On a Sunday, I drove from Noida to Delhi with a friend from the media. Usually, this journey deserves its own survival story—horns, jams, and the eternal battle for lane space. But that day, the roads were clear, already a small win.
Odella in Green Park nods to Renaissance art without turning into a museum piece. The interiors have drama that lets you breathe, making you curious rather than intimidated. From my seat, I could see lady bartenders at work and a DJ console hinting at how the space transforms after dark. The tables are set apart enough to keep conversations private—something rare in Delhi.
The Prawn Dynamite arrived crisp, with sesame and a punchy sauce. The Chilli Oil Chicken came alive with Sichuan pepper, while the Mansa Ghee Roast layered roasted spices, coconut, and heat beautifully. Cocktails were playful without being gimmicky—the Venice Sunset with berries and jasmine gin, the Italian Peninsula with limoncello, and the Renaissance with vodka, plum wine, and yuzu, which became my clear pick.
The Linguine Three Chilli Aglio e Olio was bold and addictive. The Koni Chicken Biryani, though tasty, felt more like a reinterpretation than the Kerala original. Desserts wrapped it up neatly: the Biscoff Tres Leches brought cinnamon-caramel comfort, and the Burnt Cheesecake with chocolate sauce was indulgent simplicity.
The drive back was the perfect coda—light drizzle, Shah Rukh Khan songs, and my friend asleep in the passenger seat. You set out thinking of food, but the real memory is the easy flow of the evening. Odella added to that rhythm, making it worth the trip.
Details: Address: 3, Block A, Second Floor, Sri Aurobindo Marg, Green Park, New Delhi Timings: 12.00 pm–1.00 am Meal for two: INR 2600
Mayouchi embraces the rich culinary traditions of Chinese and Japanese cuisine, infusing both styles with a contemporary flair. The restaurant aims to be a harmonious blend of Chinese and Japanese cooking techniques, creating a unique and immersive dining experience.
At Mayouchi, gastronomy is more than a meal—it’s an experience that unites heritage with modern flair. Every element, from the sourcing of ingredients to the final flourish on the plate, is crafted to create moments of delight and discovery.
Helming Mayouchi’s kitchen is Chef Golpin Sianipar, a culinary virtuoso known for his mastery of Asian cuisine. Drawing inspiration from his roots and global culinary influences, Chef Golpin brings a fresh, contemporary approach while respecting time-honoured traditions. His creations blend authenticity, technique, and imagination, resulting in dishes that are vibrant, memorable, and layered with meaning.
Nestled in the heart of Mumbai, The Westin Mumbai Powai Lake offers one of the city’s most captivating lakeside views. Inspired by this idyllic setting and the stories etched within its walls, Mayouchi’s bar presents a curated selection of cocktails celebrating the property’s rich past and lively present.
Mayouchi strives to offer an elegant and intimate lounge experience. The setting is ideal for enjoying breath-taking sunsets over the city skyline and the serene Powai Lake. As the evening progresses, the restaurant transforms into a high-energy lounge, featuring craft cocktails and a curated music playlist.
The handcrafted cocktails tell a beautiful story, adding a personalised touch to the beverage menu. The cocktails had a smooth finish with none of the ingredients overpowering the drink.
The Chef’s Special Curated Menu showcases the culinary expertise of the chefs. The menu is a testament to Mayouchi’s commitment to exquisite dining. The food was flavourful accentuating the elegance of each dish.
Mayouchi is not just a restaurant; it’s an immersive journey through the vibrant tapestry of Asian flavours and aesthetics, where every detail is crafted to elevate the dining experience.
Piccadilly Distilleries has now entered the vodka segment with Cashmir Craft Vodka. This premium small-batch vodka takes inspiration from Kashmir and sets itself apart with its unique base ingredient—Sona Moti Wheat, also known as the Golden Pearl.
Price & Availability Cashmir Vodka is priced at ₹1,800 in Goa for a 750 ml bottle, with an ABV of 42.8%. It is currently available across Rajasthan, Maharashtra, Himachal Pradesh, Uttarakhand, Delhi, Daman, and Uttar Pradesh.
