Royal Challenge, commonly referred to by the abbreviation RC, is a brand of Indian whisky, manufactured by United Spirits Ltd (USL), a subsidiary of Diageo. It was launched in the early 1980s.[1] According to Binod K. Maitin, a United Breweries technician who oversees all the liquor blends for the company, Royal Challenge is a grain flavored whisky, blended with Scotch malts and Indian malts.[2][3] In an article for The Wall Street Journal, reporter Eric Felton states that, "About 12% of the blend comes from real malt whiskies: some of it made in India, some actual Scotch. The rest of the mix is a neutral spiritdistilled from molasses. (It's much easier and cheaper to grow sugar cane than barley in India.) That means that, strictly speaking, Royal Challenge, like most Indian "whisky", is actually a rum flavored to pass as whisky."[4] The manufacturer has refused to state the percentage of Scotch whisky used in the blend.[2] In the United States, Royal Challenge is referred to as "spirit whisky".[5] Besides India, Royal Challenge is sold in several other countries including the Middle East and the United States.[2][3]
History
Royal Challenge was originally manufactured by Shaw Wallace and launched in India in the early 1980s. In March 2000, Shaw Wallace re-launched the brand with new packaging and advertising created by Ammiratis Puris Lintas.[6]
United Spirits Ltd (USL), a Diageo group company, acquired Shaw Wallace in July 2005.[7] On 1 April 2008, Shaw Wallace was merged with USL and Royal Challenge officially became a USL brand.[8] The same month, the UB Group hired Claessens International to redesign the packaging of Royal Challenge.[9][10]
Royal Challenge was officially introduced in the United States by American United Beer & Spirits (UBS) at the Wine and Spirits Wholesalers of America Conference in April 2012.[11]
Marketing
In an early advertising campaign, Shaw Wallace described its products as "India's most wanted" and "The competition's envy, Shaw Wallace's pride".[12] In December 2003, Royal Challenge launched a new advertising campaign, "What's life without Royal Challenge". The new campaign sought to portray the Royal challenge drinker as a "young contemporary urban male who exudes relaxed confidence". The campaign, created by Orchard, was estimated to cost Shaw Wallace ₹ 12-14 crore.[13] Royal Challenge has often sponsored golf events like the CII Golf championship, the Indian Golf Championship and the Indian Open Golf, and also associated itself with the sport.[14] In 2004, Bangalore-based Golfware India Pvt Ltd was licensed to manufacture and distribute golf clubs and accessories with the Royal Challenge logo.[15]
The Indian Premier League (IPL) team Royal Challengers Bangalore was named after and is sponsored by Royal Challenge.[citation needed] The team was first unveiled on 12 March 2008.[16] A PIL was later filed by a Faridabad-based resident Krishan Kumar Aggarwal,[17] who alleged that the UB Group was seeking to promote its liquor brand under the garb of the IPL team. The Supreme Court dismissed the petition on 29 April 2008.[18] Royal Challenge also partners other IPL teams (Delhi Captitals and Kings XI Punjab) and the Sahara Force India Formula 1.[19]
In February 2012, American United Beer & Spirits (UBS), the exclusive United States importer and distributor of the UB Group, signed Indian actress-turned-enterpreuner Pooja Batra to represent Royal Challenge whisky in the US.[2]
Sales
Royal Challenge led the premium whisky segment by sales volume throughout India during the 1980s and 1990s. It held this position until 2004.[20]
In the 2003–04 fiscal year (ending 31 March 2004), Royal Challenge become the first premium whisky to cross one million cases in a year. It accounted for 65% of the 1.5 million-case premium whisky segment of the Indian Made Foreign Liquor (IMFL) industry.[21]
The following table shows the annual sales of Royal Challenge:
