American United Beer & Spirits, the exclusive U.S. importer and distributor of India’s largest alcohol beverage company, The United Breweries Group, introduced three spirit brands at the largest liquor convention in the world, The Wine & Spirits Wholesalers of America Conference, which took place in Las Vegas, Nevada, Apr. 2 to 5.
Spirit connoisseurs got their first taste of Royal Challenge Whisky, Romanov Vodka and Antiquity Whisky, which are now available at select liquor stores in New York, New Jersey, and Chicago.
“We are known to be innovators in the liquor industry,” said Tony Bedi, president of The UB Group, Americas. “Our brands enjoy 59 percent of the market share in India, and we’re proud to be introducing Indian whisky and vodka to the selective liquor consumers in America.”
Indian model, actress and entrepreneur Pooja Batra is the U.S. brand ambassador for Royal Challenge Whisky. Batra, a former Miss India, has acted in several Bollywood and Hollywood films and now runs a multimedia production company called Glowbell Inc.
“As an army brat, I grew up with Royal Challenge Whisky around our home because it still is my father’s drink of choice,” said Batra. “Given that this is a premium product sold at a fraction of the price, the timing to launch this brand in the U.S. could not be more perfect. I’m certain that people of my generation will enjoy this spirit as much as the generation before us.”
The UB Group is the second largest spirits company in the world, and it currently has 140 different liquor brands with exports to more than 50 countries.