Author Archives: Janhavi Panani

Amrut Distilleries launches ‘The Expedition’

Most expensive Indian single malt whisky, priced over ₹10.5 lakh

Celebrating its 75^th anniversary, Bengaluru-based Amrut Distilleries launched The Expedition, its oldest single malt whisky, aged 15 years to the world market. To commemorate the occasion, it has released 75 bottles of the limited edition, each priced over ₹10.5 lakhs ($12,000).

Ambrosia was invited for the special launch event where both the bottle and the spirit perfectly captured the essence of the celebration. The Managing Director of Amrut Distilleries, Rakshit Jagdale said that of the 75 bottles, nine would be for the Indian market and the rest going to the US, Europe and other markets. Two of the bottles have been pre-booked.

**(L-R): Rakshit N Jagdale, MD, Amrut Distilleries with Bhavya Desai, Group Head & CEO, SAP MEDIA WORLDWIDE LTD and Thrivikram G Nikam, Jt. Managing Director, Amrut Distilleries**

Amrut believes that The Expedition will elevate the entire luxury segment, demonstrating yet again the brand’s ability to craft exceptional malts beyond its regular range and setting new benchmarks. Amrut has been at the top of the game of Indian Single Malts, even as India’s premiumisation drive continues to motivate manufacturers to do better.

The Expedition has been matured for 15 years, the first eight years in sherry casks from Europe and then the next seven years in ex-bourbon casks from the United States, thus elevating its complexity and depth. The 15-year maturation period is a milestone in the Indian alcobev sector.

‘Dram Bell represents my values of quality, dedication and excellence’

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With more and more celebrities entering the alcobev industry, former England Cricket Captain, Kevin Pietersen has made his debut in the Indian Alcobev market with his Dram Bell Scotch Whisky. Bhavya Desai spoke to him about his investment, why India and more. Excerpts:

First things first, it is not often you see a cricketer enter the alcobev market, and naturally that was the first question in my mind – why did Kevin Pietersen (KP) enter this industry? And to my surprise – his decision to enter the liquor industry, particularly the Indian market, stems from a combination of personal connections and a keen eye for opportunity. “Over the past decade, I have closely observed India’s incredible growth across various sectors, including its evolving consumer market. India is one of the largest and most dynamic whisky markets in the world, presenting a unique opportunity to cater to its growing demand for premium, high-quality spirits.”

And it is his zeal to create something meaningful and impactful is what drew him into this opportunity. The Dram Bell Scotch whisky is made by Ardent Alcobev Pvt. Ltd., a JV between Rajasthan Liquor Ltd. (RLL) and Industry veterans, Debashish Shyam and Jatin Fredericks, in which KP is a marquee investor.

Now it isn’t common for a known face to invest in a brand, but KP says that his involvement in the company isn’t just as a mere investor, he is looking to be more involved – beyond financial investment. “I actively contribute to shaping the brand’s vision and consumer experience.” He works closely with the team to curate unique drinking experiences for Indian whisky lovers ensuring that every aspect of Dram Bell reflects authenticity and modern sophistication. “For me, Dram Bell is more than just a brand – it represents my values of quality, dedication and excellence.”

But for a cricketer – what resonates with a whisky? KP says that it aligns with his philosophy of striving for excellence and celebrating craftsmanship. It is a distinguished blend that embodies heritage, authenticity and meticulous attention to detail – qualities that were integral to his journey as a professional cricketer.

And Ardent has been really smart, they aren’t only relying on the star power of KP. They’ve found themselves a company that has in-depth experience in blending, bottling and distilling whiskies. The whisky is produced by Robert Castle, a wholly owned subsidiary of Angus Dundee Distillers and also holds one of the largest reserves of Scotch whisky in Scotland.

Ian Forteath, Master-Blender, Dram Bell Scotch Whisky

The blend involves using Generation 1 and Generation 2 casks, which mature both grain and malt whiskies to create a multi-layered flavour profile. And that is precisely what Dram Bell’s Master Blender and Global Brand Ambassador, Iain Forteath was looking to create.

But in an already saturated market, with opportunity, Dram Bell’s mantra for success is a combination of factors. Understanding the consumer’s preferences and offer something premium, like a bottled-in-origin whisky and at the same time price the product in such a way, that it bridges the gap between IMFL whiskies and high-end imported brands, atleast thats the plan.

“Dram Bell is driven by three key factors, Craftsmanship & Quality – Blending Tradition with Innovation, Consumer-Centric Pricing and Value Proposition and Widespread Distribution & Consistency,” says the former cricketer.

