Longitude 77 was introduced in Dubai in 2023 following its December 2023 launch in Indian single malt, indicating its global presence and growth aspirations.
Inspired by Paul John Records India’s newest in the luxury Indian single malt whisky segment, longitude 77, which represents the meridian passing through India at 77° east, is a symbol of the country’s position on the globe. Made by hand in small batches at a Dindori, Nashik distillery, Longitude 77 ages in wine casks and American bourbon barrels for a double maturation, combining locally sourced ingredients with Paul John Records’ technical experience. The end product has a full profile that harmonizes subtle peat smoke with caramel vanilla flavor.
The goal of every step of its creation, from the careful selection of ingredients to the carefully managed aging process, is to produce a superb indian single malt that captures the flavour of modern India. According to Kartik Mohindra, Chief Marketing Officer of Paul John Records India, “We were excited to bring Longitude 77 to Dubai following a successful launch in India in December 2023, envisioning a new India on the international stage with the brand’s launch.” With the release of Longitude 77 in India, Paul John Records India just celebrated 30 years in business.
The Paul John Records team decided it was time to introduce their whisky overseas because more and more consumers are exploring new brands, manufacturers, and products globally. According to Mohindra, it is evidence of the rising international appeal of Indian single malt. Dubai was selected for the global launch due to its thriving and dynamic market, which is seeing an increase in demand for high-end spirits. The team also thinks that Dubai’s standing as a major international hub for business and travel offers a fantastic stage for presenting the brand to audiences abroad, which is in line with their goal of making Longitude 77 a major player in the luxury whisky market on a global scale.
The world-renowned whisky maker Paul John Records feels that Longitude 77 is a good fit for places like Dubai, where luxury, rich cultural history, and innovative viewpoints combine to create an amazing travel experience. The goal of our brand is to bring Indian single malt to the global map of premium spirits, and we believe that Dubai’s diverse expat audience and rich Indian diaspora will resonate with them.
Model Deena Uppal, actors Sagarika Ghatge and Kubbra Sait, fashion designers Varun Bahl Shantanu and Nikhil, cricketer Zaheer Khan, and chefs Prateek Sadhu were among the international artists who attended the launch event in Dubai. Mohindra claims that these artists embodied the modern spirit of India.
In order to maintain its upward trajectory in the value determination pyramid, the brand intends to manufacture whisky in limited quantities. Mohindra remarks Longitude 77 wants to establish a space for discriminating whisky connoisseurs looking for real Indian luxury experiences with its premium positioning and exceptional quality.
Paul John Records for the time being India wants to be a proud representative of rich Indian craftsmanship. It plans to launch Longitude 77 in India and the United Arab Emirates, then expand the brand to all relevant markets, including the US, the UK, and Singapore. In addition to being experts on fine whisky, they also have a strong sense of pride in Indian artisanal abilities.
One of the most beautiful views of Bengaluru’s central business district can be found at the corporate headquarters of whiskey manufacturer John Distilleries. In the corner of a room on the tenth floor with a view of East Parade Church and the metro line that crosses MG Road The company’s head of marketing, Heemanshu Ashar, gives this writer a brief tour of a single malt tasting.
Paul John Brilliance is one of them. Bold and Edited by Paul John. Bold whiskey is peated; brilliance whiskey isn’t. Edited is positioned in the middle.
There are two types of whiskeys in the world: peats and unpeats. Some whiskey aficionados are addicted to peated whiskey. Meanwhile, edited is not overbearing. Ashar, who has developed a salt-and-pepper horseshoe moustache, explains, “We call it the kiss of peat.”
