Category Archives: news

World Chocolate Day, Baileys X Smoor Offerings

On World Chocolate Day (July 7), a collaboration by Baileys X SMOOR is perfectly in tune with how India is thinking about chocolate: as an experience that goes beyond just taste.

This non-alcoholic dessert range brings together Baileys’ signature indulgence and SMOOR’s chocolate artistry in the most delicious way. The collection features: Flavoured Shots: Bite-sized  Classic, Creamy Berries, and Sea Salt Caramel flavours; Flavoured Chocolate Bars: Smooth and luxurious bars in Classic, Creamy Berries, and Sea Salt Caramel flavours; and the Classic Cake.  

The Dessert Collection by Baileys X SMOOR is now available in outlets across Bangalore, Chennai, Mumbai, Pune, Delhi, and Gurgaon.  

India’s chocolate market is currently valued at approximately USD 2.6 billion and is expected to double by 2033. There is a growing appetite for desserts that feel a little more special and are design-led, unique in flavour and crafted with care. The Dessert Collection by Baileys X SMOOR is a  non-alcoholic collaboration.

India’s First Homegrown Vermouth Launches in Bangalore

After a successful debut in Goa, Davana Vermouth Indica – India’s first 100% homegrown vermouth, is now available in Bangalore. This expansion brings the brand’s expressions, Bianco and Rosso, to the garden city.

Davana is crafted using a Chenin Blanc wine base and infused with 21-23 native botanicals, including its namesake ‘Indian wormwood’ known as ‘davana’. Available in two distinct styles — Bianco, a light and floral blend with citrus and spice, and Rosso, a deep, spiced, and bittersweet offering — the brand presents an aperitif that’s versatile, elegant, and unmistakably Indian. 

While vermouth has long held its place in cocktails like the Negroni, Martini, and Manhattan, it has rarely taken centre stage in Indian bars or conversations. Davana is looking to change that. The brand is not only looking to offer a local alternative to imported vermouths but also aims to educate consumers about vermouth as a category — as a pre-dinner ritual, a low-ABV sipping experience, and a key cocktail component. 

Adarsh Gadvi, Co-Founder, Davana Vermouth Indica, says, “After Goa, we decided to bring Davana to a market that would spark conversations around vermouth. We’re excited to showcase a new generation of Indian spirits made for the world — but rooted at home.” 

Founded by Adarsh Gadvi and Evgenii Savvateev, Davana took shape after over two years of development and more than 50 recipe trials. The bottle is a visual ode to India — adorned with intricate illustrations of lotus, peacocks, tigers, and the aromatic davana herb. The embossed Devanagari logo on the textured, cork-sealed bottle embodies bold design, artisanal craftsmanship.  

Diageo India acquires Nao Spirits

Diageo India has acquired Nao Spirits & Beverages, India’s craft gin makers (Greater Than and Hapusa brands), valued at Rs. 130 crores.

Diageo India (United Spirits Limited) has increased its equity stake in Nao Spirits from 30% to approximately 97.07%, making it a subsidiary of the company. With a final tranche pending, Diageo India is set to hold 100% ownership, bringing one of India’s most influential craft spirits startups fully into its fold. The transaction includes a secondary share purchase of ₹53.79 crore and a further infusion of ₹56 crore in growth capital — a strong commitment to scaling what began as a bootstrapped dream of India’s first homegrown gin.  

Founded in 2017 by Anand Virmani, Aparajita Ninan and Vaibhav Singh; and later joined by Abhinav Rajput, Nao Spirits created India’s first craft gin from the ground up. From a small distillery in Goa, they distilled more than just spirits – they distilled the movement that would later be celebrated as ‘Indian Craft Spirits’. ‘Nao’, derived from the word ‘boat’ in Portuguese is a nod to Goa’s history as a trading port and a play on the English word ‘now’, capturing the spirit of a confident, modern India.  

With Greater Than (2017), they introduced India to its first homegrown London Dry gin made with botanicals from around the world. With Hapusa (2018), they broke new ground with the world’s first Himalayan Dry Gin, bottling the wild spirit of the mountains with a premium, sipping gin. While Greater Than built the foundation, Hapusa gave gin a voice rooted in local flavour. Together, these helped build India’s craft gin category from scratch.  

