==
{{reflist}}

==External links==
* [http://www.unitedspirits.in/ USL official site] {{Webarchive|url=https://web.archive.org/web/20130727001818/http://unitedspirits.in/ |date=27 July 2013 }}

{{portalbar|Liquor}}{{Alcoholic drinks}}{{United Spirits}}
[[Category:Diageo brands]]
[[Category:United Spirits brands]]
[[Category:Indian whisky]]
[[Category:Products introduced in 1994]]
[[Category:Whisky brands]]

Signature (whisky) - Revision history

KellyePoindexter: details