Pietersen’s experience with the Indian market has been positive thus far. The shift towards premiumisation and the increasing demand for high-quality spirits reflect the evolving preferences of Indian consumers. And the initial response to Dram Bell in Maharashtra has been overwhelmingly positive, with over 80-85% distribution in key retail outlets within the first two months. This reinforces the potential and growing appetite for premium Scotch whisky in India for him.

I’ve always admired India for its diversity and progressive consumer mindset, and this venture has only deepened my belief in the market’s immense opportunities he adds.

Dram Bell is available in two variants currently – Dram Bell Premium (₹1,750) is positioned just ₹200 above premium IMFL and Dram Bell Reserve (₹2,450, aged 5 years). Ardent is upbeat about the Reserve since most products in its segment feature a 3-year-old Scotch, whereas they are offering a 5-year blend.

Following its launch in Maharashtra, the makers are looking to expand their footprint across India with the Northern States of Haryana, Rajasthan, Punjab and Delhi as the next markets. “Over the next 12 months, we aim to establish a presence in most of India’s major liquor markets.”

Now I also had the chance of doing the first exclusive review of the Dram Bell Premium Scotch Whisky and I surely had some thoughts. You can look for the review on the website of click on the embedded link.

Telangana Hikes Beer Prices

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The Congress-I government led by Chief Minister, Revanth Reddy has permitted the Telangana State Beverages Corporation Limited (TSBCL) to increase beer prices by 15%, following a request from the Brewers Association of India (BAI) and a brief supply halt by United Breweries which wants the government to clear its dues.

According to the revision, popular brands are going to cost more by ₹30 to ₹50 per bottle. While officials termed it a 15% increase, the actual maximum retail price (MRP), including taxes, has gone up by 15% to 19% for consumers.

Beer prices in Telangana (650 ml)

Brand	Old MRP	New MRP	Difference
Heineken	230	270	40
Kingfisher Ultra Witbier	320	370	50
Kingfisher Ultra	210	250	40
Kingfisher Ultra Max	220	260	40
Amstel Strong	190	220	30
Kingfisher Premium	150	180	30
Kingfisher Strong	160	190	30
RCL	150	180	30
Green Deer	150	180	30
Haywards 5000	160	190	30
Knock Out	170	190	20
Budweiser	210	250	40
Budweiser Magnum	220	260	40
Corona (330ml)	210	250	40
Hoegarden (330ml)	230	270	40

On January 8, United Breweries Ltd (UBL) had suspended the supply of its beer to TSBCL due to unpaid dues for past beer supplies. UBL in a regulatory filing also stated that this decision was made due to the non-revision of the company’s beer prices since 2019-20 leading to significant losses in the state. Later, UBL resumed supplies.

BAI Welcomes Hike

The Brewers Association of India has welcomed the Telangana government’s decision to hike beer prices and urged the government to release the dues to the beer industry at the earliest. “Though the increase being allowed is less than the increase in the cost of production or what the industry was expecting, we welcome it as it signals that the government is mindful of the concerns of the industry on business viability in the state and has followed through on its promise of looking into it,” the BAI said in a statement.

A market-driven system is the most efficient way to benefit everyone, and we will continue to engage with the government to advocate for this approach, said Vinod Giri, Director General of BAI. “We have full confidence in Chief Minister Reddy’s leadership and wisdom, and we hope the issue of outstanding payments for beer supplies made between February and August last year will also be resolved promptly,” he added.

Giri further emphasised that Telangana is a key state for the beer industry. Being a high-volume product, locally-made beer has a significant economic impact on the state’s supply chain, employment, ancillary industries, logistics, and the hospitality sector.

The government, it must be mentioned, had set up a price-fixing committee, comprising a retired judge, a retired senior IAS officer, and a chartered accountant. The committee, it is said, considered the price inflation in raw materials and beer prices in neighbouring states, before arriving at the revised prices.

According to official data, there are nine distilleries and six beer factories in Telangana, including one belonging to UBL. There are seven other beer companies that sell beer in Telangana but manufacture them in other states. Overall, 51 liquor and beer companies are selling 1,031 varieties of hard liquor and beer in the state through 2,620 liquor shops and 1,117 bars and pubs. These include 50 locally manufactured brands and 36 non-local brands. Every month, 45 lakh to 55 lakh cases of beer are sold, making Telangana one of the largest beer-consuming states. In comparison, only 30-35 lakh cases of hard liquor were sold, highlighting that beer is sold more in the state. The excise department’s annual contribution to the state exchequer is about ₹36,000-₹40,000 crore in revenue.