Imaginative Limited Editions

Nao Spirits launched a series of imaginative limited editions—each one crafted to stand apart, both in flavour and in form:  Juniper Bomb (2020) – born from an accidental extended botanical soak that led to thrice the juniper flavour; No Sleep (2021) — India’s first coffee-infused gin; Broken Bat (2022) — the world’s first gin, aged using Kashmir Willow cricket bats; and Punk Gin (2023) – India’s first naturally infused pink gin made with real Mahabaleshwar strawberries, born from a place of rebellion.   

These never-before-seen limited editions broke convention and captured attention, each bottle a celebration of India’s biodiversity, ingenuity and evolving palate.  

“We started with a copper still named Agotha and a dream to make India proud. Today, we’re humbled and energised with Diageo India stepping in as a full partner and investor. Along the way, we realised that gin isn’t just about what goes into the bottle — it’s about the culture you build around it. From day one, we’ve been deeply focused on nurturing a community of bartenders, servers, and craft champions who could carry the story of Indian spirits forward in ways we never imagined. We’re proud that many of the original hands and hearts that built Nao Spirits are still with us today, and this next chapter gives us a chance to grow the culture we’ve helped shape with even greater reach and purpose. This isn’t the end of a journey, but the beginning of a new chapter; powered by the same people, the same purpose, and the same belief — that modern Indian spirits deserve their place on the world stage,” said Anand Virmani, Co-Founder & CEO, Nao Spirits & Beverages.   

The original team continues to lead Nao Spirits with the same creative direction and cultural clarity that have defined its journey from the start — now supported by Diageo India’s robust distribution network, production capabilities, and leadership strength.  

Monarch Legacy Edition Brandy Wins at London Spirits Competition

Monarch Legacy Edition by Tilaknagar Industries Ltd. (TI) has bagged a bronze medal in the brandy category, thus becoming the only Indian brandy to win at the London Spirits Competition 2025. Monarch is pure grape luxury brandy that is crafted with a blend of French and Indian grape spirits. This year’s edition of the London Spirits Competition had over 500 entries from more than 30 countries.

Tilaknagar said that Brandy which is the second largest category within the IMFL (Indian Made Foreign Liquor) segment, has seen relatively little disruption or innovation over the years. That narrative, it mentioned, is changing with Monarch Legacy Edition.

“This is a huge win — not just for Monarch, but for Indian brandy,” said Amit Dahanukar, Chairman & Managing Director, Tilaknagar Industries Ltd. “We launched Monarch to shift the conversation around Indian brandy. This complex spirit has so much potential when it’s made with care — but it often does not get the recognition it deserves. With over 40 years of expertise in brandy-making, we felt a responsibility to change that. For Monarch’s very first international showing to earn a win like this — it’s a strong validation of everything we set out to do.”

“In a contest dominated by celebrated brandy-producing nations such as France, Spain, and Australia, Monarch’s recognition marks a significant milestone—not just for the brand, but for India’s evolving spirits landscape, particularly the brandy market. And we’re excited to lead this shift,” said Sanaya Dahanukar, Marketing Manager, Tilaknagar Industries Ltd.

Monarch is a blend of French grape spirits aged up to eight years and selected Indian grape spirits from Maharashtra’s Sahyadri region — a nod to local terroir. It is distilled in coal-fired copper pot stills using traditional Cognac-style methods and matured in French oak ex-wine casks, it’s a spirit with depth, nuance, and serious character. Its flavour brings together notes of dried fruit, velvety oak, and warm spice. The aroma is rich grape and fruit notes with subtle hints of apple, nutmeg, and tobacco, while there is velvety sweetness balanced by creamy oak and indulgent dried fruits on the palate. The finish is long and warm with cinnamon, peach, and clove nuances.

Packaging

The symmetrical ridges of the bottle catch and refract the light, enhancing the deep amber tones of the liquid within. The golden metallic label, shaped like a shield, is among the few in India’s spirits industry to be crafted from metal. The bottle, inspired by royal chalices, has a metal-plated shield label and a mono carton featuring miniature style paintings of kings — creating a standout bottle.

Launched in November 2024, Monarch Legacy Edition marks TI’s move into the super-luxury space, expanding a portfolio that already includes global success stories like Mansion House Brandy and Courrier Napoleon.

The brandy has ABV 42.8% in a 750 ml bottle. The MRP is   ₹ 6750 in Maharashtra, ₹4000 in Goa, and ₹3500 in Pondicherry.

