After diet cola, it's now the turn of diet whisky. Calorie conscious whisky afficionados can take heart.
The UB Group's sprit division is planning to introduce McDowell's No. 1 DietMate -- the world's first diet whisky in the domestic market.
Sources said that by launching a diet whisky, the company was exploring the opportunity to address a key consumer need for fitness besides infusing excitement into the whisky category.
"Currently, the younger consumers continuously seek variety and excitement from the category and the brand. The growing concern among alcohol consumers is that drinking leads to additional weight and obesity," sources said.
The diet whisky is a result of diligent R&D efforts by the company. It will have Garcenia, an ancient Indian herb, currently a rage in many western nations. It has the rare ability to burn excess fat and control cholesterol levels in the human body, sources said.
"The caramel content in alcohol is the only source of calories. However, it is used in minuscule quantity for the colour of whisky. However, it is the snacks eaten during the consumption of liquor that lead to weight gain," an expert pointed out.
