India’s luxury spirits market is set to welcome a new international player as House of The Viceroy 1977, an independent luxury spirits house founded in England by entrepreneur Rakesh Rathod, has announced its official entry into the country. The brand is scheduled to launch its ultra-premium portfolio in India in October 2026, targeting affluent consumers, whisky collectors, and luxury hospitality destinations.
The move marks a significant milestone for the newly established spirits company as it expands its global footprint and taps into one of the world’s fastest-growing premium alcoholic beverage markets.
A Blend of Scottish Craftsmanship and Indian Heritage
House of The Viceroy 1977 has built its identity around the philosophy of “Scottish Heart. Indian Soul. Forged in Grit.” The brand aims to combine traditional Scottish distilling expertise with inspirations drawn from Indian culture, history, and heritage.
Its India launch portfolio has been carefully curated to appeal to consumers seeking exclusivity, craftsmanship, and premium drinking experiences. The initial range will include the Founder’s Edition 15-Year-Old Single Malt Scotch Whisky, Shikar & Rajwada Edition, and The Monsoon Heat Premium Botanical Gin.
According to the company, each expression has been designed to reflect a distinct story while maintaining a strong focus on quality and luxury positioning.
Founder’s Edition: A Rare Single Malt for Collectors
Leading the portfolio is the Founder’s Edition 15-Year-Old Single Malt Scotch Whisky, a limited-edition release produced at an undisclosed distillery in Scotland’s renowned Speyside region.
What makes this release particularly noteworthy is its rarity. The company has confirmed that only 803 individually numbered decanters will be available worldwide, making it an exclusive offering for collectors and premium whisky enthusiasts.
Speyside is globally recognized for producing some of Scotland’s most celebrated single malt whiskies, and the Founder’s Edition is expected to attract attention from connoisseurs looking for rare and limited releases.
Exclusive Expressions for the Indian Market
Recognizing the growing sophistication of Indian consumers, House of The Viceroy 1977 has also developed the Shikar & Rajwada Edition, a product created exclusively for India.
The expression draws inspiration from India’s royal heritage, reflecting the grandeur, traditions, and cultural richness associated with the country’s historic princely states. By incorporating Indian influences into its portfolio, the brand aims to create a stronger emotional connection with local consumers while differentiating itself in the competitive premium spirits segment.
Alongside the whisky offerings, the company will introduce The Monsoon Heat Premium Botanical Gin, bottled at 42% ABV. The gin is designed to cater to the increasing demand for premium craft-style gin experiences among urban consumers and cocktail enthusiasts.
Chris Woakes Joins as Global Brand Ambassador
As part of its international brand-building strategy, House of The Viceroy 1977 has appointed Chris Woakes, England’s World Cup-winning cricketer, as its global brand ambassador.
The partnership is expected to strengthen the brand’s visibility across key markets and reinforce its premium positioning.
Speaking about the collaboration, founder Rakesh Rathod stated that the brand sought a personality who represents excellence, endurance, and authenticity. According to Rathod, Woakes’ calm and professional approach aligns closely with the values and craftsmanship that House of The Viceroy 1977 seeks to embody.
The association with a globally recognized sporting figure is also expected to help the company connect with premium consumers and strengthen brand awareness in emerging and established markets alike.
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Strategic Expansion into India
The company’s products will be imported, distributed, and retailed in India through its sister company, Rajpratha Virasat Spirits Limited. Distribution will focus on premium retail outlets, luxury hotels, upscale bars, and hospitality venues across key Indian markets.
The India launch follows the brand’s global unveiling at The Oval in London, a venue known for its rich sporting history and international prestige.
Industry experts believe the timing of the launch aligns well with the ongoing premiumization trend in India’s alcoholic beverage sector. Consumers are increasingly seeking premium and luxury spirits that offer exclusivity, heritage, and unique brand stories.
With a limited-edition Scotch whisky, India-focused expressions, and a strong narrative blending Scottish craftsmanship with Indian heritage, House of The Viceroy 1977 is positioning itself to compete in the country’s growing luxury spirits segment.
As the October 2026 launch approaches, the industry will be watching closely to see how the brand’s distinctive portfolio resonates with India’s evolving premium spirits consumers and collectors.