Radico Khaitan launches Morpheus Super Premium Whisky in Uttar Pradesh

Radico Khaitan Ltd. recently announced the launch of Morpheus Rare Luxury Whisky in the Uttar Pradesh market. With this strategic rollout, the company expands its premium portfolio, eyeing the 18+ million cases segment.

A specially designed Collector’s Edition Pack will accompany the launch. This limited-edition pack comprises of a 750ml whisky bottle in an exclusive gift box containing branded bar collectibles with a beautifully inscribed brand story. The first 12 customers of Morpheus Whisky in each premium outlet will have the privilege of owning this special pack.

Uttar Pradesh, being a key market for Radico’s domestic whisky portfolio, the premium whisky segment is witnessing significantly faster growth. This strong momentum makes UP a vital state in Radico’s premiumisation strategy.

Amar Sinha, Chief Operating Officer at Radico Khaitan Ltd. stated, “The launch of Morpheus Rare Luxury Whisky in Uttar Pradesh is both a strategic and a symbolic milestone for Radico Khaitan. Introducing the new brands to this dynamic state reflects our continued commitment to elevating consumer experiences through innovation, quality, and legacy. We believe Morpheus will not only deepen our connect with aspirational consumers, but also reinforce our leadership in India’s evolving premium spirits landscape.”

Commenting on the launch, Sudhir Upadhyay, Executive Vice President, Radico Khaitan Ltd., said, “Uttar Pradesh remains one of our most strategically important markets, contributing a significant growth to Radico Khaitan’s domestic volumes. With Morpheus Whisky, we are not only strengthening our presence, but also aiming to increase our share in UP’s evolving spirits landscape. This launch is a bold step in our journey to lead the premiumisation wave and redefine consumer expectations in one of India’s most influential markets.”

Crafted with imported Scotch malts and fine Indian grain spirits, this new whisky is aged in Bourbon Barrels and delivers a signature fruity-floral flair & smooth sophistication. Positioned as “The Spirit of Dreams”, Morpheus is crafted to resonate with discerning consumers who dream beyond the ordinary.

Morpheus Super Premium Whisky is priced at ₹1190 for a 750 ml bottle in Uttar Pradesh. The product will also be available in pack sizes of 375 ml, 180 ml and 90 ml in UP.

Teacher’s Whisky Unveils a Bold New Identity

Teacher’s Whisky has unveiled a new identity, signaling a bold new chapter. The new look brims with modernity yet remains anchored in timeless tradition, celebrating over 195 years of character, conviction, and quality, states a press release.

“True to the vision of our founder William Teacher, the blend continues to offer its signature smoothness and full flavour crafted from a high malt content and distinctive smoky notes. This consistency crafted over 190 years has made Teacher’s a trusted choice for whisky drinkers across the globe.” 

The evolved identity speaks to today’s premium whisky consumer – confident, globally attuned, and deeply appreciative of quality. Developed in collaboration with Design Bridge & Partners, London – one of the most awarded global brand design agencies – the refreshed identity spans from a refined label to an elevated bottle structure, crafted to signal depth, substance, and distinction. At its heart lies the iconic WT hallmark, a proud tribute to founder William Teacher, honouring his legacy of integrity and conviction.”

“With this bold new packaging, we’re not just refreshing the look of Teacher’s – we’re reaffirming the values that have shaped its nearly 200-year legacy,” said Rishi Walli, Senior Director – Marketing, Suntory Global Spirits.

“This evolution honours our rich heritage while introducing a contemporary edge that resonates with today’s culturally fluent consumer. It’s a bold expression of our commitment to evolve with the times, while staying true to the spirit of quality and character that defines our portfolio,” he added.

 Whether through its high malt content, cask maturation in ex-Bourbon barrels, or the presence of Ardmore’s signature fingerprint malt, every bottle of Teacher’s continues its legacy. With its debut in Uttarakhand, the identity sets the stage for a nationwide rollout.

Camikara Bags Gold Medal at Rum & Cachaça Masters 2025

In a significant moment for the Indian spirits industry, Camikara 3YO has become the first Indian rum to win a Gold Medal at the 2025 Rum & Cachaça Masters Awards in London. This marks the first time an Indian rum has received such recognition at the global competition.

Traditionally, India has been absent from conversations around premium rum, despite being one of the world’s largest producers of sugarcane. While countries like Martinique, Jamaica, and Barbados are known for their high-quality sugarcane spirits, Indian rum has often been associated with molasses-based blends, with little presence in the premium segment.

