Ardent Alcobev Unveils Dram Bell, a Premium Scotch Whisky in India

With the launch of Dram Bell, a high-end blended whisky, Ardent Alcobev, a newcomer to the Indian premium alcobev industry, is poised to revolutionize the Scotch whisky experience. Each bottle, which costs for Rs. 1750 for the premium variant and Rs. 2450 for the Reserve edition, offers whisky connoisseurs an opulent experience that perfectly combines tradition and contemporary sophistication.

Dram Bell, which is expertly made utilizing Scotland's best whisky-making traditions, combines particular malts and grains to create a flavor profile that is rich and complex. Under stringent quality control procedures, Dram Bell is bottled in Scotland before being shipped into India. 

Ardent Alcobev is dedicated to providing "bottled-in-origin" goods that satisfy international craftsmanship requirements, establishing a new standard for premium spirits in India, with an emphasis on the country's changing customer preferences.

Commenting on the investment, Kevin Pietersen, Investor and former England Cricket Captain, Ardent Alcobev Pvt Ltd, said, “I’m truly honored to be a part of Ardent Alcobev as an investor. Ardent’s unwavering commitment to quality and craftsmanship resonates with my personal values in both life as well as cricket. Dram Bell stands as a luxurious and distinguished blend which reflects the same level of dedication and excellence that I’ve always strived for in my career. We also encourage drinking responsibly, for enjoyment, and not for excessive consumption, ensuring that everyone can savour the experience in moderation.”

“With the introduction of Dram Bell, we are redefining standards in India’s premium whisky market, as this blend highlights our strong commitment to quality and craftsmanship. With Kevin Pietersen as both an investor and brand ambassador, we are confident it will appeal to whisky enthusiasts and connoisseurs alike. As the Indian market increasingly leans towards premiumization, we strive to transform the whisky category by presenting a blend that merges international standards with local tastes while tapping into the growing base of IMFL drinkers,” added Debashish Shyam, Co-Founder & Director at Ardent Alcobev Pvt Ltd. 

In Maharashtra, Dram Bell was introduced in November 2024 and will be sold at a few retail and on-trade establishments. The business plans to progressively extend its reach into additional important markets in both North and South India.