With summer around the corner, beer drinking in Telangana is going to see a surge, price hike or no price hike.

Recent Bloodbath in Stocks, How Liquor Stocks are Performing

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In the recent past, the stock market has crashed massively with the BSE Sensex going below 77,000 and the NSE Nifty50 also saw a sharp decline. Most broader market indices have been in the red. At the time of writing on February 13, the Sensex and Nifty were trading higher bringing relief for investors, following a six-day decline. The rise has been attributed to the meeting of the Indian Prime Minister Narendra Modi with the US President Donald Trump and the appreciation of the rupee against the dollar.

How have the liquor stocks been performing in this backdrop. It is reported that a few liquor stocks are outperforming consumer staples, even though there is slowdown in consumption. Brokerage firms are betting on some liquor stocks, the notable ones being Radico Khaitan and United Spirits. Some brokerage firms have estimated an upside potential of up to 19%, while some others have given six stocks a growth potential of 7% to 54%, something to cheer.

This is despite the demand environment remaining muted in Q4 FY24 due to inflation. In the previous quarter, liquor companies have had higher sales, thanks to the festive season, Cricket World Cup and wedding season.

United Spirits, a good bet

Though United Spirits, with famous brands such as Johnnie Walker, Black & White, Black Dog, Signature, Royal Challenge, McDowell’s No.1, Smirnoff and many more, had subdued sales in Q4 FY24, it is now focussed on premiumisation, in line with global trend of upgrading to better brands.

For the fourth quarter of FY24, the company recorded consolidated net sales of ₹2,666.00 crore, down from ₹2,989.30 crore in the December quarter and ₹2,864.70 crore in the September quarter. For the nine months ending December of the current financial year, the company notched up net sales of ₹18,995.50 crore, compared to ₹7,879.90 crore in FY22, ₹6,946.60 crore in FY21, and ₹5,664.80 crore in FY20. PAT for the nine months of the current year stood at ₹927.60 crore, compared to ₹847.70 crore in FY22.

United Spirits stock is trading at ₹1394.50 (down 3%) with the 52week low being ₹1075 and the high being ₹1700. If an individual had invested ₹1 lakh on February 12, 2020, it would now be worth ₹2.02 lakhs.

Radico Khaitan Riding High on Premiumisation

The next company to watch is Radico Khaitan, manufacturers of Rampur Indian Single Malt Whisky, Magic Moments, Dazzle Vodka, 8PM whisky and more. The company, one of the largest manufacturers of Indian Made Foreign Liquor (IMFL), which has 30 plus bottling units, over 75,000 retail outlets, reported an increase of 27.05% in its consolidated net profit to ₹95.48 crore in the third quarter ended December 2024. The company had posted a consolidated net profit of ₹75.15 crore in the October-December quarter a year ago, according to a BSE filing from Radico Khaitan.

Its revenue from operations went up 8% to ₹4,440.90 crore during the quarter under review. The figure was ₹4,111.23 crore in the corresponding quarter of the previous fiscal. In the December quarter, Radico Khaitan’s total IMFL volume was at 8.36 million cases, up 15.3% year-on-year. The Chairman & Managing Director Lalit Khaitan said, “Despite challenges in overall consumption growth, the spirits industry in India has experienced strong momentum, particularly driven by premium brands. In this context, we have delivered an impressive operational performance in Q3 FY25.”

Radico Khaitan is driving a premiumisation strategy which has benefitted the company’s financials. The premium products category is growing at over 20%. Rampur India single-malt whisky is gaining popularity by the day, all of which are driving EBITDA margins to 17-18% and improving the cash flow. The company expects these positives to result in a sharp fall in its debt levels by FY26.

If an individual had invested ₹100 in Radico Khaitan in 2021, it would now be fetching ₹242.81. The stock is trading on February 13, 2025 at ₹2,119 (down by ₹118 for the day).

United Breweries 17% gain in a year

United Breweries, subsidiary of Heineken N.V and makers of Heineken, Kingfisher Premium, Zingaro, Kalyani Black Label, London Pilsner etc., had gained 3.9% in trade following Heineken N.V reported its 2024 full-year results. The market capitalisation of the company stood at ₹54,561.32 crore. The 52-week high of the stock was at ₹2,299.4 per share and the 52-week low of the stock was at ₹1,645.8 per share.

UB is a market leader and its brand Kingfisher grew in volume in mid-single-digit, while Kingfisher Ultra and Heineken Silver volumes grew in the mid-thirties, gaining segment market share. UB shares have gained 17% against Sensex’s rise of 7.3% in the past one year.

