Signature (whisky)
| Type | Indian whisky |
|---|---|
| Manufacturer | United Spirits Ltd (USL) |
| Country of origin | India |
| Introduced | 1994 |
| Alcohol by volume | 42.8% |
| Colour | Bright amber |
| Ingredients |
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| Variants |
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| Related products | |
| Website | unitedspirits.in/signature-whisky.aspx |
Signature, also known as McDowell's Signature, is a brand of Indian whisky, manufactured by United Spirits Ltd (USL), a Diageo Group company. It was launched in 1994. It is a blend of imported Scotch whisky and locally produced products., and is sold in octagonal bottles. It is available in two variants - Signature Rare Aged and Signature Premier Grain.
Signature was launched in 1994 by United Spirits Ltd, formerly known as McDowell Spirits Ltd.
Signature was initially available in quarts (750 ml bottles). 180 ml and 375 ml sizes were introduced in October 1999. Initially launched in the super-premium segment of the Indian whisky market, Signature was lowered to the premium category in 2001. Signature began being sold in Canteen Stores Depot (CSD) for defence services in January 2002. Signature was launched in Tamil Nadu on 5 August 2004.
Signature's marketing associates the brand with lifestyle events and "elite sports" such as golf, derby, tennis and polo, besides hosting seminars featuring experts in the field of management and marketing, as well as promoting theatre. Signature sponsors the McDowell's Indian Derby, an annual horse racing event, as well as "Signature IPL Nights", the after match parties of the Indian Premier League. Another event sponsored by the brand is the annual "Signature Fashion Tour". The Signature polo team won the Indian Open Polo Championship in 2002. The McDowell’s Signature Club Golf Championship, sponsored by the brand, was launched in 2002.
Signature sponsored Boniface Prabhu's participation at the 2003 French Open Wheelchair Tennis Championship. The following year, and advertised at sports and theatre events, with an advertising budget of ₹8-10 crore that year. It also unveiled an "Icon Series" advertising campaign, which featured entrepreneurs Alok Kejriwal of Contest2Win and Jay Galla of Amaron Batteries "as people who came from nowhere to script new corporate success stories".
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