Singhasan Whisky Debuts to Challenge India’s Top Premium Brands
A new challenger is transforming India’s premium whisky market. Singhasan Whisky is set to challenge established players with its quality ingredients, innovative marketing, and ambitious vision. It aims to carve a niche in India’s growing premium whisky segment.
What is Singhasan Whisky?
Singhasan Whisky offers Indian consumers a smooth, rich, and full-bodied spirit. Its makers blend aged malts and carefully selected grains through a meticulous distillation process to create an exquisite drinking experience. They promise a sophisticated yet accessible whisky that rivals the finest in the category.
Who is Behind Singhasan Whisky?
Singhasan Whisky is launched by Modi Illva India Pvt Ltd, the makers of Rockford whisky. Leading the charge is Abhishek Modi, the Managing Director of Modi Illva. His vision for Singhasan is to highlight India’s ability to produce premium-quality whisky using indigenous ingredients and expertise. He states, “We have always believed in the potential of Indian ingredients and craftsmanship, and with Singhasan, we are not just showcasing that to the world; we are contributing to a new era in the Indian alco-bev industry.”
When and Where Was Singhasan Launched?
Singhasan Whisky was soft-launched in late 2024 across select states, including Odisha, Goa, and Haryana. With its growing popularity, the brand plans to expand into major metropolitan cities and international duty-free markets soon.
Brands like Royal Stag, Blenders Pride, and Indri-Trini have long ruled the Indian premium whisky market. However, Singhasan aims to stand apart with:
- Superior Aging & Blending: Aged malt whisky infused with select Indian grains.
- Premium Packaging: A regal design that resonates with heritage and luxury.
- Affordable Luxury: Competitive pricing that offers premium quality without an exorbitant price tag.
- Innovative Marketing: Leveraging digital campaigns, influencer partnerships, and on-ground activations.
How Singhasan Whisky is Made?
Singhasan Whisky follows a refined production process:
- Selection of Grains & Malts: High-quality Indian grains blended with imported aged malt.
- Distillation Process: Copper pot distillation for enhanced smoothness and character.
- Maturation: Aged in select oak barrels to develop depth and complexity.
- Blending & Bottling: Expert blenders ensure consistency and premium taste in every bottle.
Alcohol Content & Taste Profile
- Alcohol By Volume (ABV): 42.8%, which aligns with India’s legal whisky standards.
- Flavor Notes: Hints of caramel, oak, vanilla, and mild spices, delivering a balanced yet complex profile.
- Finish: Smooth and lingering, making it perfect for sipping neat, on the rocks, or in cocktails.
While the exact pricing varies by state, Singhasan Whisky will enter the Delhi market at ₹1,200 – ₹1,300 per 750ml bottle, positioning itself as a strong competitor in the premium segment.
To support the Singhasan initiative, Modi Illva has committed to investing ₹200 crore over the next five years. This investment aims to capture a 5% share of India’s six-million-case Scotch whisky market, which currently constitutes a third of the 20 million premium cases sold annually.
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Market Entry & Future Plans
Singhasan Whisky is launching in major metropolitan cities like Delhi, Mumbai, Bangalore, and Kolkata, with plans to expand to tier-2 and tier-3 cities. The brand is also eyeing international markets, particularly duty-free stores and select export destinations.
Singhasan Whisky combines quality, affordability, and modern branding to disrupt the Indian premium whisky segment. As it continues its expansion, whisky enthusiasts across the country have something new to look forward to.