Sula Vineyards Robust Growth

India’s largest wine producer, Sula Vineyards, has reported robust growth in its premium wine portfolio and wine tourism segment for the third quarter (Q3) and nine months (9M) of FY25, despite a challenging market environment. The company, known for its expansive range of wines and innovative wine tourism initiatives, announced its financial results, showcasing resilience and strategic adaptability.

In its latest performance update, Sula posted its highest-ever 9M net revenue of ₹489.2 crore, marking a 1.7% year-on-year (YoY) growth. This growth was largely driven by the company’s premium and elite wine brands, which saw a 5.6% YoY increase in Q3. The share of these higher-end labels in the company’s portfolio reached an all-time high of 80.5% in Q3, up from 77% last year, reflecting Sula’s strategic focus on catering to India’s evolving taste for luxury and quality.

Wine tourism, a key differentiator for Sula, also shone brightly, recording a remarkable 11.6% YoY growth in Q3 revenue. This was attributed to a vibrant festive and wedding season, coupled with higher guest spending, improved occupancy rates (81% compared to 76% in the previous year), and an increase in Average Room Rates (ARR).

However, the company faced significant headwinds in Q3, impacting profitability. The reduction in WIPS credits resulted in a direct EBITDA impact of ₹4.7 crore for the quarter, contributing to a 26.3% decline in EBITDA to ₹53.9 crore. Profit After Tax (PAT) also fell by 34.7% YoY to ₹28.1 crore, reflecting the pressures on margins.

Sula Vineyards share price is ₹317.55 as of February 13, having a 52 Week high of ₹639.95 while 52 week low is ₹308.10. Some brokerage firms are suggesting investors to hold on.

Tilaknagar Industries confident

Tilaknagar Industries Ltd., primarily engaged in the manufacture and sale of IMFL and extra-neutral alcohol, has brands such as Courrier Napoleon Brandy-Green, Mansion House Whiskey, Lumumba, Apple Fizz, Madira Rum, Brandy Smash, Warm Punch, etc.

Tilaknagar Industries for nine months FY25 had a net revenue from operations at ₹1,028 crore v/s ₹1,035 crore the previous period. The EBITDA improved by 28.6% to ₹176 crore v/s ₹137 crore; adjusted for the subsidy income. Volumes grew 2.1% to 84.9 million cases, while the net service revenue stood at ₹1,227 per case.

However, the company’s share price had hit 20% lower circuit at the time of writing, following the Bombay High Court’s dismissal of its petition in a trademark dispute involving the Mansion House brand. The company is going on an appeal on the Court order. The share price on February 13 was ₹261, the 52 week high been ₹457 and the low been ₹182.05, with a lot of promise. The alcobev market in India has been growing gradually over the years, thanks to the rising disposable income, urbanisation and retail innovations, all of which are making liquor stocks a good bet, despite the industry been highly regulated and prohibition in place in some states. The alcobev sector is dynamic, attracting investors as demand for alcobev products sees no decline. India’s alcohol industry is projected to reach sales of US$ 112,338.9 million by 2034, indeed a bet worth taking.

Karnataka’s beer price linked to alcohol content

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The Karnataka Government on January 8 has issued a final notification with regard to hike in beer prices. The draft notification on increase in duty on beer was made first on August 23 last year. According to the Excise Department, henceforth, beer prices will be linked to the content of alcohol in it.

This is the third revision in beer prices by the Congress government in the state since July 2023. The first hike was in the July 2023 budget in which the Chief Minister had announced a 10% hike in Additional Excise Duty (AED) on beer and 20% hike in AED on all the then 18 slabs of Indian Made Liquor (IML). In January 2024, AED on beer was increased by 10% – from 185% of the declared price to 195% of the declared price.

Beer pricing has been categorised into two slabs, depending on the alcohol content. The Excise Duty (ED) on mild beers with alcoholic content less than or equal to 5% v/v has been pegged at ₹12 per bulk litre (pbl) and ₹20 pbl for stronger beers containing 5-8% alcohol. Earlier, the ED on beer was ₹10 pbl, irrespective of alcohol content.

Karnataka has made it mandatory for breweries to prepare beer – fermented liquor “from malt or grain with or without sugar and hops, and include ale, black beer, porter, stout and spruce beer” and ensuring that the sugar content is “not more than 25% by weight.” Breweries have been asked to declare the ingredients of beer.

