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Frozen wonder

india Updated: Feb 19, 2009 20:31 IST
Girija Duggal
Girija Duggal
Hindustan Times
Highlight Story

Here’s a whisky that gives ‘on the rocks’ a whole new meaning. The Snow Grouse is the first and only whisky in the world designed to be served chilled, straight from the freezer! Launched in the global duty free markets in 2007 by the makers of The Famous Grouse, the spirit may soon hit the Indian market.

The Snow Grouse is a grain whisky which, when chilled to minus 18 degrees in special ‘Frozen Serve’ machines, becomes “gloopy — viscous, syrupy and a little thick” and is meant to be had in shot glasses, says Gerry O’Donnell, director, The Famous Grouse. You don’t need the machine to enjoy the spirit — the bottle can be stocked in the home refrigerator or even be served at room temperature.

O’Donnell hopes the whisky will attract the young brigade, not only because of the concept but also because it is a light, slightly sweet blend. At the same time, he says, “Regular scotch drinkers are equally excited that something new and innovative is being served to them.”

In fact, a market survey in three Indian cities — Delhi, Mumbai and Chandigarh — gave “some of the best results [we’ve seen] internationally,” he reveals.The launch date of The Snow Grouse and The Black Grouse, another new product, is yet to be finalised (the tentative price for a 750 ml bottle would be Rs 1,700). Still, keep a spot in the freezer ready.