Restaurant India News: 55°NORTH Whisky Expands Distribution to Uttarakhand, Targets Premium Hospitality Venues

After establishing a presence in Delhi, 55°NORTH Whisky, the flagship brand of Three Brothers Distillery, is now launching in Uttarakhand. The rollout is part of the brand’s North India expansion strategy and focuses on tapping into a market shaped by rising tourism, evolving consumer preferences, and a growing hospitality sector.

The launch will cover Dehradun, Haridwar, Rishikesh, Haldwani, and Nainital, starting with retail and trade activations in the first week of August 2025.

“We saw Uttarakhand as more than a potential sales destination,” said Varun Gupta, Founder, Three Brothers Distillery (55North Whisky). “It’s a market with cultural momentum; people here are increasingly intentional about how and what they consume. The bars are sharper, the hotels are investing more, and retail is catching up with the national curve. We felt this was the right time to enter, with the right product and the right teams already in place. We’ve built this brand to reflect personality and confidence. The idea was always to deliver a whisky that’s full-bodied, layered, and memorable.”

“Backed by a fully operational bonded warehouse and state-of-the-art bottling unit in Uttarakhand, 55°NORTH is poised to deliver a seamless experience for our partners and consumers. With robust backend support and a skilled local distribution network, we are committed to ensuring swift, responsive deliveries across retail and HoReCa channels,” said Paritosh Bandhari, Advisor, Three Brothers Distillery (55North Whisky).

The whisky continues to be made from a combination of three aged Scotch malts, matured Indian malt, and fine grain spirit. For Uttarakhand, the brand has localized its rollout with state-specific marketing material and on-ground activations suited to a mix of local urban and tourist markets. Following Uttarakhand, 55°NORTH plans to enter Rajasthan later in 2025, with further expansion into southern and western states in 2026.

55°NORTH has positioned itself for whisky drinkers looking for a premium alternative to standard blends. Its flavour profile includes smoky peat, sweet malt, citrus zest, dark chocolate, and toasted oak. Starting August, the whisky will be available in premium liquor outlets, modern retail formats, bars, and high-end hotels across Uttarakhand.