In Karnataka, nearly 75% of total beer sales is accounted for by strong beers and some of the breweries ferment using high sugar instead of malt.

The Congress government explained that the hike was necessary to plug the revenue gap in the excise department, despite increase in liquor sales. The President of the Federation of Wine Merchants’ Associations, Karunakar Hegde said the hike is going to impact the market adversely. He added that supplies of beer had been affected and production had slowed down.

Kevin Pietersen unveils Dram Bell Blended Scotch Whisky by Ardent Alcobev

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Ardent Alcobev has launched its new Blended Scotch Whisky for Maharastra in Mumbai. The launch event was held at Imara – Turf Club in Mumbai. The event was hosted by Kevin Pietersen, former England cricket captain and marquee investor in Ardent Alcobev, along with the co-founders.

The scotch whisky is exclusively bottled in Scotland and is available in two variants – the Premium variant, priced at ₹1,750, and the Reserve variant, priced at ₹2,450. According to the makers each bottle represents a blend of heritage and modern sophistication, offering a luxurious experience for whisky connoisseurs. Dram Bell is currently available in Maharashtra from November 2024 and will be available at select retail and on-trade stores. The company also plans to progressively expand distribution into other key markets in the North and South India. 

Expressing his enthusiasm for the launch, Kevin Pietersen shared his personal connection to the brand and the philosophy behind Dram Bell. “My investment in Ardent Alcobev is more than just a business decision; it’s a reflection of my values. Throughout my career, whether on the cricket pitch or in other areas of life, I’ve always valued dedication, quality, and the pursuit of perfection.”

Iain Forteath, Master Blender at Ardent Alcobev and Kevin Peterson at the launch

The evening also witnessed an exclusive Whisky Masterclass led by Iain Forteath, Master Blender at Ardent Alcobev. The interactive session provided attendees with an opportunity to taste various expressions of Dram Bell, while discovering whisky blending and tasting.

Commenting on the launch, Debashish Shyam, Co-Founder and Director of Ardent Alcobev, shared, “We are redefining India’s premium whisky market with a blend that showcases unmatched quality and craftsmanship. With Kevin Pietersen as a strategic partner, we raise the brand’s profile by bridging the gap between international acclaim and preference of Indian market. We are confident that it will appeal to whisky connoisseurs as we merge global standards with local tastes to shape the future of Indian whisky, catering to the evolving preferences of IMFL drinkers.”

ABD acquires Fullarton Brands

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Allied Blenders and Distillers Limited (ABD), India’s 3rd largest spirits company, completed the strategic acquisition of all the brands and other Intellectual Property Rights from Fullarton Distilleries Private Limited. This acquisition further augments ABD’s foothold in the super-premium spirits segment and highlights its ongoing commitment with leadership in innovation within the Indian craft spirits industry.

The acquisition includes the distinguished portfolio featuring brands such as Woodburns Contemporary Indian Whisky, Pumori Small Batch Gin, and Segredo Aldeia Rum. By bringing these award-winning craft spirits into its fold, ABD is strategically positioning itself to meet the evolving demands of India’s super-premium and luxury spirits consumers.

Woodburns currently operates in six states and union territories, with expansion plans underway for other major markets. Pumori and Segredo Aldeia have established a strong on-trade presence in key markets such as Maharashtra and Goa. The acquisition of these recognised brands, combined with ABD’s operational scale, create a synergistic opportunity for growth and market dominance within the super-premium spirits category.

Alok Gupta, Managing Director of ABD, said, “At ABD, our growth has always been strategic, and the acquisition of Woodburns Contemporary Indian Whisky, Pumori Small Batch Gin, and Segredo Aldeia Rum perfectly embodies this. We recognise that the luxury segment is where we have a right to win, where we can truly add value. Acquiring these brands is a natural next step in our premiumisation strategy. This isn’t just an acquisition; it demonstrates our deep understanding of where we can create the most value. This is the future of ABD, and we’re executing this vision with precision.”

Rajiv Thadani, Founder and Managing Director of Fullarton Distilleries Private Limited, said, “Building Fullarton Distilleries since 2013 has been a journey of passion, dedication, and a commitment to crafting world-class spirits. We’re proud to see these brands move forward with ABD, a company that has the scale, expertise, and vision to take them even further. With their leadership, we are confident that the legacy we’ve built will continue to grow and thrive in the years ahead.”

Magic Moments Music Studio announces Arijit Singh Concerts

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Magic Moments Music Studio recently announced an exclusive concert series featuring the Bollywood singing sensation Arijit Singh. Known for his soul-stirring voice and chart-topping hits, Arijit Singh will captivate audiences across four cities starting January 2025.

