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. Excerpts:
First things first, it is not often you see a cricketer enter the alcobev market, and naturally that was the first question in my mind – why did Kevin Pietersen (KP) enter this industry? And to my surprise – 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. The Dram Bell Scotch whisky is made by Ardent Alcobev Pvt. Ltd., a JV between Rajasthan Liquor Ltd. (RLL) and Industry veterans, Debashish Shyam and Jatin Fredericks, in which KP is a marquee investor.
Now it isn’t common for a known face to invest in a brand, but KP says that his involvement in the company isn’t just as a mere 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.
And Ardent has been really smart, they aren’t only relying on the star power of KP. They’ve found themselves a company that has in-depth 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. And that is precisely what Dram Bell’s Master Blender and Global Brand Ambassador, Iain Forteath was looking to create.
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 at the same time price the product in such a way, that it bridges the gap between IMFL whiskies and high-end imported brands, atleast thats the plan.
“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. And 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 he adds.
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.
Following its launch in Maharashtra, the makers are looking to expand their footprint across India with the Northern States of Haryana, Rajasthan, Punjab and Delhi as the next markets. “Over the next 12 months, we aim to establish a presence in most of India’s major liquor markets.”
Now I also had the chance of doing the first exclusive review of the Dram Bell Premium Scotch Whisky and I surely had some thoughts. You can look for the review on the website of click on the embedded link.
