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{{Short description|Brand of Indian whisky}}
{{Short description|Brand of Indian Whisky}}
{{Infobox Beverage
{{Infobox Beverage
| name         = Bagpiper
| name = Bagpiper
| image       = Bagpiper.jpg  
| image = Bagpiper.jpg
| image_size   = 220px
| image_size = 220px
| caption     =
| caption =  
| type         = [[Indian whisky]]
| type = [[Indian whisky]]
| abv         = 42.8%
| abv = 42.8%
| manufacturer = [[United Spirits Ltd]] (USL)
| manufacturer = [[United Spirits Ltd]] (USL)<br>([[Diageo]])
| origin       = [[India]]
| origin = [[India]]
| introduced   = October 1976  
| introduced = October 1976
| discontinued =
| discontinued = Bagpipes
| colour       = Brown
| colour = Brown
| flavour     = Light malty aroma, smooth woody character
| flavour = Light malty aroma, smooth woody character
| ingredients =
| ingredients =  
| variants     = Bagpiper<br />Bagpiper Gold  
| variants = Bagpiper<br />Bagpiper Gold
| related     = {{ubl|[[McDowell's No.1]]|[[Director's Special (whisky)|Director's Special]]|[[DSP Black]]|[[Royal Challenge]]|[[Signature (whisky)|Signature]]|[[Antiquity (whisky)|Antiquity]]}}
| related = {{ubl|[[McDowell's No.1]]|[[Director's Special (whisky)|Director's Special]]|[[DSP Black]]|[[Royal Challenge]]|[[Signature (whisky)|Signature]]|[[Antiquity (whisky)|Antiquity]]}}
| website     = [http://www.unitedspirits.in/bagpiper-whisky.aspx unitedspirits.in/bagpiper-whisky.aspx]
| website = {{URL|http://www.unitedspirits.in/bagpiper-whisky.aspx|unitedspirits.in/bagpiper}}
}}
}}


'''Bagpiper''' is a brand of [[Indian whisky]], manufactured by [[United Spirits Ltd]] (USL), a subsidiary of the [[United Breweries Group]], and launched in October 1976. Bagpiper is sold in a square bottle with black and gold packaging design. The company describes the whisky's flavour as "a light malty aroma and a hint of a smooth woody character, owing to the use of malt spirits specifically matured in pre-identified American [[oak]] [[cask]]s".<ref name="unitedspirits.in">[http://www.unitedspirits.in/bagpiper-whisky.aspx Whisky – Antiquity, Bagpiper, and Mc Dowell's No 1, Royal Challenges, Signature] {{Webarchive|url=https://web.archive.org/web/20130508090256/http://www.unitedspirits.in/bagpiper-whisky.aspx |date=2013-05-08 }}. Unitedspirits.in. Retrieved on 2013-12-23.</ref> It is similar to a [[blended whisky]] flavored with [[pot still]] [[malt whisky]], but the [[neutral spirits]] used as base are distilled from [[molasses]] instead of [[Food grain|grain]].
'''Bagpiper''' is a brand of [[Indian whisky]], manufactured by [[United Spirits Ltd]] (USL), a subsidiary of [[Diageo]]. It was launched in October 1976. Bagpiper is sold in a square bottle with black and gold packaging design. The company describes the whisky's flavour as "a light malty aroma and a hint of a smooth woody character, owing to the use of malt spirits specifically matured in pre-identified American [[oak]] [[cask]]s".<ref name="unitedspirits.in">[http://www.unitedspirits.in/bagpiper-whisky.aspx Whisky – Antiquity, Bagpiper, and Mc Dowell's No 1, Royal Challenges, Signature] {{Webarchive|url=https://web.archive.org/web/20130508090256/http://www.unitedspirits.in/bagpiper-whisky.aspx |date=2013-05-08 }}. Unitedspirits.in. Retrieved on 2013-12-23.</ref> It is similar to a [[blended whisky]] flavored with [[pot still]] [[malt whisky]], but the [[neutral spirits]] used as base are distilled from [[molasses]] instead of [[Food grain|grain]].


