Allied Blenders and Distillers Ltd (ABD), a leading spirits company, has launched ‘The Indian Edit’, a premium whisky positioned for contemporary and globally oriented Indian consumers.
The brand is built around the idea that modern Indian success is increasingly expressed through the confidence to shape traditions and evolving culture into a distinct personal identity. The whisky seeks to present Indian heritage as a source of pride through a premium drinking experience.
Blend combines Indian and Scotch malts
The Indian Edit is a blend of Indian malt and grain spirits with fine Scotch malts. Its flavour profile includes notes of vanilla, caramel and gentle oak, with malts adding warmth, richness and a long finish.
The brand’s packaging draws extensively from everyday Indian cultural elements. Regional languages are embossed on the bottle, with the design inspired by the appearance of Indian currency notes.
Packaging reflects Indian identity
The label features a clean design with a vintage motif reminiscent of classic Indian travelling circuses, while the cap is designed to evoke a Maharaja crown.
Together, these elements are intended to reinforce the brand’s positioning as a distinctly Indian premium whisky with a contemporary outlook.
ABD targets premiumisation
“The Indian Edit is a strong articulation of where we see this category going, reflecting our belief and reinforcing ABD’s ambition to lead rather than simply participate in India’s premiumisation journey as it begins to unfold,” said Managing Director, Amar Sinha.
“The Indian Edit Premium Whisky captures the beauty of India today. Increasingly modern in outlook, globally competitive, and evolving on traditions and values which are core to us as people and our ancient civilisation,” said Chief Marketing and Innovation Officer, Bikram Basu.
Initial launch across 11 markets
The launch comes amid sustained growth in India’s premium whisky segment. The Indian Edit will be available in 750 ml, 500 ml and 180 ml formats across Maharashtra, Delhi, Haryana, Uttar Pradesh, Punjab, Chandigarh, Rajasthan, Goa, Daman, Telangana and West Bengal.
The company plans to expand the brand into additional markets. In Maharashtra, the 750 ml pack is priced at ₹1,550.