Mumbai: Ardent Alcobev, an emerging player in India’s premium alcoholic beverage market, has launched Dram Bell, a luxury Blended Scotch Whisky, at an exclusive event held at Imara – Turf Club, Mumbai. The launch was led by Kevin Pietersen, former England cricket captain and marquee investor in Ardent Alcobev, alongside the company’s co-founders.
Bottled in Scotland, Dram Bell is available in two premium variants:
- Premium Variant – Priced at ₹1,750
- Reserve Variant – Priced at ₹2,450
Each bottle embodies a fusion of heritage and contemporary craftsmanship, offering a sophisticated whisky experience for enthusiasts and connoisseurs alike.
Expressing his passion for Dram Bell, Kevin Pietersen shared his personal connection to the brand and its values, “My investment in Ardent Alcobev is more than just a business decision; it’s a reflection of my values. Throughout my career, whether on the cricket pitch or in other areas of life, I’ve always valued dedication, quality, and the pursuit of perfection. Ardent upholds this same commitment while making, which is visible in every part of Dram Bell. We also encourage drinking responsibly, for enjoyment, and not for excessive consumption, so that everyone can savour and enjoy the experience in moderation.”
The launch event featured an exclusive Whisky Masterclass led by Iain Forteath, Master Blender at Ardent Alcobev. Guests experienced a deep dive into whisky blending and tasting, exploring the unique expressions of Dram Bell and the artistry behind its craftsmanship.
Debashish Shyam, Co-Founder and Director, Ardent Alcobev, emphasized the brand’s ambition to redefine India’s whisky market, “We are redefining India’s premium whisky market with a blend that showcases unmatched quality and craftsmanship. With Kevin Pietersen as a strategic partner, we raise the brand’s profile by bridging the gap between international acclaim and preference of Indian market. This approach caters to the discerning tastes of IMFL drinkers who seek sophistication without compromising on their taste. We are confident that it will appeal to whisky connoisseurs as we merge global standards with local tastes to shape the future of Indian whisky, catering to the evolving preferences of IMFL drinkers.”
Dram Bell has been available in Maharashtra since November 2024 and can be found in select retail and on-trade stores. The brand plans to expand its distribution into key markets across North and South India in the coming months, catering to India’s growing premium whisky segment.