The brand uses tamper-proof bottles. It also introduced whisky in [[Tetra Pak]].  Bagpiper was the seventh largest selling spirits brand by volume in 2010, according to London-based liquor research firm International Wine & Spirit Research (IWSR). The brand sold 16.92 million cases of 9 litres each that year. It was ranked ninth in the 2009.<ref name=":0">[http://articles.economictimes.indiatimes.com/2011-07-15/news/29777847_1_liquor-brands-indian-whisky-indian-liquor McDowell's No.1 is World's No. 10 among biggest global spirits brands by volume – Economic Times]. Articles.economictimes.indiatimes.com (2011-07-15). Retrieved on 2013-12-23.</ref>
The brand uses tamper-proof bottles. It also introduced whisky in [[Tetra Pak]].  Bagpiper was the seventh largest selling spirits brand by volume in 2010, according to London-based liquor research firm International Wine & Spirit Research (IWSR). The brand sold 16.92 million cases of 9 litres each that year. It was ranked ninth in the 2009.<ref name=":0">[https://web.archive.org/web/20130401225632/http://articles.economictimes.indiatimes.com/2011-07-15/news/29777847_1_liquor-brands-indian-whisky-indian-liquor McDowell's No.1 is World's No. 10 among biggest global spirits brands by volume – Economic Times]. Articles.economictimes.indiatimes.com (2011-07-15). Retrieved on 2013-12-23.</ref>


Bagpiper is exported to ten countries,<ref name="unitedspirits.in"/> including those in the [[Middle East]].<ref name=":0" />
Bagpiper is exported to ten countries,<ref name="unitedspirits.in"/> including those in the [[Middle East]].<ref name=":0" />


==History==
==History==
Bagpiper was launched in 1976 by Herbertsons Limited, which had been acquired by the United Breweries Group in 1973. Herbertsons Limited was merged with several other UB Group-owned companies to form United Spirits Limited in 2006.<ref>{{cite web|url=http://www.ambrosiaindia.com/2011/april/ub-groups.pdf |title=Editorial |date=2011 |website=www.ambrosiaindia.com |format=PDF |access-date=2019-07-06}}</ref>
Bagpiper was launched in 1976 by Herbertsons Limited, which had been acquired by the United Breweries Group in 1973. Herbertsons Limited was merged with several other UB Group-owned companies to form United Spirits Limited in 2006.<ref>{{cite web |url=http://www.ambrosiaindia.com/2011/april/ub-groups.pdf |title=Editorial |date=2011 |website=www.ambrosiaindia.com |format=PDF |access-date=2019-07-06 |archive-date=2018-10-03 |archive-url=https://web.archive.org/web/20181003020055/http://www.ambrosiaindia.com/2011/april/ub-groups.pdf |url-status=dead }}</ref>


In 1993, with [[Dharmendra]] as [[brand ambassador]], the brand introduced the slogan of "''Khoob Jamega Rang Jab Mil Bhaitenge Teen Yaar. Aap, Mein Aur Bagpiper''"{{clarify|date=June 2013}}, and the company continues to use the slogan in its advertising. Bagpiper has had several [[Bollywood]] stars as brand ambassadors including [[Ashok Kumar]], [[Jackie Shroff]], Dharmendra, [[Sunny Deol]], [[Shah Rukh Khan|Shahrukh Khan]] and [[Ajay Devgn]].
In 1993, with [[Dharmendra]] as [[brand ambassador]], the brand introduced the slogan of "''Khoob Jamega Rang Jab Mil Bhaitenge Teen Yaar. Aap, Mein Aur Bagpiper''"{{clarify|date=June 2013}}, and the company continues to use the slogan in its advertising. Bagpiper has had several [[Bollywood]] stars as brand ambassadors including [[Ashok Kumar]], [[Jackie Shroff]], Dharmendra, [[Sunny Deol]], [[Shah Rukh Khan|Shahrukh Khan]] and [[Ajay Devgn]].


