Amrut Distilleries, a leading player in the spirits industry, has unveiled Bella, the world’s first 100% jaggery-distilled and matured single rum. Made͏͏ from͏͏ nutrient-rich͏͏ jaggery͏͏ sourced͏͏ from͏͏ the͏͏ fertile͏͏ Sahyadri͏͏ range͏͏ and͏͏ Namma͏͏ Mandya,͏͏ Bella͏͏ has͏͏ been͏͏ meticulously͏͏ matured͏͏ for͏͏ six͏͏ years͏͏ in͏͏ ex-bourbon͏͏ barrels͏͏ under͏͏ tropical͏͏ conditions.͏͏ This͏͏ artisanal͏͏ rum͏͏ celebrates͏͏ India’s͏͏ rich͏͏ cultural͏͏ heritage͏͏ and͏͏ commemorates͏͏ the͏͏ 75th͏͏ anniversary͏͏ of͏͏ Amrut͏͏ Distilleries.
Honouring͏͏ Heritage͏͏ Through͏͏ Innovation:
Bella’s͏͏ creation͏͏ can͏͏ be͏͏ traced͏͏ back͏͏ to͏͏ the͏͏ visionary͏͏ leadership͏͏ of͏͏ Shri͏͏ Mr.͏͏ Neelkanta͏͏ Rao͏͏ Jagdale͏͏ (NRJ),͏͏ affectionately͏͏ known͏͏ as͏͏ the͏͏ Father͏͏ of͏͏ Indian͏͏ Single͏͏ Malt.͏͏ His͏͏ profound͏͏ respect͏͏ for͏͏ Indian͏͏ heritage͏͏ and͏͏ culture͏͏ inspired͏͏ the͏͏ development͏͏ of͏͏ Bella.͏͏ Amrut͏͏ has͏͏ revolutionised͏͏ the͏͏ whisky͏͏ industry͏͏ by͏͏ establishing͏͏ a͏͏ new͏͏ category,͏͏ and͏͏ with͏͏ the͏͏ launch͏͏ of͏͏ Bella,͏͏ the͏͏ brand͏͏ reinforces͏͏ its͏͏ commitment͏͏ to͏͏ innovation.͏͏ NRJ’s͏͏ passion͏͏ and͏͏ perseverance͏͏ drove͏͏ him͏͏ to͏͏ create͏͏ a͏͏ rum͏͏ from͏͏ jaggery,͏͏ despite͏͏ the͏͏ absence͏͏ of͏͏ licensing͏͏ provisions͏͏ in͏͏ the͏͏ Karnataka͏͏ Excise͏͏ rules͏͏ at͏͏ the͏͏ time.
“We͏͏ are͏͏ truly͏͏ honoured͏͏ to͏͏ showcase͏͏ my͏͏ Father’s͏͏ vision͏͏ of͏͏ 100%͏͏ Jaggery͏͏ Rum͏͏ today.͏͏ On͏͏ our͏͏ Founder’s͏͏ Day,͏͏ we͏͏ dedicate͏͏ Bella͏͏ to͏͏ him,͏͏ as͏͏ he͏͏ pioneered͏͏ this͏͏ category͏͏ by͏͏ engaging͏͏ with͏͏ the͏͏ progressive͏͏ Karnataka͏͏ Excise,͏͏ which͏͏ awarded͏͏ Amrut͏͏ the͏͏ first͏͏ license͏͏ in͏͏ India͏͏ to͏͏ distill͏͏ Jaggery͏͏ single͏͏ rum͏͏ in͏͏ 2012.͏͏ Following͏͏ a͏͏ soft͏͏ launch͏͏ of͏͏ Bella͏͏ in͏͏ July,͏͏ today͏͏ we͏͏ celebrate͏͏ its͏͏ global͏͏ launch͏͏ at͏͏ the͏͏ Sheraton͏͏ Grand͏͏ Bengaluru͏͏ Whitefield͏͏ Hotel͏͏ and͏͏ Convention͏͏ Centre,”͏͏ stated͏͏ Rakshit͏͏ N.͏͏ Jagdale,͏͏ Managing͏͏ Director͏͏ of͏͏ Amrut͏͏ Distilleries.
Continue͏͏ Exploring:͏͏ Amrut Distilleries wins͏͏ ‘World’s͏͏ Best͏͏ Whiskey’͏͏ title͏͏ at͏͏ 2024͏͏ International͏͏ Spirits͏͏ Challenge
Launch͏͏ at͏͏ Sheraton͏͏ Grand:
“At͏͏ Sheraton͏͏ Grand͏͏ Bengaluru͏͏ Whitefield,͏͏ we͏͏ are͏͏ honoured͏͏ to͏͏ collaborate͏͏ with͏͏ iconic͏͏ brands͏͏ that͏͏ showcase͏͏ India’s͏͏ heritage͏͏ and͏͏ creativity.͏͏ Hosting͏͏ the͏͏ global͏͏ launch͏͏ of͏͏ Bella͏͏ is͏͏ a͏͏ remarkable͏͏ opportunity͏͏ for͏͏ us.͏͏ This͏͏ 100%͏͏ jaggery-distilled͏͏ single͏͏ rum͏͏ introduces͏͏ a͏͏ fascinating͏͏ narrative͏͏ to͏͏ the͏͏ spirits͏͏ market,͏͏ and͏͏ we͏͏ are͏͏ excited͏͏ to͏͏ celebrate͏͏ this͏͏ momentous͏͏ event,”͏͏ said͏͏ Sanjay͏͏ Gupta,͏͏ General͏͏ Manager͏͏ of͏͏ Sheraton͏͏ Grand͏͏ Bengaluru͏͏ Whitefield͏͏ Hotel͏͏ and͏͏ Convention͏͏ Centre.