Made by Piccadily Agro Industries, Camikara is made entirely from fresh sugarcane juice—without molasses, added sugar, colouring, or other additives—and aged in oak barrels, reflecting a Rhum Agricole-style approach adapted to Indian conditions. Its recognition at an international competition highlights a shift in how Indian rum is being perceived globally.

This win adds momentum to the emergence of more diverse and craft-driven spirits from India.

Maharashtra Government Hikes Taxes on Liquor; Dearer for the Consumer

  • CIABC urges government to reconsider hike
  • CIABC says hike will disrupt the market, erode competitiveness of national brands
  • May lead to dumping from neighbouring States

The Maharashtra cabinet, chaired by Chief Minister Devendra Fadnavis, on June 10 approved the Excise Department’s proposal to increase duties on Indian Made Foreign Liquor (IMFL), country liquor and also premium liquor brands. The hike in excise duties is expected to boost the coffers of the state government by about Rs. 14,000 crore.

As per the announcement, the excise duty on IMFL (with a declared production cost up to ₹260 per bulk litre) from 3% to 4.5% of the production cost. The excise duty on country liquor will go up from Rs.180 to Rs. 205 per proof litre. The premium foreign liquor brands have seen the most hike, with a new rate set to bring the minimum retail price to Rs 360.

The Cabinet also approved the department’s proposal to introduce a category ‘Maharashtra Made Liquor’ (MML) to include grain-based spirits produced by local manufacturers. The idea behind this proposal, it said, was to encourage local manufacturing. The MML manufacturers are required to register their brands under the ‘MML’ category.

The excise department had formed a high-level study group which toured other states to understand the excise policies, the distillery operations, distribution etc and recommend the best for Maharashtra.  Going by the recommendations, the department has also approved the creation of an integrated control unit powered by Artificial Intelligence (AI) to monitor distilleries, liquor manufacturers, and wholesale vendors. Additionally, a restructured administrative framework for the department has been sanctioned, which includes the offices of the Additional Superintendent for Mumbai Suburban, Thane, Pune, Nashik, Nagpur, and Ahilyanagar districts.

The Chief Minister’s office said “These reforms are a result of an extensive review of excise policies in other states which focused on tax structures, licensing efficiency, and measures to combat evasion. The objective of the new policy is not only to boost state revenue but also to curb illicit trade and foster a more transparent and regulated liquor market across Maharashtra.”

Revised minimum retail prices 

The state government has issued the revised minimum retail prices for 180 ml bottles.

  • Country liquor: Rs 80
  • Maharashtra Made Liquor (MML): Rs 148
  • IMFL: Rs 205 (previous Rs. 120 to Rs. 150)
  • Premium foreign liquor: Rs 360 (previously Rs. 330)

Reforms in Licensing and Staffing

The Cabinet has also approved reforms in liquor licensing:

Sealed Foreign Liquor Sale Licenses (FL-2) and Hotel/Restaurant Licenses (FL-3) can now be operated on a lease basis (Conducting Agreement)

An additional annual fee of 15% for FL-2 and 10% for FL-3 licenses will be charged

To support these changes and ensure effective implementation, the Cabinet has sanctioned the creation of 1,223 new posts, including 744 new positions and 479 supervisory roles in the State Excise Department.

These comprehensive reforms are part of the government’s broader strategy to strengthen the department and increase revenue through systematic regulation of the liquor trade.

It must be mentioned that the state is facing a financial crunch due to the implementation of many welfare schemes particularly the ‘Ladli Bahin Yojana’ which pays eligible women Rs. 1,500 per month.  

The state government is expected to table the relevant bill during the upcoming session of the state legislature.

 Presently, it is said that Karnataka levies the highest liquor taxes in the country, with an 83 per cent cess on the actual price. In addition, the state government introduced a 5 per cent additional excise duty on certain products last month. As a result, Bengaluru has become the most expensive metro city for alcohol in India.

In neighbouring Telangana, the state government  in May issued an order raising the retail price of select liquor brands by ₹10 for a quarter bottle (180 ml), ₹20 for a half bottle (360 ml), and ₹40 for a full bottle (750 ml).

Almost all the states, barring those having prohibition, treat the liquor industry as the cash cow and keep raising taxes as and when the government is in need of funds.

