Varchas, a product of Shankar Distillers, Troy, Michigan, announced it has partnered with cricketer Sir Vivian Richards as the brand ambassador for its premium products. The company launched its premium brand Varchas Whiskey in India in August 2023. The brand was born in the US around a year earlier as a line of bourbons and whiskeys – reportedly, with an Indian touch.
Shankar Distillers were established by serial entrepreneur, and CEO of technology company V2Soft. In 2022, he and Sir Vivian Richards joined forces to build the Varchas brand, and also actively contribute to charitable causes in Antigua, the US, and India. While Sir Vivian supports Renal Society, Varchas has been supporting Wildlife Conservation Foundation in India.
“We are thrilled to welcome Sir Vivian Richards to the Varchas Moments family. His dedication, charisma, and passion perfectly complement our commitment to crafting exceptional moments. Together, we aim to create memorable experiences for our consumers and take our brand to new heights,” said Varchasvi Shankar, President and Founder, Shankar Distillers and V2Soft.
Sir Vivian Richards said, “I am honored to be a part of the Varchas family. Just as I’ve strived for excellence in cricket, Shankar Distillers is committed to excellence in the art of distillation. I look forward to representing a brand that shares my values of perfection, dedication, and a relentless pursuit of greatness. My mission is to support social causes in my home country of Antigua and Barbuda and this partnership would allow me to contribute to various initiatives such as supporting Renal Society this year.”
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