India͏͏ has͏͏ a͏͏ rich͏͏ history͏͏ of͏͏ rum͏͏ production,͏͏ primarily͏͏ using͏͏ molasses͏͏ and,͏͏ at͏͏ times,͏͏ cane͏͏ juice.͏͏ In͏͏ 2013,͏͏ Amrut͏͏ made͏͏ a͏͏ significant͏͏ breakthrough͏͏ with͏͏ the͏͏ introduction͏͏ of͏͏ Two͏͏ Indies͏͏ Rum,͏͏ a͏͏ distinctive͏͏ blend͏͏ of͏͏ Indian͏͏ jaggery͏͏ and͏͏ Caribbean͏͏ molasses,͏͏ representing͏͏ a͏͏ unique͏͏ fusion͏͏ of͏͏ the͏͏ East͏͏ (India)͏͏ and͏͏ the͏͏ West͏͏ (the͏͏ Caribbean).͏͏ With͏͏ the͏͏ launch͏͏ of͏͏ Bella,͏͏ Amrut͏͏ builds͏͏ on͏͏ this͏͏ legacy͏͏ by͏͏ celebrating͏͏ the͏͏ country’s͏͏ ancient͏͏ relationship͏͏ with͏͏ jaggery,͏͏ a͏͏ natural͏͏ sweetener.
India͏͏ is͏͏ renowned͏͏ as͏͏ the͏͏ first͏͏ producer͏͏ of͏͏ jaggery,͏͏ with͏͏ its͏͏ roots͏͏ extending͏͏ back͏͏ to͏͏ the͏͏ Indus͏͏ Valley͏͏ Civilization.͏͏ However,͏͏ during͏͏ colonization,͏͏ the͏͏ proliferation͏͏ of͏͏ sugar͏͏ mills͏͏ resulted͏͏ in͏͏ the͏͏ widespread͏͏ production͏͏ of͏͏ refined͏͏ sugar,͏͏ which͏͏ gradually͏͏ eclipsed͏͏ jaggery.͏͏ Now,͏͏ 75͏͏ years͏͏ later,͏͏ Bella͏͏ embodies͏͏ Amrut’s͏͏ profound͏͏ appreciation͏͏ for͏͏ this͏͏ enchanting͏͏ ingredient.͏͏ Jaggery͏͏ continues͏͏ to͏͏ be͏͏ a͏͏ staple͏͏ in͏͏ Indian͏͏ households,͏͏ commonly͏͏ used͏͏ to͏͏ create͏͏ sweet͏͏ treats͏͏ for͏͏ special͏͏ occasions.
The͏͏ name͏͏ Bella͏͏ is͏͏ particularly͏͏ meaningful,͏͏ as͏͏ it͏͏ means͏͏ “jaggery”͏͏ in͏͏ Kannada,͏͏ the͏͏ language͏͏ of͏͏ 67͏͏ million͏͏ people͏͏ in͏͏ Karnataka,͏͏ where͏͏ Amrut͏͏ Distillery͏͏ is͏͏ located.͏͏ Amrut’s͏͏ leadership͏͏ is͏͏ wholeheartedly͏͏ committed͏͏ to͏͏ celebrating͏͏ the͏͏ roots͏͏ of͏͏ this͏͏ exceptional͏͏ product.
As͏͏ Bella͏͏ makes͏͏ its͏͏ global͏͏ debut,͏͏ it͏͏ not͏͏ only͏͏ introduces͏͏ a͏͏ distinctive͏͏ rum͏͏ but͏͏ also͏͏ heralds͏͏ the͏͏ establishment͏͏ of͏͏ a͏͏ new͏͏ category:͏͏ Premium͏͏ Indian͏͏ Rums.͏͏ Amrut’s͏͏ deep͏͏ connection͏͏ to͏͏ its͏͏ cultural͏͏ roots͏͏ is͏͏ evident,͏͏ and͏͏ with͏͏ the͏͏ launch͏͏ of͏͏ Bella,͏͏ the͏͏ distillery͏͏ honours͏͏ India’s͏͏ rich͏͏ heritage͏͏ while͏͏ fostering͏͏ pride͏͏ among͏͏ both͏͏ domestic͏͏ and͏͏ international͏͏ patrons.