CIABC Opposes Steep Increase in Excise Duty on IMFL

Expressing grave concern over steep increase in Excise Duty on IMFL by up to 50% by the Maharashtra Government, the Confederation of Indian Alcoholic Beverage Companies (CIABC) has urged the state government to rethink and reconsider such a huge hike as it could trigger serious consequences. The CIABC has urged the state government to immediately hold deliberations with all stakeholders “to arrive at a balanced, data-driven, and sustainable course of action that protects both revenue interests and the long-term viability of the IMFL sector in Maharashtra”.

Stating that the CIABC has already written to the Maharashtra government urging to start a consultative process with all stakeholders before releasing any final gazette notification, Mr Anant S Iyer, Director General of the apex body of the Indian Alcoholic Beverage Industry, underlined that this steep hike in excise is projected to push Maximum Retail Prices (MRPs) up by as much as 85%, a step that could severely disrupt the market, erode the competitiveness of national brands, and jeopardize the availability of legitimate alcoholic beverages in Maharashtra.

“Such an unprecedented escalation in duties poses a serious deterrence to consumer access of established and reputed brands, compelling a shift toward lower-category products. This poses a serious threat to the stability of the IMFL industry in the State…such a move will have a far-reaching adverse impact,” Mr Iyer said in a statement.

The hike, he said, would lead to a steep and abrupt increase in MRPs (maximum retail price), destabililsing consumer accessibility and purchasing power, particularly within the mass-market segment which caters to the common man. This will lead to a significant drop in legal sales volumes, overlooking the interest of industry and its substantial investment in the state. It will also endanger the employment of people engaged in the entire value chain from farm to consumer.

Mr Iyer warned that higher MRPs often create a vacuum filled by illegal operators. Past experiences show that pricing arbitrage fosters regional imbalances, encouraging the spread of illicit and unsafe liquor and counterfeits of popular brands—posing a major public health risk and leading to further revenue leakage.

Porous Borders, may lead to Dumping

Noting that this move will also result in increased stock dumping from neighbouring states, the CIABC DG said Maharashtra shares borders with states that are porous. These states have similar brands which have lower MRPs for IMFL. Any additional price escalation will trigger large-scale dumping (exfiltration) from these states, resulting in illicit inflows that damage legitimate trade and erode the State’s tax base. Maharashtra has always ensured minimal impact of such occurrences by ensuring competitive pricing vide neighbouring states till now.

Mr Iyer further said the retail price structure must align with consumer affordability. The proposed price increase risks shifting consumers toward lower-tax categories, undermining premium and mid-tier segments. Such behavioural shifts could dilute revenue contributions from higher-margin IMFL products.

IMFL Accounts for 60% of Excise Revenue

The IMFL industry contributes approximately 60% of the total Excise Revenue of the State. Furthermore, the Excise Duty collected from a single case of IMFL is equivalent to that from four cases of beer, underscoring the critical importance of this category. Duty increase on IMFL, without corresponding changes for a category such as beer will create an uneven playing field and distort category dynamics leading to possible adverse impact on revenue. The CIABC has highlighted to the Maharashtra government that while the intent behind the proposed hike may be to enhance revenue collections by Rs.14,000 crore, the actual outcome may be contrary- driven by declining sales, rising illicit trade, and border leakages. The long-term impact could be deeply detrimental, not only for industry and employment, but also for public safety and overall state revenues.

RCB Win Triggers ₹157.94 crore Liquor Sales in Just One Day in Karnataka

In a thrilling final of the Indian Premier League (IPL) 2025, Royal Challengers Bangalore (RCB) nudged past Punjab Kings to lift the IPL trophy, after a long wait of 18 years. The much-awaited win on June 3 saw widespread celebrations across Karnataka, cheering the team ‘spiritedly’.

Besdies RCB, the winner was, of course, the alcobev industry. Karnataka collected a huge sum of ₹157.94 crore from liquor sales on that single day.

According to reports, 1.48 lakh boxes of bottled beer were sold, generating a turnover of ₹30.66 crore. This is a substantial increase from the same date last year when only 0.36 lakh boxes were sold, resulting in ₹6.29 crore in revenue. Sales of other alcoholic spirits reached 1.28 lakh boxes, valued at ₹127.88 crore. In contrast, on June 3 last year, the revenue from liquor sales was only ₹19.41 crore.