How It’s Made Sona Moti Wheat, used in Cashmir Vodka, is believed to have been rediscovered after nearly 2,000 years. With its rich golden grains, this wheat has deep roots in Indian culinary heritage. Piccadilly revived it by cultivating and replanting over 200 acres, a process that took six years – post acquiring a handful of grains from a farmer based in Punjab.
Produced in small batches, Cashmir Vodka uses pristine water from Kashmir. The spirit undergoes seven rounds of distillation followed by five stages of activated carbon filtering for purity and smoothness. To further refine the liquid, it is polished with mango wood charcoal to remove bitterness, and finally filtered through platinum, gold, and silver—giving it a silky and refined texture.
The vodka is curated by Master Blender Surrinder Kumar (the mind behind Indri-Trini and Camikara), the vodka is positioned as a premium contender in its category.
Packaging In contrast to the often flashy vodka segment, Cashmir opts for elegance and subtlety. The label features a holographic window that, when viewed through, reveals a snow-capped mountain. Iconic Kashmiri motifs—flora, fauna, and even the Shikara—adorn the design in a soft golden hue.
The bottle also states clearly that this vodka is non-hybrid, 100% vegan, and contains no added sugar, making it transparent and consumer-conscious.
Nosing
Clean and neutral nose
Gentle grain sweetness from wheat
Soft minerality
Tasting
Smooth, elegant mouthfeel
Subtle Vanilla sweetness with spicy bite and crisp dryness
Refined texture
Long, Medium finish with a silky character
Conclusion So how is Cashmir Vodka?
At a price point of ₹1,800 – it competes with imported vodka brands while offering something distinctly Indian. Its story—the revival of Sona Moti Wheat, gives it authenticity and depth and for vodka lovers – it’s a spirit that can be tried once for sure.
Piccadilly Distilleries launched Indri Agneya recently – a lightly peated expression of its famous Indri Trini Indian Single Malt. That was launched back in 2022 and we reviewed that as well. Indri Agneya is an expression that is slightly different from the original, the Agneya is a dual-cask expression with a peated profile whereas Trini is aged in triple casks.
Price & Availability
Coming back to Indri Agneya – it is produced at Piccadilly’s Indri distillery in Haryana and is priced at ₹3,800 for a 750 ml bottle, with an ABV of 46%. It is currently available in Haryana, Rajasthan, Maharashtra, Himachal Pradesh, Uttarakhand, Delhi, Daman, and Goa, with more states and select international markets joining soon.
The price ranges from Rs. 3,800 – Rs. 8,000 with the most expensive being in Maharashtra.
How It’s Made
The name “Agneya” comes from Sanskrit, meaning “belonging to fire,” a nod to its smoky character. This expression uses indigenous six-row barley and is matured in Sherry and Bourbon casks.
According to Master Blender Surrinder Kumar, this is one of the most refined single malts they’ve made to date. The barley is gently kilned over peat smoke, allowing smoke to enhance rather than dominate the spirit. This ensures the whisky stays balanced and doesn’t lean too heavily on smoky intensity — a common challenge with peated malts.
Packaging
Agneya comes in a bold black bottle that stands out from the Trini’s design. The label highlights that it’s non-chill filtered and has no added colour. It even mentions that the whisky might appear slightly cloudy in cooler climates, completely natural.
The whisky itself has a deep, dark brown hue and the bottle design, with its striking black cap, gives it a premium, confident look.
Nosing
Light smoke
Delicate chocolate & vanilla sweetness
Warm spice
Fruity flavour – possibly apple and apricot
Earthy peat dust
Tasting
Sweet profile, toffee nutty flavour with gentle spice
Warm wave of peat smoke
Long finish with bite of spice
Conclusion
How is Indri Agneya? At Rs. 3,800 it is Picadilly’s bold expression.