Bagpiper was India's largest selling whisky from 2005 until 2010,<ref>[http://www.unitedspirits.in/bagpiper.aspx ] {{webarchive |url=https://web.archive.org/web/20111004183908/http://www.unitedspirits.in/bagpiper.aspx |date=October 4, 2011 }}</ref> when it was overtaken by [[Officer's Choice]], which is manufactured by Allied Blenders & Distillers (ABD).<ref>{{cite web|title=Allied Blenders & Distillers |url=http://www.abdindia.com/home.asp |access-date=10 May 2012 |url-status=dead |archive-url=https://web.archive.org/web/20120517002047/http://abdindia.com/home.asp |archive-date=17 May 2012 }}</ref>
Bagpiper was India's largest selling whisky from 2005 until 2010,<ref>[http://www.unitedspirits.in/bagpiper.aspx] {{webarchive|url=https://web.archive.org/web/20111004183908/http://www.unitedspirits.in/bagpiper.aspx|date=October 4, 2011}}</ref> when it was overtaken by [[Officer's Choice]], which is manufactured by Allied Blenders & Distillers (ABD).<ref>{{cite web|title=Allied Blenders & Distillers |url=http://www.abdindia.com/home.asp |access-date=10 May 2012 |url-status=dead |archive-url=https://web.archive.org/web/20120517002047/http://abdindia.com/home.asp |archive-date=17 May 2012 }}</ref>


==Sales==
==Sales==
[[File:Bagpiper whisky advertisement in Pondicherry.jpg|thumb|Bagpiper whisky advertisement painted on a liquor store wall in [[Pondicherry]]]]
{{more citations needed|date=September 2021}}
* 1987: Annual sales of 1 million cases
* 1987: Annual sales of 1 million cases
* 1991: Annual sales of 2 million cases
* 1991: Annual sales of 2 million cases
Line 45: Line 45:
* 2009: Annual sales of 16.3 million cases.<ref name="thespiritsbusiness1"/>
* 2009: Annual sales of 16.3 million cases.<ref name="thespiritsbusiness1"/>
* 2010: Annual sales of 16.4 million cases.<ref name="thespiritsbusiness1"/>
* 2010: Annual sales of 16.4 million cases.<ref name="thespiritsbusiness1"/>
* 2011: Annual sales of 15.8 million cases.<ref>{{cite news|title=Officer's Choice world's largest whisky brand|url=http://articles.economictimes.indiatimes.com/2012-04-29/news/31477480_1_officer-s-choice-chhabria-led-bagpiper|newspaper=Economic Times|date=April 29, 2012}}</ref>
* 2011: Annual sales of 15.8 million cases.<ref>{{cite news|title=Officer's Choice world's largest whisky brand|url=http://articles.economictimes.indiatimes.com/2012-04-29/news/31477480_1_officer-s-choice-chhabria-led-bagpiper|archive-url=https://web.archive.org/web/20140627022659/http://articles.economictimes.indiatimes.com/2012-04-29/news/31477480_1_officer-s-choice-chhabria-led-bagpiper|url-status=dead|archive-date=June 27, 2014|newspaper=Economic Times|date=April 29, 2012}}</ref>
* 2012: Annual sales of 14 million cases.<ref name="thespiritsbusiness1"/>
* 2012: Annual sales of 14 million cases.<ref name="thespiritsbusiness1"/>


==References==
==References==
<references/>{{Alcohol-stub}}{{Alcoholic drinks}}{{United Spirits}}
<references/>{{Alcoholic drinks}}{{United Spirits}}
 
[[Category:Diageo brands]]
[[Category:United Spirits brands]]
[[Category:Indian whisky]]
[[Category:Indian whisky]]
[[Category:Products introduced in 1976]]
[[Category:Products introduced in 1976]]
[[Category:Alcoholic drink brands]]
[[Category:Whisky brands]]
[[Category:United Spirits brands]]
{{distilled-drink-stub}}

