Royal Challenge Whisky Price in Kerala 2023- Updated List

Royal Challenge is one of the most popular whisky brands in India. Owned by United Spirits Ltd, Royal Challenge whisky offers a smooth taste and premium quality at an affordable price point. This has made it a preferred choice among whisky drinkers in Kerala. In this article, we will look at the latest Royal Challenge whisky price list in Kerala for 2023.

An Overview of Royal Challenge Whisky

Royal Challenge whisky traces its origins back to the Shaw Wallace distillery in Bengal in the 1960s. The brand was originally launched as a premium offering targeted at the upper-class demographic. Over the years, Royal Challenge has repositioned itself as an aspirational brand that offers quality at an affordable rate.

Some key facts about Royal Challenge whisky:

  • Owned by United Spirits Ltd, a Diageo group company
  • Aged for a minimum of 4 years in oak barrels
  • Available in multiple variants – Royal Challenge Fine Whisky, Royal Challenge Premium Whisky, Royal Challenge Ruby Whisky, etc.
  • Positioned as an aspirational brand for young consumers
  • Endorsed by leading sports personalities like Virat Kohli

Royal Challenge whiskies are blended using Indian grain spirits and imported Scotch malts. The distilled spirit is aged for a minimum of 4 years in oak barrels to allow the blend to mature and develop its signature smooth taste. No artificial flavors are added. The result is a whisky that offers complexity and smoothness at an affordable price point.

Royal Challenge Whisky Price List in Kerala 2023

Here is an overview of the latest Royal Challenge whisky price list in Kerala for 2023 across various pack sizes:

Brand Volume Price
Royal Challenge Whisky 1000ml ₹1100
Royal Challenge Whisky 750ml ₹800
Royal Challenge Whisky 375ml ₹420
Royal Challenge Whisky 180ml ₹210
Royal Challenge Whisky 90ml ₹110

As evident from the price list, Royal Challenge whisky is very reasonably priced in Kerala. A 1 liter bottle is available for just ₹1100 which offers great value. Even smaller packs like 375ml and 180ml are competitively priced at ₹420 and ₹210 respectively.

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The affordable pricing across various pack sizes makes Royal Challenge an attractive proposition for regular whisky drinkers as well as first-time buyers. The smooth taste profile and premium branding also add to the overall appeal.

Factors Affecting Royal Challenge Whisky Prices in Kerala

The prices of alcoholic beverages like whisky are influenced by several factors. Here are some of the key factors that impact Royal Challenge prices in Kerala:

Taxes and Duties

Alcoholic beverages like whisky attract high taxes in Kerala which affects the retail prices. VAT on liquor in Kerala is around 15% along with excise duties. So taxes account for a major chunk of the MRP printed on whisky bottles.

State Policies

The Kerala state government regulates the pricing of liquor. Any price hikes need to be approved by the state excise department. State policies also control the profit margins for wholesalers and retailers. All these factors impact the retail prices of Royal Challenge whisky.

Branding and Positioning

As a premium whisky brand, Royal Challenge enjoys good brand equity among consumers. Its brand value allows it to be priced higher than unbranded whiskies. The brand positioning also results in higher pricing.

Raw Material Costs

The cost of raw materials like grain spirits and malts influences whisky prices. Any increase in distillery costs due to rising fuel prices or supply chain issues can lead to higher retail prices.

Distribution and Logistics

Kerala has a three-tier distribution structure of distributor -> wholesaler -> retailer. Each stage in the chain has margins and overheads that impact the MRP. Transportation costs due to Kerala’s geography also affect pricing.

How Prices of Royal Challenge Vary Across Kerala?

There are small variations in Royal Challenge whisky prices across various cities and towns in Kerala. Usually, tier-1 cities have slightly higher prices compared to smaller towns.