Peated whiskies are usually an acquired taste, but this one feels refined and inviting. If you’re a fan of Indri or curious about exploring peated malts without going full Islay-style, this is definitely worth trying. It’s a confident step forward in India’s single malt journey and one that whisky lovers will appreciate.
After reviewing The Spirit of Kashmyr plain vodka, today we’re diving into its saffron-infused variant. And just to be clear – this isn’t saffron flavoured vodka, it’s saffron infused, crafted to capture the delicate aroma of the spice.
Before you continue reading this I’d recommend checking out my review of the plain vodka, since both share several similarities, except for one key difference in distillation.
Price & Availability
This saffron vodka is produced by Radico Khaitan – India’s largest vodka maker and a 750 ml bottle is priced at ₹3,000 in Uttar Pradesh, with an ABV of 37.5%, slightly lower than the plain vodka’s 42.8%. It’s now also available in Maharashtra at Rs. 4,000 and Rs. 3,300 and Goa, with more states to follow soon.
What Makes It Special
Like the original, the saffron variant is made from premium Basmati rice and pure Himalayan Spring water. The saffron infusion elevates it into a more premium offering, and given the ₹3,000 tag in UP, one can expect even higher pricing across other states.
The bottle proudly features the Crocus sativus flower – the saffron crocus – sourced from Pampore in Jammu & Kashmir, a region famed for producing some of the world’s finest saffron.
The Name & Tribute
As I mentioned in my earlier review, The Spirit of Kashmyr Vodka’s are Radico’s homage to the Kashmir region – and celebrating its natural beauty and cultural heritage.
Packaging
The saffron edition mirrors the vibrant design language of the plain variant, this time in deep maroon-red hues. The bottle highlights the saffron flower, with “Indian Saffron Vodka” boldly printed across. The design draws inspiration from Kashmir’s landscapes – snow-capped peaks, saffron blooms, and a crystal-clear cork shaped to reflect mountain springs. The two-tone aesthetic adds a premium feel.
Also it mentions clearly on the bottle as well that there are no added flavours to this.
How it’s Made
Produced at Radico’s flagship Rampur Distillery, the saffron vodka follows the same meticulous process as the plain variant. It begins with multiple column distillations for a high-purity spirit. The saffron is then infused post the first distillation – adding subtle warmth without overpowering the base.
The spirit is further distilled slowly in copper pot stills for depth and smoothness, before being polished through silver, platinum and diamond-coated filters. The result is a crystal-clear vodka with remarkable finesse.
The creation is also overseen by Anup Barik, Radico’s renowned Master Blender, who has shaped number of products for them.
Nosing
Warm, floral notes
Light saffron spice
Refined and smooth
Tasting
Silky/creamy on the palate
Mild Spicy bite
mild honey-like sweetness
Long finish
Conclusion
This vodka is a bold step in Radico’s push into the premium space, following the success of Jaisalmer Gin and their luxury whiskies. The spirit itself is well-crafted and unique, but the challenge lies in pricing.
At ₹3,000 in UP (and likely higher elsewhere), it enters the territory of popular products like Grey Goose, Ketel One and Absolut. Whether it can carve its niche in that crowd will be interesting to watch. But as a product it is pretty good and surely something that you should try once.
What comes to your mind when you think about Kashmir? Snow-capped valleys, crystal-clear Himalayan waters or something else? Radico Khaitan wants to bottle that very essence in their latest creation – The Spirit of Kashmyr Vodka. Yes, this is the same Radico Khaitan that recently invested in Shah Rukh and Aryan Khan’s spirit’s venture and this time they are bringing two variants of this vodka – Natural (Classic) and Saffron.
Price & Availability
The Spirit of Kashmyr is priced at ₹2,500 in Uttar Pradesh for a 750ml bottle with an ABV of 42.8%. It’s is now also launched in Maharashtra for Rs. 3500 in Maharashtra and Rs. 2,800 in Goa, with more markets to follow soon. Made from premium Basmati rice and Himalayan Spring water, it clearly aims for the luxury segment. That’s a smart move, considering the regular vodka category in India has been flat, while flavoured vodkas are seeing growth.