Latest revision as of 11:02, 12 March 2026


Template:Infobox Beverage

Bagpiper is a brand of Indian whisky, manufactured by United Spirits Ltd (USL), a subsidiary of Diageo. It was launched in October 1976. Bagpiper is sold in a square bottle with black and gold packaging design. The company describes the whisky's flavour as "a light malty aroma and a hint of a smooth woody character, owing to the use of malt spirits specifically matured in pre-identified American oak casks".[1] It is similar to a blended whisky flavored with pot still malt whisky, but the neutral spirits used as base are distilled from molasses instead of grain.

The brand uses tamper-proof bottles. It also introduced whisky in Tetra Pak. Bagpiper was the seventh largest selling spirits brand by volume in 2010, according to London-based liquor research firm International Wine & Spirit Research (IWSR). The brand sold 16.92 million cases of 9 litres each that year. It was ranked ninth in the 2009.[2]

Bagpiper is exported to ten countries,[1] including those in the Middle East.[2]

History[edit | edit source]

Bagpiper was launched in 1976 by Herbertsons Limited, which had been acquired by the United Breweries Group in 1973. Herbertsons Limited was merged with several other UB Group-owned companies to form United Spirits Limited in 2006.[3]

In 1993, with Dharmendra as brand ambassador, the brand introduced the slogan of "Khoob Jamega Rang Jab Mil Bhaitenge Teen Yaar. Aap, Mein Aur Bagpiper"[clarification needed], and the company continues to use the slogan in its advertising. Bagpiper has had several Bollywood stars as brand ambassadors including Ashok Kumar, Jackie Shroff, Dharmendra, Sunny Deol, Shahrukh Khan and Ajay Devgn.

Bagpiper was India's largest selling whisky from 2005 until 2010,[4] when it was overtaken by Officer's Choice, which is manufactured by Allied Blenders & Distillers (ABD).[5]

Sales[edit | edit source]

  • 1987: Annual sales of 1 million cases
  • 1991: Annual sales of 2 million cases
  • 1993: Annual sales of 3 million cases
  • 1996: Annual sales of 4 million cases
  • 1998: Annual sales of 5 million cases
  • 2003: Annual sales of 6 million cases
  • 2005: Becomes India's largest selling whisky
  • 2006: Annual sales of 10 million cases
  • 2008: Annual sales of 15.4 million cases[6]
  • 2009: Annual sales of 16.3 million cases.[6]
  • 2010: Annual sales of 16.4 million cases.[6]
  • 2011: Annual sales of 15.8 million cases.[7]
  • 2012: Annual sales of 14 million cases.[6]

References[edit | edit source]

  1. ↑ 1.0 1.1 Whisky – Antiquity, Bagpiper, and Mc Dowell's No 1, Royal Challenges, Signature Archived 2013-05-08 at the Wayback Machine. Unitedspirits.in. Retrieved on 2013-12-23.
  2. ↑ 2.0 2.1 McDowell's No.1 is World's No. 10 among biggest global spirits brands by volume – Economic Times. Articles.economictimes.indiatimes.com (2011-07-15). Retrieved on 2013-12-23.
  3. ↑ "Editorial" (PDF). www.ambrosiaindia.com. 2011. Archived from the original (PDF) on 2018-10-03. Retrieved 2019-07-06.
  4. ↑ [1] Archived October 4, 2011, at the Wayback Machine
  5. ↑ "Allied Blenders & Distillers". Archived from the original on 17 May 2012. Retrieved 10 May 2012.
  6. ↑ 6.0 6.1 6.2 6.3 Indian Whisky Brand Champions 2013. Thespiritsbusiness.com (2013-07-08). Retrieved on 2013-12-23.
  7. ↑ "Officer's Choice world's largest whisky brand". Economic Times. April 29, 2012. Archived from the original on June 27, 2014.

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