INDIAN

ROYAL CHALLENGE AMERICAN PRIDE FINE GOLD WHISKY

American Pride is a blended whiskey brand made from a blend of Bourbon and Indian neutral grain spirit. It is produced by Diageo India through its Royal Challenge line and predominantly distributed throughout its home country. The whiskey is a combination of 20 percent Bourbon and 80 percent Indian neutral grain spirit. Diageo India is a subsidiary of the UK-based drinks giant Diageo. According to the Economic Times of India, American Pride is aimed at younger consumers, "who want accessible drinks" and the label has undergone a recent rebrand, including packaging in smaller format bottles, known as "hipsters".