With RCB having reached the IPL final for the fourth time, there was an air of anticipation that RCB would pull off the win which was to be special for several reasons – it was the 18th IPL edition and Virat Kohli, the India and RCB icon, dons jersey number 18. Anyone and everyone got drawn into watching the game in their own style, with drinks or otherwise.

11 RCB-Flavour Shots

Celebrations across Karnataka began early on June 3 with offers galore at pubs, restaurants, clubs etc. With huge screens televising the event live, there was so much euphoria and the pubs and restaurants played to the gallery.

One of Asia’s largest microbrewery, BYG brewski in Hennur put up a “larger than life” stadium-like experience with live streaming supported by surround speakers. Like the twists and turns in the match, the brewery offered cocktails that resonated with the RCB campaign and campaigners.

At Jollygunj in J P Nagar the fans got to taste 11 different shots, a tribute to the 11 RCB players and their distinct personalities. For Phil Salt it was spicy flavours, for Virat Kohli it was Vanilla flavour and such like, adding to the zing of the evening, even as the game progressed in a ding-dong manner.

SOCIAL, owned by Impresario Entertainment and Hospitality, live=streamed the match across its Bengaluru outlets, throwing several enticing offers. There were 1+1 offer on beer buckets of all brands.

The best campaign was by a new pub called 404 by ToF in Tavarekere which offered free shooters and an extra free beer at the bar counter if a player scored ‘4,0,4’. The pub also offered two new flavours of Geist beer, adding to the excitement of the evening.

The Yard at Doddanekundi offered one beer free for every three beers. It also had unlimited beers from the first ball to the last of an innings for just ₹1,999 per person. The menu at the Yard was quirky from Punjabi Butter Chicken Fries and Rajasthan Royal Rajma to RCB Battered Prawns, Delhi Wale Tom Uncle’s Maggi, and the cheeky Overseas Players and so on.

Virat Kohli’s restobar One8.Commune was packed in all the eight cities – Bengaluru, Mumbai, Pune, Delhi, Gurgaon, Jaipur, Indore, and Kolkata – it is present in, cheering its owner who scored a decent knock in the final.

As the home of the Royal Challengers Bangalore, RCB Bar & Café was again in the centre-stage of celebrations with exciting offers. RCB Bar & Café is not just an establishment that is for watching sporting events in a cool and cozy place, but is surely a one-of-a-kind experience that celebrates the spirit of the sport alongside exceptional cuisine and mixology. It was chock-a-block with frenzied fans cheering the RCB team.

Piccadily Targets 1 Million Cases of Whistler Barrel Whisky in 3 years

  • Relaunches Whistler Barrel Aged Blended Malt Whisky
  • Positioned in mid-premium segment

Piccadily Agro Industries Limited has relaunched Whistler Barrel Aged Blended Malt Whisky, featuring new packaging and premium blend.

Piccadily said that Whistler’s new avatar is a celebration of barrel ageing, maturation and the art of blending. The finest matured malt and grain spirits have been handpicked and aged in oak wood barrels, creating a whisky that’s smoother, more elegant and even more memorable than before, it said. Inspired by the Whistler Warbler, a vibrant songbird native to the region of Indri, the packaging reflects the whisky’s premium ethos with a modern and sophisticated design.


The relaunched Whistler expression offers a more layered and complex drinking experience—crafted for today’s evolving palate, yet grounded in traditional whisky-making excellence.

Tasting Notes:

  • Nose: Warm and inviting, with dried apple and apricot at the forefront. Vanilla cream and caramelised malt add delicate sweetness, complemented by toasted oak, cinnamon, and floral hints.
  • Palate: Silky and well-rounded with a rich malt core. Notes of toffee, pineapple, and vanilla glide through the sip, underscored by gentle spice and warmth.
  • Finish: Medium to long, leaving a graceful trail of mellow sweetness and soft refinement.

Whistler Whisky (750 ml / 42.8% ABV) will be available across premium retail outlets and on-trade venues across India, with plans for export expansion in the coming months, the company said.

“Whistler’s new premium look is more than a brand refresh — it’s a strategic play to capture the next wave of premium whisky consumers,” said Praveen Malviya, CEO – IMFL, Piccadily Agro Industries Limited. “With its elevated blend and bold new identity, Whistler is poised to disrupt the mid-premium segment. Our goal is ambitious — 1 million cases in the next three years — and we’re confident Whistler will become a powerhouse brand that redefines what Indian blended malts can achieve.”