The Name
The name draws from the rich culture and natural beauty of Kashmir. But don’t confuse it with Cashmir vodka by Piccadilly, which is made from winter wheat. Honestly we are loving the whole emerging Kashmir vodka vibe from Indian makers – it feels fresh and distinctive.
How It’s Made
Crafted at Radico’s flagship Rampur Distillery, Kashmyr is a small-batch, grain-based vodka. The process starts with multiple column distillations for a high-purity neutral spirit, followed by slow copper pot distillation for added smoothness and character. Finally, it’s polished through silver, platinum and diamond-coated filters for a clean, refined finish. The result? Crystal-clear vodka with refined smoothness. Credit for the blend goes to Master Blender Anup Barik, known for several standout Radico creations.
Packaging:
Now let’s look at the packaging. Vodka’s usually feature vibrant packaging, unlike whiskies and malts.
And I must add this possibly is one of the most vibrant I’ve seen. It features the Saffron Crocus flower, which is used for making saffron and in India – this flower is exclusively available in Kashmir and the bottle design features visuals inspired by Kashmir’s landscape, including Himalayan peaks and saffron flowers. It includes a clear cork designed to resemble mountain springs. I love the two-tone colour as well.
Nosing:
This is a natural vodka – which means no added infusions
Hints of vanilla and sweetness
Even with 42.8% ABV it doesn’t hit you hard, which means it is refined.
Tasting:
Creamy and smooth, with faint hints of grain
Slight bite of spice
Medium finish with warmness in the mouth
Conclusion:
So how is the Spirit of Kashmyr Natural Vodka? It is smooth and interesting. Radico is trying to target a premium product segment by paying homage to Kashmir. And with this vodka they are looking to bring their own twist to the segment. If you like Vodka’s then this is surely a try once atleast. And then you can decide if this deserves a place in your shelve.
Buffalo Trace Kentucky Straight Bourbon Whiskey is one of the most celebrated bourbons in the world, crafted by the renowned Sazerac Company. Over the years, it has received numerous accolades for its quality and craftsmanship, standing out as a classic American bourbon.
Interestingly, India reduced the import duty on bourbons to 50% earlier this year, paving the way for more premium labels to enter the country. Buffalo Trace has already made its way here and is priced at around ₹5,000 in Mumbai for a 750ml bottle (ABV 45%). It is also available in Goa, Delhi, Pune, and Chennai, where it may retail at a lower price.
What Makes a Bourbon?
Bourbon is a distinctive style of American whiskey, made with at least 51% corn and aged in new, charred oak barrels. While it is often associated with Kentucky, it can legally be produced anywhere in the U.S. An interesting point is that the spelling of whiskey in America is usually with an “e.”
A fun fact: Jack Daniel’s, which enjoys immense popularity in India, technically meets the definition of bourbon but is more widely recognized as a Tennessee Whiskey.
Why the Name “Buffalo Trace”?
The name pays tribute to the mighty American Buffalo, a symbol of rugged independence and pioneering spirit. It reflects the brand’s heritage and its homage to America’s early frontier history.
How It’s Made
Buffalo Trace Bourbon is crafted using a low-rye mash bill of corn, malted barley, and rye. The grains are fermented with a proprietary yeast strain, then distilled twice—first in a column still, then in a doubler—to refine the flavor.
It is aged for 6–8 years, considerably longer than most bourbons, in new charred American oak barrels. Once matured, the barrels are carefully selected and blended, ensuring that each batch matches the distillery’s “Gold Standard.” If it doesn’t meet the benchmark, it simply doesn’t get bottled.
The whiskey is produced at the historic Buffalo Trace Distillery in Kentucky, the oldest continuously operating distillery in the U.S., with over 200 years of heritage. It has earned the title of the World’s Most Award-Winning Distillery.