The concert series began in Jaipur on 25th January, followed by performances in Chandigarh on 16th February, Cuttack on 2nd March, and concluding in Indore on 5th April.

This isn’t the first time that Magic Moments Music Studio has collaborated to bring a top artist. Over the years, the brand has collaborated with SaReGaMa and BookMyShow featuring Prateek Kuhad to also featuring King live concert and powering the Sunburn Music Festival. This partnership with Arijit Singh is yet another strategy to amplify its legacy of bringing larger-than-life musical experiences to fans across India.

Amar Sinha, COO, Radico Khaitan Limited, said, “Partnering with Arijit Singh, an artist whose melodies resonate across generations, perfectly aligns with our vision of creating moments that inspire connection and joy. Over the years, we’ve collaborated with iconic artists, celebrating diverse sounds and genres, and this multi-city concert series with Arijit is a continuation of that legacy. Together, we aim to craft an unforgettable symphony of music and memories, uniting hearts and transcending boundaries through the magic of music.”

Concert Schedule:

Jaipur: 25th January 2025
Shalimar Ground, Panchkula, Chandigarh: 16th February 2025
Barabati Stadium Cuttack: 2nd March 2025
C21-Estate, Indore: 5th April 2025

The brand has also implemented 360ᵒ marketing promotions from executing high end retail promotions to activations witnessed on digital and various social media handles along with regional amplifications, across cinema and radio channels.

Radico Khaitan Limited at a Glance:

Radico Khaitan Limited is among the oldest and one of the largest manufacturers of IMFL in India. Earlier known as Rampur Distillery Company, Radico Khaitan commenced its operations in 1943 and over the years emerged as a major bulk spirits supplier and bottler to other spirit manufacturers. In 1998 the Company started its own brands with the introduction of 8PM Whisky. Radico Khaitan is one of the few companies in India to have developed its entire brand portfolio organically.

The Company’s brand portfolio includes Rampur Indian Single Malt Whiskies, Sangam World Malt Whisky, Spirit of Victory 1999 Pure Malt Whisky, Jaisalmer Indian Craft Gin, Royal Ranthambore Heritage Collection Royal Crafted Whisky, Happiness in a Bottle: A Happily Crafted Gin, Morpheus and Morpheus Blue Brandy, Magic Moments Vodka, Magic Moments Remix Pink Vodka, Magic Moments Verve Vodka, Magic Moments Dazzle Vodka (Gold & Silver), 1965 The Spirit of Victory Premium XXX Rum and Lemon Dash Premium Flavored Rum, After Dark Whisky, 8PM Premium Black Whisky, 8PM Whisky, Contessa Rum and Old Admiral Brandy.

Radico Khaitan is also one of the largest providers of branded IMFL to the Canteen Stores Department (CSD), which has significant business barriers to entry. The Company has distilleries situated in Rampur, Sitapur and Aurangabad, Maharashtra which is a 36% joint venture. The Company has a total owned capacity of 320 million litres and operates 43 bottling units (5 owned, 29 contract and 9 royalty bottling units). It is also one of the largest exporters of Alcoholic beverages from India, with brands available in over 102 countries.

Magic Moments Verve Lemon Lush in West Bengal

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Radico Khaitan Ltd., one of India’s leading spirits companies, has launched Magic Moments Verve Lemon Lush in West Bengal, marking a significant step in this millionaire brand’s strategic expansion. The Magic Moments Verve range is set to appeal to the growing consumer demand for premium flavoured vodkas, offering a refreshing lemon-infused variant that combines Gandhoraj Lemon juice with superior grains.

Building on the brand’s success in key markets such as Jammu & Kashmir, Punjab, Uttarakhand, Delhi, Rajasthan, Uttar Pradesh, Assam, Madhya Pradesh, Maharashtra, Karnataka, Goa, Kerala, Pondicherry, and Telangana, Radico Khaitan aims to further strengthen its market presence in West Bengal.

The new variant’s smooth, refreshing taste and the citrusy flavour of the Gandhoraj lemons make it an ideal choice for the region’s tropical climate. The product’s versatility also makes it an excellent base for a variety of cocktails, perfectly positioned to meet the growing trend of cocktail culture in urban social settings.

