All About Diageo India’s Godawan 173 Collector’s Edition That Champions Luxury With A Purpose

Collectors editions are always special for any connoisseur. They are a marker of exclusivity and craftsmanship. In an exclusive unveiling, Diageo India has launched Godawan 173: The Collector’s Edition presenting world’s first artisanal liquor cask finished Indian single malt.

With just 173 bottles, this rare release is priced at ₹5,00,000 per bottle. It comes with a key message of wildlife conservation, marking a rise in the population of the critically-endangered Great Indian Bustard bird from 100 to 173 birds. The bottle adorned with Jaipur’s iconic blue pottery was unveiled by actor Sonam Kapoor at the Savoy London during the recently-concluded London Fashion Week. Dressed in a custom Erdem gown featuring Great Indian Bustard motifs in cobalt blue, the actor’s ensemble was a nod to Jaipur‘s blue pottery on the bottle, highlighting the union of couture and conservation. Further in a step towards mindful luxury, the actor also donated $50,000 along with Diageo India towards conservation of the Great Indian Bustard.

“Godawan for us has always been about purpose and mindful luxury. The Collector’s Edition is a true celebration of a milestone in our journey and a tribute to the 173 Great Indian Bustards. We were clear that it had to be special, so we dug deep into the roots of Rajasthan. Jaipur Blue Pottery inspires the bottle, and the liquid inside is spectacular as we have finished the liquid in Asha liqueur casks, something no brand has done before. The combination of the triple cask, along with this heritage liqueur, makes the Collector’s Edition rare and something to cherish,” said Vikram Damodaran, Chief Innovation Officer, Diageo India.

For those eyeing the rare Godawan 173, it has a legacy of over a century. It was crafted originally by Thakur Karni Singh of Mahanser, Rajasthan, using 42 ingredients ranging from fresh fruits, dry fruits, botanicals, honey, and milk. The royal drink is crafted from Indian six-row barley and is matured over a period of nine years across three different casks; American ex-bourbon oak, European Oloroso & PX Sherry, and finally Asha Liqueur Casks where the whisky develops a deep mahogany hue and an indulgent, resinous character. Connoisseurs of taste will find aromatic notes of roasted nuts, prunes, vanilla, dried figs, cinnamon raisins, along with undertones of oak, and Sherry in the pour.

In 2022, the brand dropped Godawan 100 to mark the fragile population of 100 surviving Great Indian Bustard birds. However, with dedicated conservation efforts like restoring their natural-habitat, Sewan grasslands in the Thar desert to creating protected zones and hatcheries, the number of these endangered birds has risen into 173, marked by the new collector’s edition launch.