How Ardent Alcobev Is Making Premium Spirits Accessible to Indian Consumers
In a market where value and aspiration often collide, Ardent Alcobev is carving a unique space by bringing world-class spirits to Indian consumers at accessible price points. Co-founded by Debashish Shyam, an industry veteran with a sharp eye on evolving consumer preferences, Ardent aims to bridge the wide gap between mass-market Indian Made Foreign Liquor (IMFL) and the high-priced global bottled-in-origin spirits. With offerings like Dram Bell—a premium Scotch-style whisky—and upcoming launches in gin and vodka, Ardent is leading a movement towards the premiumisation of the Indian alco-bev category.
In this conversation, Shyam delves into consumer insights, brand strategy, and the long game of building trust and loyalty in one of India’s most competitive and regulated industries.
Edited excerpts…
What gap in the Indian alco-bev market were you aiming to fill with Ardent?
The Indian alco-bev consumer is rapidly premiumising, and our vision at Ardent is to accelerate this journey. With the Indian Made Foreign Liquor (IMFL) segment alone accounting for about 350 million cases annually, we see a clear opportunity to upgrade these consumers to the very best that the world has to offer—at only a marginal premium. Through our carefully crafted bottled-in-origin brands, we aim to fulfil the growing desire among IMFL consumers to indulge in authentic blends sourced from their origins, offering them not just a drink, but an elevated experience.
Tell us about shifting consumer preferences in the space and what you think is driving the shift?
Rising disposable incomes, greater exposure to global trends through media and travel, and a growing propensity to enjoy the finer things in life are driving the adoption of premium spirits in India. Consumers today strongly associate quality with price, which has led to a steady move towards premiumisation.
At Ardent, we’ve tapped into this shift with Dram Bell—crafted to bridge the gap between premium IMFL and Scotch. The response in Maharashtra has been very encouraging, with consumers embracing Dram Bell for its authenticity, craftsmanship and aspirational value, delivered at a marginal premium.
What are some keys to building brand trust in the space? Particularly for a new-age brand?
Provenance and authenticity are the cornerstones of building trust in the alco-bev space. It’s critical that every piece of messaging remains true to the product’s core promise, without over-stating benefits. At Ardent, our portfolio is bottled at origin, giving our brands an inherent layer of credibility. We further strengthen this with authentic brand stories that highlight the craft behind our products—from the choice of key ingredients to the meticulous blending process—all delivered at honest, accessible price points.
Equally important is the role of trade. Consumer purchase behaviour in this category is often shaped by trusted retail and on-trade touchpoints. By ensuring the trade is positively pre-disposed to our portfolio, we’re able to drive recommendation, adoption, and repeat consumption effectively.
What new markets are you tracking for expansion? What’s the roadmap for entering those markets, and how are they different from Maharashtra in terms of strategy?
We plan to be present across all key whisky markets in India by the end of 2025. Each state is unique in its own way—the route-to-market structures vary, price points differ due to state-specific taxation, and consumer drinking behaviours are distinct. For example, Maharashtra has a strong out-of-home consumption culture, whereas Delhi-NCR is more in-home driven.
What, in your opinion, have been the most effective ways to reach out to your consumer?
The most effective way is to connect with the consumer directly at the point of purchase or consumption, as this ensures efficiency and minimises wastage. For a new brand like Dram Bell, word-of-mouth has been a critical driver in scaling trials and adoption—nothing works better than the actual product experience. At the next level, earned media through PR and other permissible marketing avenues have helped amplify brand awareness and sustain consumer recall.
Are there any new product innovations or launches on the horizon from Ardent Alcobev that we should look out for?
Not in the immediate 12 months. Our focus right now is on consolidating our existing portfolio of Scotch, gin and vodka, ensuring strong consumer adoption, and building sustainable equity across our launch markets.
7. Tell us about key lessons you’ve learnt from building a whisky brand in the Indian market?
The Indian whisky consumer is evolved and can discern a good product effortlessly. Despite the plethora of existing brands and frequent new launches, it is those products that deliver on taste, aftertaste and a seamless day‑after experience that are able to retain consumer loyalty. Building such a franchise takes time—and patience is key.
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