With more and more celebrities entering the alcobev industry, former England Cricket Captain, Kevin Pietersen has made his debut in the Indian Alcobev market with his Dram Bell Scotch Whisky. Bhavya Desai spoke to him about his investment, why India and more.
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First things first, it is not always that you see a cricketer enter the alcobev market and that was the first question in my mind – why did Kevin Pietersen (KP) enter this industry? He states that his decision to enter the liquor industry, particularly the Indian market, stems from a combination of personal connections and a keen eye for opportunity. “Over the past decade, I have closely observed India’s incredible growth across various sectors, including its evolving consumer market. India is one of the largest and most dynamic whisky markets in the world, presenting a unique opportunity to cater to its growing demand for premium, high-quality spirits.”
And it is his zeal to create something meaningful and impactful is what drew him into this opportunity. KP is a marquee investor in the product, which is made by Ardent Alcobev Pvt. Ltd., a JV between Rajasthan Liquor Ltd. (RLL) and Industry veterans, Debashish Shyam and Jatin Fredericks.
And his involvement in the company isn’t just as an investor, he is looking to be more involved beyond financial investment. “I actively contribute to shaping the brand’s vision and consumer experience.” He works closely with the team to curate unique drinking experiences for Indian whisky lovers ensuring that every aspect of Dram Bell reflects authenticity and modern sophistication. “For me, Dram Bell is more than just a brand – it represents my values of quality, dedication and excellence.”
But for a cricketer – what resonates with a whisky? KP says that it aligns with his philosophy of striving for excellence and celebrating craftsmanship. It is a distinguished blend that embodies heritage, authenticity and meticulous attention to detail – qualities that were integral to his journey as a professional cricketer.
Now Ardent has been really smart on not just replying on the star power of KP. They’ve found themselves a company that has indebt experience in blending, bottling and distilling whiskies. The whisky is produced by Robert Castle, a wholly owned subsidiary of Angus Dundee Distillers and also holds one of the largest reserves of Scotch whisky in Scotland.
The blend involves using Generation 1 and Generation 2 casks, which mature both grain and malt whiskies to create a multi-layered flavour profile. The whisky made by Iain Forteath, Dram Bell’s Master Blender and Global Brand Ambassador.
But in an already saturated market, with opportunity, Dram Bell’s mantra for success is a combination of factors. Understanding the consumer’s preferences and offer something premium, like a bottled-in-origin whisky. And pricing, the makers have positioned Dram Bell strategically to bridge the gap between IMFL whiskies and high-end imported brands.
“Dram Bell is driven by three key factors, Craftsmanship & Quality – Blending Tradition with Innovation, Consumer-Centric Pricing and Value Proposition and Widespread Distribution & Consistency,” says the former cricketer.
Pietersen’s experience with the Indian market has been positive thus far. The shift towards premiumisation and the increasing demand for high-quality spirits reflect the evolving preferences of Indian consumers. The initial response to Dram Bell in Maharashtra has been overwhelmingly positive, with over 80-85% distribution in key retail outlets within the first two months. This reinforces the potential and growing appetite for premium Scotch whisky in India for him.
I’ve always admired India for its diversity and progressive consumer mindset, and this venture has only deepened my belief in the market’s immense opportunities.
Dram Bell is available in two variants currently – Dram Bell Premium (₹1,750) is positioned just ₹200 above premium IMFL and Dram Bell Reserve (₹2,450, aged 5 years). Ardent is upbeat about the Reserve since most products in its segment feature a 3-year-old Scotch, whereas they are offering a 5-year blend.
Currently the makers are looking to expand their footprint across India with its launch in Maharashtra. They are now key northern states such as Haryana, Rajasthan, Punjab, and Delhi. “Over the next 12 months, we aim to establish a presence in most of India’s major liquor markets.”
