Pune : 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 values. Throughout my career, whether on the cricket pitch or in other areas of life, I’ve always valued dedication, quality, and the pursuit of perfection. Ardent upholds this same commitment while making, which is visible in every part of Dram Bell. We also encourage drinking responsibly, for enjoyment, and not for excessive consumption, so that everyone can savour and enjoy the experience in moderation.
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 and Director of Ardent Alcobev, shared, “We are redefining India’s premium whisky market with a blend that showcases unmatched quality and craftsmanship. With Kevin Pietersen as a strategic partner, we raise the brand’s profile by bridging the gap between international acclaim and preference of Indian market. This approach caters to the discerning tastes of IMFL drinkers who seek sophistication without compromising on their taste. We are confident that it will appeal to whisky connoisseurs as we merge global standards with local tastes to shape the future of Indian whisky, catering to the evolving preferences of IMFL drinkers.”
Dram Bell has been made available in Maharashtra from 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 will debut with Dram Bell Blended Scotch Whisky in Maharashtra in November 2024, with plans to expand its portfolio to other premium beverage categories.
