Ardent Alcobev, an emerging player in India’s premium alcobev market, has unveiled Dram Bell, a luxury Blended Scotch Whisky, at an exclusive launch event held at Imara – Turf Club in Mumbai. The event was hosted by Kevin Pietersen, former England cricket captain and marquee investor in Ardent Alcobev, along with the co-founders.
Bottled in Scotland, Dram Bell is available in two variants: the Premium variant, priced at Rs. 1,750, and the Reserve variant, priced at Rs. 2,450. Each bottle represents the perfect blend of heritage and modern sophistication, offering a luxurious experience for whisky connoisseurs.
Expressing his enthusiasm for the launch, Kevin Pietersen shared his personal connection to the brand and the philosophy behind Dram Bell. “My investment in Ardent Alcobev is more than just a business decision; it’s a reflection of my personal values. Throughout my career, whether on the cricket field or with any other ventures, I’ve always prioritized dedication, quality, and the pursuit of excellence. Ardent has these same principles in their unwavering commitment to making process, and evident in every aspect of Dram Bell. While the aim is always to savour the experience, to appreciate the unique blend it has in moderation, ensuring that it’s about appreciating quality, not quantity.”
The evening also witnessed an exclusive Whisky Masterclass led by Iain Forteath, Master Blender at Ardent Alcobev. The interactive session provided attendees with a unique opportunity to taste various expressions of Dram Bell, while discovering the intricate art of whisky blending and tasting.
Commenting on the launch, Debashish Shyam, Co-Founder of Ardent Alcobev, shared, “With the launch of Dram Bell we’re not just entering India’s premium whisky market; we’re setting a new standard. Partnering with Kevin Pietersen, as both an investor and brand ambassador, adds a unique dimension to the brand but also brings his discerning eye and global appeal. While our objective is to transform the whisky landscape by offering a blend that seamlessly combines international standards of excellence with the evolving palates of Indian consumers while exploring the consumer base of Indian-Made Foreign Liquor (IMFL) drinkers.”
Dram Bell has been made available in Maharashtra in Nov 2024 and will be available at select retail and on-trade stores. The company will progressively expand distribution into other key markets in the North and South India.
About Ardent Alcobev Pvt. Ltd:
Ardent Alcobev Pvt. Ltd. is an emerging player in India’s premium alcoholic beverage market, founded as a joint venture between Rajasthan Liquor Ltd. (RLL) and industry veterans Debashish Shyam and Jatin Fredericks along with former English cricket captain Kevin Pietersen as a marquee investor. Ardent Alcobev is dedicated to building a portfolio of “bottled-in-origin” spirits that cater to the evolving tastes of the Indian consumer, offering global-quality products at affordable prices. The company aims to redefine the premium drinking experience in India as the market moves toward a more discerning consumer base. Ardent Alcobev debuted with Dram Bell Blended Scotch Whisky in Maharashtra in November 2024, with plans to expand its portfolio to other premium beverage categories.
Link to the website: https://www.ardentalcobev.com/
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