Amar Sinha, Chief Operating Officer at Radico Khaitan Ltd., said, “Expanding Magic Moments Verve Lemon Lush into West Bengal aligns with our ongoing strategy of premiumisation and market expansion. With flavoured vodka now the largest growing segment in the category, we see significant potential in tapping into this demand with an innovative product offering that appeals to the evolving tastes of modern consumers. As the fourth-largest vodka brand globally, we continue to lead the market with a portfolio designed to meet the diverse preferences of our customers. The successful reception of this variant in other markets further strengthens our confidence in its success in West Bengal.”

Priced at ₹240 for 180ml, ₹450 for 375ml, and ₹860 for 750ml, Magic Moments Verve Lemon Lush is available in three convenient pack sizes across the state. The product will be distributed in prominent markets with strong demand for premium vodka, in line with Radico Khaitan’s strategy to reinforce its positioning as a leader in the premium spirits category.

Globally, Magic Moments continues to solidify its position as a market leader, earning recognition for its consistent quality and performance. According to the Brand Champions 2024 Report published by The Spirits Business, Magic Moments has been ranked as the 4th largest vodka brand by volume worldwide.

Additionally, Magic Moments Verve has been awarded Gold at the prestigious Global Monde Selection Awards for ten consecutive years (2013-2023). Specifically, Verve Lemon Lush has earned Gold for three consecutive years (2021-2023), alongside the International High-Quality Trophy, further cementing its status as a top-tier product in the spirits industry.

Weller Bourbon Whiskey in India

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Two celebrated wheated bourbons from Buffalo Trace Distillery make India debut
Weller Special Reserve and Weller 12 Years Old, to create unique drinking experience

Weller Kentucky Straight Bourbon Whiskey, the World’s original and one of the most awarded Wheated Bourbon Whiskeys, made its grand debut in India with a celebrated launch event in Mumbai. Hailing from Buffalo Trace Distillery, said to be the World’s most award-winning distillery and oldest continuously operating distillery in the USA, Weller exemplifies craftsmanship, innovation and storied American whiskey-making tradition. Renowned for using wheat instead of rye in its recipe, Weller boasts a soft, smooth and complex taste profile, and will be available in two distinct expressions: Weller Special Reserve and Weller 12 Years Old, the oldest andone of the first age stated bourbons in India.

The Weller brand is named after William Larue Weller who revolutionised bourbon in America in the early 1800s by replacing rye with wheat in the whiskey’s mashbill, a process that resulted in a much softer, yet still elegant and refined, drinking experience. Over the years Weller Bourbon has gained international acclaim with hundreds ofaccolades to its name. The arrival of Weller Bourbon is expected to appeal to Indian spirits connoisseurs who crave flavour depth and complexity and a unique drinking experience.

“India is one of the world’s leading whisky markets and until now it has not had the opportunity to round out its category with a super-premium wheated bourbon. Weller is a bourbon unlike anything in the Indian market, offering a unique and premium drink experience that stands apart from typical bourbons and other whiskies available today. Wheated whiskey, including Pappy Van Winkle, which is also proudly made at Buffalo Trace Distillery, has long been renowned as some of the best and most premium bourbon in the world. As India continues to embrace more varied premium spirit offerings, we believe Weller will resonate with those seeking an unparalleled drinking experience – one that reflects quality, craftsmanship, and distinction,” said Diego Bianchi, General Manager, Emerging Markets & Barrel Select, Sazerac Company.

Vijay Kauthekar, Executive Vice President, John Distilleries Ltd, part of the Sazerac Company family of brands and distilleries, added, “India is the largest whisky market in the world, and we believe the country is ready for high-end, luxury spirits like ultra-aged bourbons. Weller is the perfect brand to pave the way for the category. The whiskey’s smoothness and complexity, combined with its rich history, will surely appeal to the modern Indian spirits consumer who values both tradition and innovation. While historically Indian consumers have been more familiar with other global whiskey categories, Weller provides a new, unique and expertly crafted American Whiskey for consumers to enjoy with friends and family. We’re excited to offer this award-winning bourbon to those ready to explore something truly distinct and exceptional.”

Weller 12-Year-Old is the oldest age stated bourbon distributed in India. Aged for far longer than most wheated bourbons on the market, this offering is a smooth, easy-going and balanced bourbon with a beautiful deep bronze colour best enjoyed neat or on the rocks. Weller Special Reserve stands out with its burnt orange colour and subtle, sweet profile. Its softer flavour notes make this bourbon great for cocktails, such as the classic Paper Plane recipe.

Weller Bourbon will be available across select markets in India beginning early December. The Weller Special Reserve has a maximum retail price ranging from ₹2,500 (Haryana) – ₹4,500 (Mumbai) and the Weller 12-Year-Old has MRP ranging from ₹5,400 (Haryana) – ₹7,750 (Mumbai).

