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Can This Rajasthan-Produced Luxury Whisky Save An Endangered Bird Species?
Can This Rajasthan-Produced Luxury Whisky Save An Endangered Bird Species?
The story of rich and aromatic single malt whiskey traces its origins to the arid desert land of Thar in western Rajasthan. This single malt is entwined with the fate of the Godawan, a large bird that once roamed this land in thousands.
Today, its numbers have dwindled to barely a hundred, leading to its 1994 classification as an endangered species by the International Union for Conservation of Nature (IUCN). The Godawan, also known as the Great Indian Bustard, was once a contender for India's national bird status.
Global spirit company Diageo launched an ambitious project to revive the habitat of the Godawan while creating a whiskey that elevates its story to an international stage. Crafted from locally grown six-row barley in Alwar, the single malt Godawan debuted in March 2022.
To mark its first anniversary, Diageo introduced a limited edition ‘Godawan 100' in May 2023, priced at Rs 92,000 and limited to 100 bottles, each featuring an engraving of the Godawan bird.
Diageo partnered with renowned photographer Amit Pasricha and Chaitanya Raj Singh, founder of India Lost and Found and a member of the royal family of Jaisalmer, to help preserve Indian culture. Their organisation works to digitally document India's heritage sites.
According to the BBC, the company is working closely with India's Ministry of Environment and Wildlife to protect grasslands, the natural habitat of the Great Indian Bustard (GIB). By securing more space for the birds, the initiative aims to provide safer breeding grounds and improve their chances of survival.
“This project is an important step forward for conservation," Singh was quoted as saying in the BBC report. “We hope to help the species recover in the same way India's dedicated efforts have saved the Royal Bengal Tiger from the brink of extinction," he added.
Singh notes, “Due to harsh conditions, people historically used native plants for survival but allowed grasslands to flourish. Now, due to farming, grasslands have vanished, and the Godawan only lays its eggs in these grasslands."
Diageo identified 200 acres of land in the Godawan habitat area in Pokhran, Jaisalmer district, with the collaboration of the district forest office. This land was allocated for the mating of male and female birds, where the Bishnoi community, known for ecological conservation, resides. The Godawan, one of the heaviest flying birds globally, can reach a length of 1.2 metres and weigh up to 15 kilograms. Known for its long legs, brown body, and long neck, this bird was once a serious contender to be India's national bird.
Prepared in the city of Alwar, Rajasthan, this single malt whiskey uses locally grown barley and is distilled using methods that require minimal water. It also incorporates a gin-like extract of Indian botanicals. Its flavour profile is described as a blend of raisins, figs, apricots, and caramel. Diageo India states, “We wanted to celebrate Rajasthan." The interaction of the liquid with wood at 40°C creates a unique flavour, distinct from the 4-5°C temperatures of Scotland.
Diageo asserts that every bottle contributes to the conservation of the Godawan. Singh particularly enjoys this whiskey with red meat, favouring its smoothness with classic mutton curry, a dish believed to have originated in royal kitchens.
According to a BBC report, laal maas, the iconic Rajasthani meat curry, is believed to have roots in royal kitchens. While some historians suggest it originally used game like deer or wild boar, culinary experts argue that the dish has traditionally centered on mutton.
“Meat, especially mutton, has long been a staple in Rajasthan," explains chef Singh in the report. At its core, laal maas is a rich, slow-cooked curry combining yoghurt, ghee, onions, garlic, and a medley of spices including cayenne, cardamom, cloves, and bay leaves. According to the BBC report, the dish achieves its signature heat and deep red hue primarily through local Mathania red chillies from Jodhpur, often blended with hotter varieties, though Singh tempers the spice for wider palates.
Classic recipes avoid tomatoes, relying on yoghurt to add subtle acidity. Regional and household variations abound, differing in spice combinations and cooking duration—the longer it simmers, the more layered the flavor. Singh notes that mellowing the spice also pairs better with whisky, particularly in laal maas canapés designed for tasting experiences.
A portion of the income from each bottle sold supports Godawan conservation efforts. Diageo India emphasises, “Everything we are doing with Godawan is about awareness, consumption, community, and environment. We began investing in the bird's conservation about eight years ago, long before launching the product, committing to its long-term preservation."
Godawan single malt whiskey may seem expensive for Indian consumers, with a 750 ml bottle priced at Rs 5,400 in Mumbai and Rs 4,900 in Delhi. Diageo proudly refers to this whiskey as the ‘Spirit of the Desert,' believing it embodies the culture, people, and ecological spirit of Rajasthan in its character and flavour.
Source: News18
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