The Master Distiller
Buffalo Trace has been shaped by legendary names such as Colonel E.H. Taylor, George T. Stagg, William Larue Weller, and Elmer T. Lee. Today, the bourbon is overseen by Harlen Wheatley, who became Master Distiller in 2005. He is the sixth Master Distiller since the Civil War era.
Packaging
The bottle design is classic and understated, reminiscent of vintage whiskey bottles. The front label is simple yet striking, featuring the image of a buffalo alongside the brand name. The side label details the whiskey’s heritage and production.
Notably, Buffalo Trace contains no added color—its rich amber hue comes naturally from years in charred oak barrels.
Nosing Notes
Strong notes of vanilla, caramel and brown sugar
Hints of honey and toasted oak
Tasting Notes
Complex aromas of vanilla, mint, and molasses
Flavors of brown sugar, spice, oak, toffee, dark fruit and anise
Smooth, balanced and layered
How to Enjoy
Buffalo Trace is best enjoyed neat or on the rocks, though it works equally well in a classic bourbon cocktail. In India, many drinkers may prefer it mixed, but its smoothness makes it worth trying in its pure form.
Conclusion
Buffalo Trace Kentucky Straight Bourbon Whiskey delivers an impressive balance of flavor, smoothness, and heritage. While bourbon isn’t as widely consumed in India compared to Scotch or blended whiskies, Buffalo Trace offers a premium experience that justifies its reputation.
At ₹5,000, it may be a niche purchase, but for those who enjoy Jack Daniel’s or other American whiskeys, Buffalo Trace is a natural next step. Its quality explains why it continues to win awards worldwide – and why it deserves a place on your shelf.
You know a city’s serious about food when you go back eight times for it. And while Jaipur’s kachoris are definitely part of the pull, I also return for the block prints, the bazaars, and the city’s old-world charm. But this time, the agenda wasn’t the usual street food chase or Anokhi haul. I was there for one reason: to finally eat at Primitive, Jaipur’s new fire-obsessed, flavour-forward restaurant that’s already turning heads.
Tucked inside Hotel Pearl Palace, Primitive is a design-heavy space that makes you pause and look up. The interiors draw from ancient Indian aesthetics without being literal; carved walls, dramatic lighting, and textured surfaces give it the vibe of a contemporary cave palace. There’s even a Sheesh Mahal-inspired room with shimmering thikri work that almost steals the spotlight from your cocktail. The space is divided into five distinct sections, including a tasting room and terrace bar, each designed with intricate craftsmanship and moody elegance. The entire experience—visual and culinary—is crafted by Karan Singh Wallia and Simran Kaur Wallia, the husband-wife duo behind this venture and the popular Native Cocktail Room.
Smokey bites, spirited sips, and sweet finales
The food here doesn’t come with frills; it comes with flames. The kitchen is led by Chef Mohib Farooqui, and there’s no gas in sight; just woodfire, coal or ember driving the cooking. The result? Familiar flavours, reimagined with creativity.
Shakarkand ‘Do’ Pyaza arrived with roasted sweet potato and onions done two ways. Sweet, smokey, and smartly balanced. The Butte ke Kees, layered with jeeravan spice, corn broth and smoked ghee powder, was homely comfort elevated to fine dining. Beetroot and Walnut Khatai had a mild kick and crunch from the biscuit; simple, bold and plated like art.
Among the non-vegetarian picks, the Prawn Patio stood out. Grilled, saucy, and finished with salli; one of those dishes that disappears before conversation can resume. Primitive Pepper Chicken was another hit: coal-roasted, glazed with tamarind and pepper, topped with garlic chips. The Junglee Murgh, slightly wilder in flavour, came with glossy skin, Mathania chili emulsion and a garlicky yoghurt dip that I now want bottled.
Even the vegetarian mains were confident. Bharelu Bhindi was stuffed, saucy, and felt more indulgent than I expected. Amrood ki Kadhi sounded quirky, but the mix of charred guava and kadhi turned out to be quietly brilliant.
