Jaipur, Oct 10 (IANS) Replacing boring glass with ceramic in enticing colours and designs, the Rajasthan government will soon launch its 'Royal Heritage Liquor' in new bottles.
The Ganganagar Sugar Mills (GSM), which will launch the heritage liquor in a new avatar, will also package a small history with each bottle.
'Packing the liquor in ceramic bottles is completely a new concept. We expect that this will not only increase the sale of the liquor but also be a collectible item,' said O.P. Yadav, GSM general manager.
'Liquors would be packed according to their taste. The colour and designs of the bottles would be different as per the brand of the liquor,' he added.
Chandrahaas, for instance, belonging to the erstwhile Kanota rulers will have the photograph of the Kanota palace on its bottle, while Jag Mohan and Kesar Kasturi from Jodhpur royalty will carry pictures of the Umaid Bhawan Palace and Mehrangarh Fort on its bottle.
Launched earlier this year, heritage liquor, which uses 84 spices and herbs and are based on old recipes, are fetching good demand both in India and abroad, said Yadav.
'By launching these liquors, we have tried to cash in on the heritage and royal quotient. We want liquor connoisseurs to be reminded of Rajasthani principalities, whenever they see or drink this liquor.'
'We so far have recipes of five liquors - Kesar Kasturi, Jagmohan, Chandrahaas, Mawalin and Saunf (Mehensar) - from different principalities,' he added.
The prices range from Rs.350 to over Rs.2,000 for a 750 ml bottle.