John Distilleries is charging only GBP60 for the limited edition single cask Indian whisky

John Distilleries is charging only GBP60 for the limited edition single cask Indian whisky

John Distilleries is looking to entice consumers to its Indian single cask expression in the UK by charging only GBP60 (US$97) per bottle for the product.

The company, which launched Paul John Single Cask 161 in the UK this week, has claimed that the spirit is its first premium Indian whisky offering. Only 150 units will be available exclusively through online retailer The Whisky Exchange.

Speaking at a launch event for the whisky in London yesterday (4 October), marketing director Sanjay Paul noted the low price for the product. “It's not about making money at this stage,” he said. “No mathematics was used here to calculate our price. It's purely about getting out there.”

The company is set to release a heavily-peated bottling later this year.