Mumbai: Ardent Alcobev has made a significant entry into India’s premium alcoholic beverage market with the launch of its new product, Dram Bell, a luxury blended Scotch whisky. This launch is poised to redefine the Scotch whisky experience in India, catering to the growing demand for high-quality spirits among discerning consumers. The whisky is available in two variants: the premium variant priced at GBP 16.56 (Rs. 1,750) and the reserve variant at GBP 23.19 (Rs. 2,450), each promising a luxurious experience that combines tradition with modern sophistication.
The introduction of Dram Bell marks a significant milestone for Ardent Alcobev as it seeks to carve out a niche in India’s competitive premium alcohol sector. With its focus on quality craftsmanship, strategic market positioning, and the backing of high-profile investors like Kevin Pietersen, Dram Bell is set to attract whisky enthusiasts looking for an elevated drinking experience. As Ardent Alcobev continues to expand its offerings and reach within the Indian market, it remains dedicated to delivering exceptional products that celebrate both heritage and innovation in the world of spirits.
Dram Bell is crafted using the finest whisky-making traditions from Scotland. The whisky features a carefully selected blend of malts and grains, resulting in a rich and complex flavour profile that appeals to both casual drinkers and connoisseurs alike. Each bottle of Dram Bell is bottled in Scotland under stringent quality control measures before being imported into India, ensuring that it meets international standards of craftsmanship. This commitment to quality positions Ardent Alcobev as a serious contender in the premium spirits market in India.
Ardent Alcobev’s focus on “bottled-in-origin” products reflects its dedication to offering spirits that resonate with the evolving tastes of Indian consumers. The company aims to set a new benchmark for premium spirits in India by providing products that not only meet global quality standards but also cater to local preferences. As the Indian market increasingly gravitates towards premiumization, Dram Bell is positioned to tap into this trend by merging international quality with local flavors.
The involvement of Kevin Pietersen, former England cricket captain and a prominent investor in Ardent Alcobev, adds significant value to the brand. Pietersen expressed his pride in being part of Ardent Alcobev, emphasizing the company’s commitment to quality and craftsmanship, which aligns with his personal values. He stated that Dram Bell embodies a luxurious blend that reflects dedication and excellence—qualities he has always strived for in his cricket career. Furthermore, he advocates for responsible drinking, encouraging consumers to savour their experience without overindulgence.
Launched initially in Maharashtra in November 2024, Dram Bell will be available at select retail outlets and on-trade establishments. Ardent Alcobev plans to gradually expand distribution into other key markets across North and South India. This strategic rollout aims to increase brand visibility and accessibility for consumers eager to explore premium whisky options.
Ardent Alcobev Pvt. Ltd. is a joint venture between Rajasthan Liquor Ltd. (RLL) and industry veterans Debashish Shyam and Jatin Fredericks, along with Kevin Pietersen as a marquee investor. The company is committed to building a diverse portfolio of premium spirits that cater to the changing preferences of Indian consumers while maintaining affordability. With its debut product, Dram Bell, Ardent Alcobev aims to redefine the premium drinking experience in India as the market evolves towards more discerning consumer choices.