The drinks deserve their own fanbase. Calicut was a dessert in a glass…coffee and coconut over whisky and peach caramel, complete with trivia on Kerala’s coconut heritage. East IndiaCompany was punchy and nostalgic, with smoky whisky, oat milk and dark rum playing surprisingly well together. Masala Chai Old Fashioned brought bourbon and spice together with ease and had me rethinking my usual post-dinner tea.
I couldn’t skip dessert, of course. Gajar ka Halwa came shaped like a carrot, smoked just enough, and topped with cardamom cream cheese frosting. The Primitive Mithai Board was like a candy box curated by someone who respects tradition but shops at a French pâtisserie. Think kaju katli macaron, mosambi fruit gel, and a coffee-cardamom bonbon, among others. And yes, I also tried the Haldi Doodh Ice Cream. Fermented turmeric, pepper milk foam, milk crumble; it was strange, but in a good way.
Verdict
Primitive doesn’t shout innovation. It simmers, chars, and grills its way into your memory. The techniques may be old, but the imagination is fresh. If you’re in Jaipur and looking to try something new without straying too far from the familiar, this is where you should head, well, with an open mind and an empty stomach.
• Panel discussion on FTA seeks reduction in tariffs
• Company of The Year is Allied Blenders & Distillers
• Corporate Leader of the Year is Nilesh Patel of Global Beverages Group
• Business leader of the Year is Davide Aiudi of Guala Closures India
• Lifetime Achievement Award goes to Satpal Chaudhry who has held key positions in Mohan Meakins, United Breweries, Shaw Wallace, Empee Distilleries, Him Neel Breweries, and Khoday India.
With India’s alcobev sector showing exceptional growth, SAP Media Worldwide, the publishers of Ambrosia magazine among other publications, reached yet another milestone. On March 21 and 22, it hosted the 20th edition of INDSPIRIT 2025 at Le Meridien, Gurugram. The two-decade journey of INDSPIRIT is a highpoint, reflecting the challenges and opportunities the sector has been navigating all through. And when industry peers met to network, exchange ideas and to chill, it was truly a celebration.
INDSPIRIT is an amalgamation of conference, exhibition, networking and AMBROSIA Awards, organised by Ambrosia. This year the panel discussion was on ‘Free Trade Agreements: Gateway or Roadblock for Indian Alcobev Industry’. The 20th edition also featured a consumer-day, to connect the industry with the end-consumer to taste the many different brands. INDSPIRIT 2025 was powered by Platinum Partner SNJ Group and supporting partners Diageo India and Pernod Ricard.
This year INDSPIRIT had an open consumer day on March 22 wherein consumers got to taste a variety of spirits. Lifting the spirits were DJ Veronika and DJ Zorin, followed by sumptuous buffet. It was day 1 of IPL 2025 cricket and SAP Media ensured that there was live coverage, adding to the zing.
Eminent Jury
The AMBROSIA awards were adjudged by an eminent panel of jury members and they included Stephen Beal (London) – Founding Sr. Consultant, Master of Whisky International Drinks Specialists; Bernhard Schafer (Germany) – A Whisky Expert, Spirit Consulting and A Master of Quaich; Ajoy Shaw – DipWSET Wine Maker & Consultant; Binod Maitin – Independent Technical Consultant; Julie Lee (Taiwan) – Industry Expert and Entrepreneur; and Katsuhiko Tanaka (Japan) – Director, Japan Import System Co.
The jury members for the Packaging category of awards were Prof. K Munshi – Industrial Design Centre, IIT Powai; Shekhar Amberkar – Asst. Director, Indian Institute of Packaging & Head of International Packaging Centre and Jigna Shah Oza – Communication Designer | Design Educator.
Panellists seek rationalisation of tariffs
The panel discussion was moderated by Bhavya Desai, Group Head and CEO of SAP Media Worldwide and the panellists were Suresh Menon, Secretary General of International Spirits and Wines Association of India (ISWAI); Ajay Srivastava, Founder, Global Trade Research Initiative; and Rajnish Singh of Dhvaen Law Practice and consultant on FTA to the Government.
