Indian consumers are seeking variety in their alcohol play and AlcoBev companies are not leaving any stone unturned. With the era of innovation and experimentation spilling over to varied consumer interests, the country’s premier liquor company has launched an innovative blend.
Blended Malt Scotch Whisky is rapidly emerging as a distinct category within the whisky market, setting itself apart from traditional Blended Scotches and Single Malts available in India.
Allied Blenders and Distillers Limited (ABD), India’s third largest company in the spirits business has launched a luxurious indulgence with ARTHAUS.
This premium offering is set to debut in Mumbai, with plans for expansion into key markets during the festive season.
Alok Gupta, Managing Director, Allied Blenders and Distillers Limited commented,“ARTHAUS is a significant move from ABD to enter the luxury portfolio. It gives the consumers a product which is curated from a collective of the finest Single Malts.
This Blended Malt Scotch is a key addition to our premiumization plan and a higher margin portfolio. With Zoya Special Batch Gin, the recent announcement of Russian Standard Vodka, and now ARTHAUS Blended Malt Scotch we are building our luxury portfolio.”
Inspired from the world of Art, the brand name draws inspiration from it, reflecting geometric minimalism of the famed Bauhaus movement.
The brand architecture of ARTHAUS encompasses a diverse array of artistic techniques, including drip art, the transition from reality to abstraction, and the textures of palette knives and mixed media.
Bikram Basu, Chief Innovation and Strategy Officer, ABD said “ARTHAUS is an exceptional Blended Malt Scotch. It’s ‘Art Bottled’. This journey of ARTHAUS has been a joyful experience.
The discoveries in the art of blending and the World of Art in terms of form, expressions, cultures have been engrossing. This brand will make curious minds experience it, love it, and advocate for it.”
This artistic vision underscores the philosophy that blending exceptional whisky is, in itself, a form of art.
ARTHAUS Blended Malt Scotch Whisky is available at an MRP of Rs. 4,800 for a 750 ML bottle.
Currently, it is available in Mumbai and Pune, with launches planned for other key markets such as Haryana, Uttar Pradesh, Chandigarh and West Bengal in the near future.
Editor’s Note
The AlcoBev Industry in India was estimated to be USD 55 Bn in 2023 and is expected to grow to USD 112 Bn by 2034. 95% of the market in India is dominated by brown spirits such as Beer, Whisky and Rum while only 5% constitutes of white spirits such as Vodka and Gin.
A fourth of the Indian AlcoBev market comprises of Beer while premium variants of alcohol are growing faster due to improved distribution, aspirational Indians comprising of the well-heeled, the experimentative Millennials and the overall innovation being driven in consumption experience points such as Pubs, Bars and RestoBars.
Note: Drink Responsibly. Drinking alcohol causes Cancer.
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