Amrut Distilleries is looking to expand its presence in the Bengal market and has launched a special limited edition single malt called the “City of Joy Edition,” which will be available exclusively in Kolkata and surrounding areas for a short period. This move is part of the company’s strategy to tap into the growing demand for premium spirits in the region.
Amrut’s Joint Managing Director, TG Nikam, told TOI that the company is aiming for 50% growth in Bengal in 2024-25. He also mentioned that Bengal is expected to be one of Amrut’s fastest-growing markets. In fact, he noted that it’s the first time in the Indian alcoholic beverage industry that a limited edition has been branded after a specific city, which makes the “City of Joy Edition” a unique offering.
In the last fiscal year, Amrut sold 10,000 cases in Bengal, and this year, the company is targeting 15,000 cases. The “City of Joy Edition” will be available for 45-50 days and features a unique blend that sets it apart from other products in the market.
To meet the rising demand, Amrut is also increasing its distillery capacity. Currently, the company produces one million liters of liquor per month, but by January 2025, this will increase to 1.3 million liters. Amrut, a family-owned business, has a turnover of ₹500 crore (excluding duties), and with duties, its revenue reaches ₹1,800 crore. The company is focusing on premium products to improve profit margins and aims to remain at the forefront of innovation in the alcoholic beverages sector.
