SOORAHI, the premium Indian whisky from Uppal Brewers and Distillers Pvt Ltd (UBD), has made its debut in Punjab, marking another big step in its North India expansion after a successful launch in Delhi earlier this year.
The brand is now available in five key Punjabi cities—Ludhiana, Mohali, Patiala, Jalandhar, and Amritsar. Punjab was chosen for its mature alcohol market and growing demand for high-quality spirits, which aligns perfectly with SOORAHI’s positioning as a premium whisky.
“For me, bringing SOORAHI to Punjab is both personal and professional,” said Kanhav Uppal, Co-owner of UBD. “These cities have a rich culture and refined taste. With SOORAHI, we’ve combined tradition with innovation, and we believe it will resonate deeply with the Punjabi audience.”
This move into Punjab marks SOORAHI’s second major market entry and signals UBD’s ambition to grow across North India. The company is targeting culturally rich and high-consumption regions for its expansion.
“Punjab is a dynamic market with knowledgeable consumers, and it was a natural next step after Delhi,” said Ankur Sachdeva, CEO and Co-Founder of UBD. “We’re building SOORAHI to be a truly national premium whisky brand, and Punjab plays a key role in that journey.”
SOORAHI’s name, inspired by Hindi words meaning “good” and “traveller,” reflects the brand’s theme of exploration. Its branding includes symbols like a compass and North Star, and the whisky itself, crafted by master blender Prabhat Barik, offers rich notes of oak, toffee caramel, dried fruits, and a touch of smoke.
With Delhi and Punjab now part of its footprint, SOORAHI is gaining strong momentum as it sets its sights on becoming a nationwide name in India’s premium whisky segment.
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