Allied Blenders and Distillers Limited (ABD) has launched its new premium whisky, ‘The Indian Edit’, in Assam, positioning the brand as a contemporary expression of Indian identity and the country’s growing premium spirits market.
The Indian Edit is a blend of Indian malt and grain spirits with fine Scotch malts. According to the company, the whisky features notes of vanilla, caramel and gentle oak, with a warm, rich character and a long finish.
The brand’s packaging draws inspiration from Indian cultural elements, with regional languages embossed on the bottle, a design inspired by Indian currency notes, a vintage motif reminiscent of classic travelling circuses and a cap designed to evoke a Maharaja crown.
ABD Managing Director Amar Sinha said India’s spirits industry was at an inflection point, with consumers increasingly seeking quality, distinctiveness and more evolved drinking experiences. He said The Indian Edit reflected ABD’s ambition to play a leading role in India’s premiumisation journey.
BikramBasu, Group Chief Marketing and Innovation Officer, ABD, said the whisky celebrates a modern, globally competitive Indian while remaining rooted in traditional values.
The Indian Edit will be available in 750 ml, 500 ml and 180 ml formats across Assam, Maharashtra, Delhi, Haryana, Uttar Pradesh, Punjab, Chandigarh, Jharkhand, Tripura, Rajasthan, Goa, Daman, Telangana and West Bengal. In Assam, the 750 ml pack is priced at ₹990, with prices varying across states due to excise regulations and taxes.