The panellists were in consensus that tariffs on alcobev products are extremely high. Ajay Srivastava said that Donald Trump, the US President was right when he mentioned that India charged 150% tariff on alcohol-based products, followed by passenger cars, while agriculture products it ranged between 30 and 40% and industrial products between 7 and 12%. Trump, he added, was disrupting the world economy with a tariff war.
Suresh Menon said the FTA negotiations were ongoing with the UK and the position of ISWAI members has been that there should be a reduction in tariff on spirits in whatever form they were imported – either bulk or bottled. There was unwanted fear that there would be dumping by cheap Scotch whisky and that would disrupt the domestic market, he said and added that with the trend of premiumisation, this was unlikely to happen. Rajnish Singh advocated a threshold level of tariffs as to bar cheaper products from entering into the country, thus in a way protecting the domestic industry which has been investing substantially in the sector. He referred to the Economic Cooperation and Trade Agreement with Australia which has a threshold level to ensure that cheap wines are not dumped in the Indian market.
The panellists also referred to the Scotch Whisky Association which since 1915, stated that to be called Scotch Whisky, the spirit has to be aged no less than 3 years, malt or grain – replacing the old early 1900s limit of 2 years. The panellists opined that as the rule on 3 year maturation is not going to change and that Indian whisky manufacturers who wanted to export had to keep this in mind, even though the whiskies in India matured faster due to the hot climate.
India third largest alcobev market
Bhavya Desai talked about how India is the third largest alcobev market and was valued at over 52 billion dollars in 2024 and expected to touch 64 billion dollars by 2028, growing at a CAGR of 6.8%.
The panel discussion was followed by the much-awaited AMBROSIA Awards. In his opening address before the awards, the Managing Director and Publisher of SAP Media Worldwide, Trilok Desai said, “Despite operating in a highly regulated environment, the industry is witnessing remarkable growth. But with this growth comes a sense of uncertainty. Domestic players are increasingly concerned about the impact of reduced tariffs on Bourbon and the potential phased reduction on Scotch. The worry isn’t limited to premium Scotch—it extends to more affordable Bourbons and Tennessee whiskies, which could directly challenge mid-range IMFL brands.”
Global alcobev giants dominate
Desai added, “Currently, the Indian alcobev market stands at around 410 million cases, growing at a modest rate of 5%. The beer market is slightly larger at approximately 425 million cases, with a healthy growth rate of 8% to 10%, while the country liquor market is around 250 million cases. The world’s top nine alcobev companies operating in India hold a market share of over 52% by value and 43% by volume of the total Indian alcobev market.
Global alcobev giants operating in India bring deep experience from multiple international markets, significantly contributing to the industry’s growth. However, we shouldn’t overlook our own strengths. Indian companies are producing exceptional IMFL products, world-class single malts, and premium gins, along with competitive, high-quality beers that stand toe-to-toe with international brands. That’s something Indians should be incredibly proud of.”
Success of Indian single malts
Referring to the success of Indian single malts on the global map, Desai mentioned how they are inspiring even multinational companies to invest in producing premium spirits within India. “Many are now not only crafting outstanding single malts here, but also looking to export them globally — a true testament to the growing stature of Indian spirits.”
Talking about the AMBROSIA Awards, Desai said, “They are not just about recognition—they’re a celebration of the hard work, creativity, and dedication that have driven the industry forward over the past year.
Tonight, we honour excellence—from outstanding products and innovative packaging to groundbreaking marketing strategies. Over the past 30 years, Ambrosia has witnessed the transformation of the alcobev industry. What was once a market dominated by a few players has become a vibrant and competitive landscape, with Indian and multinational companies alike driving innovation and quality.”
He said that the AMBROSIA Awards have stood for excellence for three decades, thanks to a rigorous and unbiased judging process. “Each year, we assemble an international jury whose expertise ensures that only the very best are recognised. Their insights have highlighted significant improvements in product quality across various categories. Beyond the products, the jury has also acknowledged the remarkable advancements in packaging and design. From labels and bottle shapes to overall presentation, Indian brands are not just meeting global standards—they are often exceeding them.”