Some indicative price range for Royal Challenge whisky in Kerala:

  • Trivandrum: ₹1050 – ₹1200 for 750ml bottle
  • Kochi: ₹950 – ₹1150 for 750ml bottle
  • Kozhikode: ₹900 – ₹1100 for 750ml bottle
  • Thrissur: ₹950 – ₹1150 for 750ml bottle
  • Kollam: ₹900 – ₹1050 for 750ml bottle
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The difference in prices arises due to factors like:

  • Transportation costs
  • Taxes and levies
  • Liquor availability
  • Demand and supply dynamics
  • Retailer’s pricing strategy

Overall there is no major price discrepancy of more than ₹100-₹150 across prime centres. Rural areas may see lower prices due to lower taxes and retailer margins.

Price Trends in the Last 5 Years

Royal Challenge whisky prices in Kerala have seen a gradual upward trend in the last 5 years in line with inflation and rising costs. However, the brand has avoided steep hikes to retain affordability.

Here are the indicative price trends for a 750ml bottle of Royal Challenge whisky in Kerala over the years:

  • 2018 – ₹700 to ₹750
  • 2019 – ₹750 to ₹800
  • 2020 – ₹800 to ₹850
  • 2021 – ₹850 to ₹900
  • 2022 – ₹900 to ₹950

The cumulative price hike over 5 years comes to around 15-20% which is not very steep. Royal Challenge whisky continues to offer good value even with the marginal price increases over the years.

Difference from Other Brands

Royal Challenge occupies a premium yet affordable segment in the whisky category. Here is a comparison with other whisky brands in Kerala priced above and below Royal Challenge:

Premium Segment

  • Blender’s Pride: 25% higher than Royal Challenge
  • Signature: 15% pricier than Royal Challenge
  • Imperial Blue: At par with the Royal Challenge

Economy Segment

  • Haywards: 20% cheaper than Royal Challenge
  • Bagpiper: 35% lower priced than Royal Challenge
  • Director’s Special: 40% lower than Royal Challenge

So consumers looking for more premium options can opt for Blender’s Pride or Signature. Those looking for budget options can consider Haywards or Bagpiper. Royal Challenge strikes the ideal balance of quality and pricing.

Price Forecast for 2023

Going by historical trends and inflation forecasts, Royal Challenge whisky price in Kerala is expected to see a modest 5-8% increase in 2023. A 750ml pack could be priced around ₹950 – 1000 next year.

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However, the brand may absorb some of the input cost pressures to retain its value positioning. Overall price hikes are likely to remain in line with broader consumer inflation forecasts.

Some factors that could affect 2023 pricing:

  • Rising input costs for distilleries
  • Increase in federal and state taxes
  • Supply chain disruptions driving up logistics cost
  • Brand investments by parent company Diageo
  • Marketing and promotion budgets
  • Competitive dynamics with other brands

Barring any unforeseen circumstances, consumers can expect Royal Challenge whisky prices in Kerala to remain largely accessible and affordable in 2023 as well. The brand remains on a strong wicket as the whisky of choice for a wide demographic.

How to Buy at Best Price?

Here are some tips to buy Royal Challenge whisky at the best price in Kerala:

  • Opt for larger pack sizes like 1-liter bottles which offer better value
  • Check liquor rates at standalone liquor stores which offer discounts
  • Purchase during ongoing festive season offers and sales
  • Explore prices in suburban areas and smaller towns
  • Register for loyalty programs by retailers like BEVCO
  • Look out for stores selling new batches at old rates
  • Avoid MRP liquor stores at malls or airports to save premium
  • Purchase from armed forces canteen stores whenever possible

So with some smart research and planning, you can buy Royal Challenge at great deals. This will allow you to enjoy your favorite premium whisky without going over budget.


Royal Challenge has consistently offered premium quality whisky at affordable prices for the Kerala market. It occupies a sweet spot between expensive premium brands and very cheap economy brands.

The pricing strategy maintained by United Spirits ensures mass appeal among both new and seasoned whisky drinkers. With incremental price hikes, Royal Challenge whisky is expected to retain its strong value proposition going forward as well. Discerning consumers can continue to enjoy this popular whisky without burning a hole in their pockets.

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