~ Allied Blenders & Distillers puts currency-note languages, circus-label nostalgia and a Maharaja crown cap on a ₹1,550 prestige play ~
Mumbai, September 2026: Allied Blenders and Distillers (ABD) has rolled out The Indian Edit, a new premium whisky aimed at Indians who want heritage without sounding heritage-only. The liquid blends Indian malt and grain with fine Scotch malts — vanilla, caramel, gentle oak — then wraps the bottle in everyday Indian codes: regional languages embossed like currency notes, a vintage travelling-circus label motif, and a cap styled as a Maharaja crown.
The pricing and footprint are deliberate. The 750 ml pack opens at ₹1,550 in Maharashtra (state taxes vary), with 500 ml and 180 ml SKUs rolling across Maharashtra, Delhi, Haryana, Uttar Pradesh, Punjab, Chandigarh, Rajasthan, Goa, Daman, Telangana and West Bengal, and more states planned. The marketing bet is clear: ride India’s whisky premiumisation curve by selling distinctiveness, not just proof and price.
design — languagesAmar Sinha, Managing Director, ABD, said: “India’s spirits industry is at an inflection point, and premium whisky sits right at the centre of it. Consumers today are moving beyond scale and price, seeking quality, distinctiveness and a more evolved drinking experience and this shift is only accelerating. The Indian Edit is a strong articulation of where we see this category going, reflecting our belief and reinforcing ABD’s ambition to lead rather than simply participate in India’s premiumisation journey as it begins to unfold.”
Bikram Basu, Group Chief Marketing and Innovation Officer, ABD, framed the cultural edit: “The Indian Edit Premium Whisky captures the beauty of India today. Increasingly modern in outlook, globally competitive, and evolving on traditions and values which are core to us as people and our ancient civilisation. It celebrates a person rooted as ‘The Indian’ and confident in shaping a contemporary, global view.” Packaging is doing half the brand work here — the bottle is the campaign before the campaign.
Marketing take: Most prestige whisky still borrows Scottish theatre. ABD is packaging Indian pride as product design — languages, circus nostalgia, crown cue — and pricing it for the prestige aisle at ₹1,550, not the museum shelf.
