AB Grain Spirits launches grain based whisky

Chandigarh, Dec 27 (UNI) Master Moments, a premium grain-spirit-based whisky of AB Grain Spirits Pvt Ltd was unveiled at a glitzy affair here yesterday.

A blend of scotch malts and the finest grain spirits, Master Moments is characterised by smooth, well-rounded texture and a rich aroma. The brand is billed as superior to other products in the regular-plus catgegory because of its grain-spirit-base, exquisite blend and packaging.

The brand has been developed and manufactured at the AB Grain Spirits' state-of-the-art distillery in Gurdaspur district of Punjab. The packaging for the brand has been designed by international design houses. The bottle comes with guala caps (one-way pourer) to prevent adulteration and is packed in mono-cartons to ensure that the consumer gets a quality product.

The 750 ml bottle will be priced at Rs 120 in Chandigarh and Rs 160 in Punjab. It will also be available in the pack sizes of 375 ml and 180 ml.

Speaking at the launch Mr Hardeep Singh chadha, MD of the AB group said that Master Moments plans to tap the growing whisky market in northern India. The current market size of Punjab is approximately 50 lakh cases, growing further at an encouraging pace.

After Punjab and Chandigarh, the brand will be launched in Himachal Pradesh, Jammu and Kashmir and Haryana over the next few months, he added.

AB Grain Spirits Pvt Ltd is the flagship of the Rs 2,200 crore Chadha Group promoted by Mr Gurdeep Singh Chadha, Mr Rajender Singh Chadha and Mr Hardeep Singh Chahda. The Group based in New Delhi, Uttar Pradesh and Punjab has interests in food processing, construction, operation of multiplexes, distribution and screening of films, real estate, sugar, paper, distillery and liquor business.

UNI