Ambrosia launches ASEAN Edition
Desai talked about Ambrosia magazine which has completed 33 years of successful publishing and in 2024 the ASEAN Edition of Ambrosia was launched. The ASEAN edition, launched from Singapore is being circulated across nine ASEAN countries—making Ambrosia the world’s largest combined circulated alcobev magazine. But we’re not stopping there. We’re also exploring the possibility of hosting an international exhibition and awards in Singapore—a significant milestone for the brand.
After Desai’s speech, the AMBROSIA Awards were presented by Air Marshal (Retd) Anil Chopra, a highly decorated officer of the Indian Air Force.
It isn’t everyday that a famous English cricketer decides to launch their own Scotch whisky – well may be not globally atleast. In India this has become a recent trend where celebrities have started jumping onto the alcobev bandwagon. Take for instance Sanjay Dutt, whose Glenwalk Whisky is doing pretty well in the market. Even SRK and his son Aryan have launched their premium Vodka in the market..
Now what makes Dram Bell special is that it comes from Kevin Pietersen – the former England Cricket Captain, who is a marquee investor in the company. I did sit down with him for a chat and you can read that conversation here.
The Dram Bell scotch whisky comes in 2 variants – the Premium and the Reserve. The Reserve comes with a 5-year age statement. But today I am reviewing the premium, priced at INR 1,750 per bottle for a 700 ml with a ABV of 40% and currently it is only available in Maharashtra with plans to launch in other states soon. Now this is positioned slightly higher than the other products in this. Why? We’ll talk about that later.
This whisky is brought to you by Ardent Alcobev Pvt. Ltd., which is a JV between Rajasthan Liquor Ltd (RLL) and Industry veterans, Debashish Shyam and Jatin Fredericks. Now you must be wondering how does KP come into the dram here? As mentioned earlier he is an investor in Ardent and naturally he is going to use his star power to promote the brand.
The whisky gets its name from a unique tradition during the Victorian time when distilleries rang a bell for the workers to come and enjoy a dram of whisky – on the house – a tradition that apparently these makers continue to the day.
What’s interesting is that Angus Dundee Distillers is the one who distils, blends and bottles Dram Bell in the Highlands Region in Scotland. Now they are a renowned name who are the makers of famous single malts like Tomintoul, etc and have been around for a longtime.
The scotch is made under the supervision of Ian Forteath, Dram Bell’s Master Blender with the blend using a combination of aged malt and grain Scotch whiskies, matured in first and second-fill American bourbon oak casks and the makers say that this results in a refined and complex flavour profile. Now what does first and second fill cask mean? It means that a cask that has previously been used to age sherry, port, bourbon, or other aged wines or spirits, and is now being used to age another whisky for the first time. And this process tends to add a distinctive flavour.
Packaging
The mono carton packaging is very Scottish in terms of the red/maroon colours with all the information – the key one being that it is exclusively made in Scotland.
It comes with a neck tie that has info from KP and the bottle is very familiar, since it is bottled by Angus Dundee it is slightly familiar to Tomintoul single malt. I like the ingredients where is states on the bottle – scotch whisky, water and natural colour, which means it has purely got its colour from the barrels and maturation process – making it authentic.
Nosing and Tasting
At first whiff you can get the aromas of sweetness, hint of chocolatey, toffee/caramel sort of finish. Its is surely fruity and also a hint of fennel may be? In terms of taste – it is sure sweet with hints of apple, spice and caramel finish. On the throat the finish is short but smooth and there is no burn, which hints that it has even matured well.
Conclusion
So how is Kevin Peterson Dram Bell scotch whisky? Well for a price of Rs. 1750 it is competing with some very good names in the category. Like Teachers Highland Cream, Grants, 100 Pipers Deluxe etc. And with the prospect of it being more affordable in other states (when it launches), this makes it a pretty good proposition.
