Adie Broswon Group launches Kingpin Whisky

NEW DELHI: The Kingpin has entered the building. Adie Broswon Group has launched Kingpin Whisky across Delhi, Punjab and Chandigarh, expanding its spirits portfolio as it looks to tap India’s growing whisky market.

Positioned around the brand promise “Live Bold. Drink Bold.”, Kingpin is aimed at a new generation of whisky consumers seeking a balance of bold character, contemporary branding and accessible pricing.

The whisky is made using a blend of choicest malts and Indian grain spirits, combining the depth associated with malt whisky with the smoother character of grain spirit. The liquid undergoes a maturation and filtration process intended to deliver a bold but balanced profile.

Kingpin’s flavour profile is led by smoky notes, with hints of tobacco and honey, followed by a smooth and lingering finish. The brand has been designed to appeal to consumers looking for a whisky with a distinct character that can work across different drinking occasions.

The launch comes as India’s alcoholic beverages market continues to expand. According to IWSR data cited by the company, India’s beverage alcohol volume grew 4 per cent in 2025, while Indian whisky volumes also increased by 4 per cent.

Adie Broswon Group is seeking to use this market momentum to build Kingpin as a differentiated proposition in the competitive Indian-made foreign liquor (IMFL) whisky segment.

The brand’s visual identity uses royal blue and gold, with a crown-inspired Kingpin insignia designed to create a distinctive presence on retail shelves. The positioning combines aspirational cues with an emphasis on wider accessibility.

Kingpin will be available in seven pack sizes: 1,000 ml, 750 ml, 500 ml, 375 ml, 180 ml, 90 ml and 60 ml. The broad range is intended to allow the brand to cater to different markets, consumption occasions and price points.

The 750 ml bottle is priced at Rs 500 in Delhi, Rs 530 in Chandigarh and Rs 750 in Punjab.

The Kingpin launch forms part of Adie Broswon Group’s broader strategy to develop and scale its own alcoholic beverage brands alongside its existing brewing and distillation operations.

Headquartered in Delhi NCR, the group has interests spanning sugar, brewing, distillation and renewable energy. Its operations include a 170-acre agro-industrial complex in Kiri Afgana, Batala, comprising a sugar mill, three distilleries and a brewery.

The group has more than 6,000 professionals and operates under the philosophy “Victory in Every Field”. It continues to build on the legacy of late S. Hardeep Singh Chadha under the leadership of Jasdeep Kaur Chadha.

With Kingpin, the group is betting on a combination of product character, contemporary branding and multiple price points to carve out space in India’s crowded whisky market.

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