In partnership with Ardent Alcobev and Angus Dundee Distillers, the whisky is distilled and bottled in Scotland, with the aim of appealing to India’s discerning consumers. The whisky debuted in Maharashtra in November and is expected to expand to northern India soon.
Pietersen, who is also an investor in Ardent Alcobev, expressed his excitement about the opportunity in India, noting the country’s rapid growth in various markets. He believes the time is right to offer a premium Scotch whisky that caters to Indian tastes. The brand offers two blends: a regular blend and a five-year-old blend. The company plans to target key markets in northern India, including Haryana, Rajasthan, Punjab, and Delhi, and expects to expand further in the coming year. The goal is to sell around 100,000 cases in the first year and achieve a 0.8% market share in India’s premium whisky segment.
The company has priced Dram Bell about 15% higher than Indian-made whiskies in the same category, aiming to attract middle-class consumers to upgrade to a quality imported product at an affordable price. In the future, the company plans to add more variants, including a 12-year-old whisky, and explore other categories such as rums, gins, and vodkas.
Ardent Alcobev, a joint venture between Rajasthan Liquor Ltd (RLL) and founders Debashish Shyam and Jatin Fredericks, operates a grain-based distillery and bottling facilities across Punjab, Uttar Pradesh, and Rajasthan. It has a strong distribution network and partnerships with companies like United Spirits, Pernod Ricard, and AB InBev.
Pietersen emphasized the importance of focusing on the Indian market, noting that if the company can succeed in India, it will be a major achievement. He is committed to ensuring the brand grows steadily, starting with a single product before expanding.
