Kevin Pietersen Joins Ardent Alcobev for Whisky Brand Expansion
Kevin Pietersen Partners with Ardent Alcobev to Launch Luxury Whisky Dram Bell in India
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Debashish Shyam, Co-Founder and Director at Ardent Alcobev, stated that Kevin Pietersen's dual role will help the brand appeal to whisky enthusiasts. He added that India's whisky market is increasingly leaning towards premiumization, and Dram Bell represents a blend of international standards and local tastes, aiming to capture the growing IMFL (Indian Made Foreign Liquor) audience.
Commitment to Craftsmanship and Responsibility
Kevin Pietersen expressed excitement about joining Ardent Alcobev, highlighting the company's commitment to quality and craftsmanship. He also emphasized the importance of responsible drinking, ensuring customers can enjoy whisky in moderation.
Focus on Bottled-in-Origin Spirits
Ardent Alcobev aims to introduce 'bottled-in-origin' products, aligning with global craftsmanship standards to meet India's evolving preference for premium spirits.
Expansion Plans
Dram Bell is currently available at select retail and on-trade outlets in Maharashtra, with plans to expand distribution across North and South India in the near future.
