Designed for consumers aged 25–45, Madhvan seeks to appeal to a style-conscious and ambitious demographic (Photos: India & You)
Uppal Brewers & Distillers (UBD), an alcohol-beverage company of Uppal Group, has announced the launch of Madhvan, a premium whisky brand that blends Indian grain spirits with fine Scotch malt, strengthening the company’s foothold in India’s fast-growing premium whisky segment.
In a press statement, UBD says that the launch comes less than eight months after its debut label Soorahi, highlighting UBD’s rapid rise in the spirits industry.
The statement adds that priced at INR 990 for a 750 ml bottle, Madhvan is bottled at 42.8 pc alcohol by volume and is currently available in Delhi and Punjab, with plans to expand distribution nationwide by year-end.
The whisky is being manufactured at UBD’s contract facility in Derabassi, Punjab and will be sold at premium retail outlets and served in select bars and restaurants.
According to UBD, designed for consumers aged 25–45, Madhvan seeks to appeal to a style-conscious and ambitious demographic.
Madhvan is bottled at 42.8 pc alcohol by volume and is currently available in Delhi and Punjab
“We have founded Uppal Brewers and Distillers with the vision to create coveted, premium-only brands that put Indian spirits on the global stage. Our second launch, of Madhvan, builds on the strong consumer response to Soorahi and expands our presence in the fastest-growing category of India’s alco-bev market. We are confident that the craftsmanship, character and cultural relevance of Madhvan will redefine what Indian-made can stand for, and also consolidate our position among the new generation of Indian alco-bev companies shaping the future of homegrown spirits,” says Kanhav Uppal, Co-Owner, Uppal Brewers and Distillers.
“The Indian whisky connoisseur is shifting away from labels that don’t have a distinctive Indianness and that aren’t an embodiment of their ambition, rootedness, and desire to lead. Consumers want stories, symbols and a sense of identity. Madhvan achieves that, with a blend that doesn’t just taste bold, it feels bold. Every element, from the liquid to the pack design, to every sip is meticulously crafted to become the preferred drink in its segment. We are delighted that, with this new addition to our portfolio, we now have access to a market which is four-five times that of Soorahi,” says Ankur Sachdeva, Co-Founder and CEO, Uppal Brewers and Distillers.
“Madhvan opens with inviting aromas of ripe pear, tropical fruit, and soft florals, followed by rich layers of toffee, honey and vanilla, and a gentle wave of spice. It finishes clean and medium-bodied, with subtle oak and a lingering floral-fruity warmth. This is a blend born from conviction and created for those who lead with it,” says Prabhat Barik, Master Blender.
UBD is launching a digital-first marketing campaign
Alongside the product, UBD is launching a digital-first marketing campaign, Dahaad Iraado Ki (Roar of the Will), featuring experiential events and influencer-driven activations.
“In India’s fast-evolving whisky landscape, consumers value experiences as much as the liquid itself. Madhvan delivers both, a premium, layered blend and a brand story that resonates with consumer ambition and individuality,” says Ankur Chawla, Brand Evangelist, UBD.