Diageo in India were looking to expand their home-grown spirits portfolio and redefine preconceptions about the quality of Indian whisky, by creating a locally produced, artisan single malt that would be desired by modern luxury whisky buyers. Brand and design agency Butterfly Cannon said it saw the opportunity to create a brand from the ground up that would use its distinctive local origins to put Indian craft spirits on the global map, whilst radically redefining the world of whisky and what luxury stands for.