Putting India on the luxury whisky map with the creation of Godawan, India’s first ethically and sustainably produced luxury single malt whisky – born and nurtured in Rajasthan.

The founders of Godawan came to us to help them create an ethically produced, artisan single malt whisky that would be made in India but desired by luxury whisky buyers around the globe. Visiting the distillery’s desert home, we were inspired by the local spirit of “beauty in scarcity”, where exquisite products and crafts are created from the seemingly barren environment.

The world of luxury is changing. Whilst luxury consumers still seek out rare indulgences, they want them to stand for something. We worked with the Godawan team to ensure that this was reflected in a tangible commitment to both the land and people of Rajasthan – including sourcing a specific strain of 6-row barley from local farm clusters in Rajasthan – traceable to the source, an AWS (Alliance for Water Stewardship) certified water-positive distillery with SOURCE® Hydropanels to produce water from the moisture in air, rather than tapping into ground water sources and every bottle sold contributing to the conservation of the critically endangered state bird – the Godawan.

And so, Godawan, ‘The Spirit Of The Desert’, came to be. Full of exquisite details, our design champions the unparalleled craftsmanship of Rajasthan and the way beauty can extraordinarily bloom in the extremes of the desert. Our Godawan wordmark, a contemporary interpretation of traditional Rajasthani script, emerges from a colour-blocked horizon line that conveys the vastness of the desert landscape. Multiple layered labels on both the neck and body of the bespoke bottle communicate the artisan nature of the brand. Refined textures in natural sandstone hues bring a sense of time and space, ensuring a premium look and feel, contrasted with pops of vibrant colour that evoke colourful local fabrics and aid range navigation. A bespoke embossed pattern is inspired by the ethically sourced local 6-row barley integral to the product’s creation, its intricate tactile details reflecting the architecture and exquisite craft of Rajasthan.

Finally, a beautifully hand-drawn illustration of the Godawan bird takes centre stage on the label and secondary pack. Not only a seal of quality and provenance but also a proud symbol of the brand’s ethical and sustainable commitments to Rajasthan.

In line with this spirit, we used our Conscious Design™ process to specify sustainable materials in line with its luxury credentials, such as Fedrigoni’s Materica Gesso for the label – an FSC-certified stock with a percentage of recycled paper. Locally based suppliers were used wherever possible, including getting the first ever locally sourced FSC board for the secondary packaging.

Godawan has already made a significant impact – selling out over 400 cases in the key launch market of Delhi, the highest rate of sale of any Diageo India brand and generating over £2.36 Mn (235 INR Mn) worth of earned media.

Sales of Godawan Single Malt have contributed to the restoration of 6 key water bodies and the creation of safe habitats for feeding & nesting, through grassland development and raising conservation awareness with local communities. The local community around Alwar have also recently tracked Godawan bird movement near the Godawan distillery ponds in Alwar.

Godawan has already expanded beyond India, with 20 new listings in the United Arab Emirates including Barracuda and Dubai Duty-Free and distribution in key luxury markets in the US, UK, France and Benelux in the pipeline. As the brand expands globally, it continues to deepen its commitment to Rajasthan by working with local communities and the Forest department to create a further 150 acres of safe habitats for the Godawan bird and other wildlife.