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Director's Special, commonly referred to by its abbreviation DSP, is a brand of Indian whisky, manufactured by United Spirits Ltd (USL), a subsidiary of the Diageo Group. It is molasses based. Shaw Wallace won a legal battle in US courts against the Scotch Whisky Association (SWA) to sell the product as "whisky".[1]

Director's Special
TypeIndian whisky
ManufacturerUnited Spirits Ltd (USL)
Country of originIndia
Alcohol by volume42.8%
Related products

History


DSP was originally manufactured by Shaw Wallace.[2]

United Spirits Ltd (USL), a subsidiary of the United Breweries Group (UB Group), acquired Shaw Wallace in July 2005.[3] On 1 April 2008, Shaw Wallace was merged with USL and DSP officially became a USL brand.[4] In April 2008, the UB Group appointed London-based design firm Claessens International to create new packaging.[5][6]


DSP Black


DSP Black, expanded to Director's Special Black, is an extension of the Director's Special brand into the deluxe whisky segment[7] of the Indian market. It was launched in 1988 by Shaw Wallace.[8]


Sales


The following table shows the annual sales of Director's Special and DSP Black:

YearSales (in million cases)
DSPDSP Black
2001-023[2]
2006[9]3.80.9
2007[9]3.71.3
2008[9]41.8
2009[9]4.42
2010[9]4.52.9
2011[9]4.52.9
2012[10]4.32.9

See also



References


  1. "Real whisky- distilled in India from syrup". The Scotsman. 23 June 2002. Retrieved 29 July 2013.
  2. "DSP whisky aims for top slot". Business Line. 23 April 2002. Retrieved 29 July 2013.
  3. "Radico, Mason, BDA in fray for part of SWC liquor biz ICICI Bank talking to suitors". Business Line. 31 May 2005. Retrieved 9 June 2013.
  4. "Shaw Wallace board okays merger with USL". The Hindu. 30 November 2007. Archived from the original on 2 December 2007. Retrieved 9 June 2013.
  5. Udit Prasanna Mukherji (26 April 2008). "Mallya to keep brand Shaw Wallace alive". The Times of India. Archived from the original on 16 June 2013. Retrieved 9 June 2013.
  6. M Padmakshan (3 August 2002). "Liquor brands going for stylish, sleeker looks". The Economic Times. Retrieved 9 June 2013.
  7. "SWC to expand its portfolio, tap low-end market". The Indian Express. 16 November 1998. Retrieved 29 July 2013.
  8. "DSP Black". Unitedspirits.in. Retrieved 29 July 2013.
  9. "WORLD WHISKIES – Brand Champions 2012". Thespiritsbusiness.com. 18 July 2012. Retrieved 8 June 2013.
  10. "Indian Whisky Brand Champions 2013". Thespiritsbusiness.com. 8 July 2013. Retrieved 29 July 2013.




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