The Cannes film festival may have concluded for 2022, but we are still not over by the glitz and glamor that the Indian celebrities presented on the red carpet. In addition, there’s also a single malt that people can’t stop talking about – Godawan. The whiskey made its presence at the 2022 Cannes as a testament to the country’s craftsmanship, ingenuity, and also commitment to sustainability and conservation.
Godawan, Diageo India’s innovation in artisanal single malt whiskey is special for more than one reason. Each bottle is traced back to a cluster of barley farms in Rajasthan. It gets its origin from the extreme temperatures which lend it a rare, subtle, and unique taste. The beverage honors the spirit of its people who are known for their preservation and crafting skills. Defined as the ‘Spirit of The Desert,’ it adheres to Rajasthan’s culture and heritage, while at the same time pushing the frontiers of modern Indian luxury globally. Actress Pooja Hegde represented Godawan on the red carpet of the 75th Cannes Film Festival.
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“We wanted the world to know what Indian single malts have to offer. There’s not much awareness. The artisans of Rajasthan are not just brilliant in embroidery, weaving, and painting, but also whisky making. We want the global, even the Indian, consumer to know the taste of India,” Shweta Jain, chief business development officer of Diageo was quoted as saying in reports.
In addition to celebrating the artistry skills, Godawan is also Diageo India’s commitment to the conservation of the Great Indian Bustard, its namesake. Due to the species’ smaller population size, the International Union for Conservation of Nature (IUCN) has categorized the GIBs as critically endangered, thus on the brink of extinction. Every bottle the company produces will contribute to the conservation of this exquisite bird.
Diageo is one of the world’s largest producers of spirits and beers with an outstanding collection of brands including Crown Royal, Johnnie Walker, J&B, Buchanan’s and Windsor whiskies, Smirnoff, and Cîroc vodkas among others. After Cannes, the homegrown whiskey is set to make its way to another iconic desert destination—Dubai.
I dip my pen in a pot of fashion and attempt to write words of appreciation in art.