Bourbon, often referred to as America’s Native Spirit, represents the highest standard in whisky production, requiring products meet a stringent set of distillation and aging guidelines in order to enjoy the category distinction. Kentucky Straight Bourbon must be made from at least 51% corn, distilled in new charred oak barrels, crafted in the United States, and aged for a minimum of two years. Weller adheres to these guidelines but elevates the experience further by using wheat as the secondary grain and aging the whiskey longer than most other comparable options on the market today, resulting in a robust but smooth bourbon.

Weller Bourbon Eyeing India to be Second Biggest Market outside of US

**Diego Bianchi, General Manager of Emerging Markets & Barrel Select, Sazerac Company**

In the overcrowded whisky market in India (that India is the biggest whiskey consumer in the world), bourbon is a category which has not really developed, even awareness-wise. To grow bourbon as a category, which at present is less than 1% of the spirits segment, Sazerac Company is focussing on India as a priority market wherein it plans to roll out different brands going forward. Here in a brief interview with Ambrosia, Diego Bianchi, General Manager of Emerging Markets & Barrel Select, Sazerac Company and Vijay Kauthekar, Executive Vice President, John Distilleries Ltd, part of the Sazerac Company family of brands and distilleries, talk about growing bourbon category in India.

Bianchi said “In general, India is a huge whisky market having the youngest population and is the fastest growing economies. There is growing appreciation for quality products and premiumisation and we believe that bourbon as a category will grow in the long term in India. We will develop that and we will play our part in promoting bourbon.”

Explaining the unique selling proposition of Weller Bourbons, Bianchi mentioned the Barrel Select programme is unique in that the consumers can select three to four barrels and we bottle for them. Adding to that Vijay said, “When we went to the US and visited Buffalo Trace Distillery, one of the most awarded distilleries, we chose two barrels, after checking the taste profile of the liquid. It was an amazing experience and we are bringing bottles of that to India.”

Bianchi mentioned how the team visited India in May this year, checking out Mumbai, Delhi and Bengaluru and soon realised that bourbon is not very well developed here. “We have such a vast portfolio of bourbons, we realised that there is great opportunity in India which is the largest whisky market. We use wheat instead of rye and this gives the bourbon a more smooth, sweet and more approachable flavour which we believe will appeal to Indian consumers. That’s why we are launching Weller.” Bourbons have 51% corn and the second flavour ingredient is rye, but Weller instead uses wheat.

Oldest age-statement bourbon in India

Talking about the history of Scotch in India, Bianchi explained that age of the whisky is key in the Indian perspective, hence the company is introducing the Weller 12 Years Old and the Weller Special Reserve which is 6 to 7 years old, the latter offering versatility where it can be had neat or on the rocks or in a cocktail. “It is going to be the oldest age statement bourbon in India. We are super excited to bring this to India.” Confirming that it will be of the same quality as in the US, he opined that Indians would love the flavour profile.

Giving an insight into the market here, Vijay said the bourbon category is growing in India, though presently it is less than 1% of Indian whisky market. “It is a small pie but the category has got such a huge headroom as the whisky category is overcrowded, there is the trend of premiumisation and emerging cocktail culture. We will be taking a number of initiatives to push the category.”

Talking about the opportunities to grow in India, Bianchi said, “India will be the second largest market for Weller outside of the US. India is our priority. We will see how the two products perform in the market. We will continue to supply. We are confident that Indians will enjoy the product.”

Agreeing that any market has challenges, Bianchi singled out regulatory, but said they had a great partner in John Distilleries to help grow the category. Sazerac has 60% stake in John Distilleries. “I think as we grow, we will bring different brands and also constantly look at the organisational structure.” Sazerac has over 200 years of experience in the alcobev sector, with hundreds of brands at varying price ranges and the company would continuously assess ‘what will be the best fit in India’. Asked whether their bourbons would be bottled in India, both of them mentioned that there were endless possibilities, but would take a call only after seeing how the brands evolved over the years. At present, the price points, they believe, is win-win for both the consumer and the manufacturer. “In Mumbai, Weller 12 would be 10% premium than the luxury Scotch available in the market with the crossline competitor could be 18 years. We are offering a sweet spot to the consumer and that is one of the ways of opening the category.” Bianchi added, “It is of the highest quality at a fair price all over the world.” Its products are available in ASEAN and some of the key whisky markets around the globe. Going ahead, the company may look at full ownership of a distillery in India, but that depends upon on how the category is growing.