New whisky brand enters Delhi, Punjab and Chandigarh with a blend of malt and Indian grain spirits
Adie Broswon Group has expanded its spirits portfolio with the launch of Kingpin Whisky, a new brand entering the North Indian market with a proposition centred on bold character, contemporary branding and accessible pricing. The whisky is being introduced across Delhi, Punjab and Chandigarh as the Group expands its consumer-facing presence in the spirits category.
Kingpin has been developed around the philosophy “Live Bold. Drink Bold.” and is positioned for consumers seeking a whisky with a distinctive identity while remaining accessible across different drinking occasions. The launch adds another brand to the Group’s portfolio as it continues to develop its own alcoholic beverage brands alongside its brewing and distillation operations.
Kingpin Combines Malt and Indian Grain Spirits
Kingpin is crafted from a blend of choicest malts and Indian grain spirits, bringing together the depth and character associated with malt whisky with the smoothness and versatility of grain spirit.
The whisky undergoes a maturation and filtration process designed to produce a bold but balanced drinking profile. The liquid is characterised by pronounced smoky notes, followed by subtle hints of tobacco and honey and a smooth, lingering finish.
The formulation is aimed at consumers looking for discernible character in their whisky while retaining an approachable profile for different drinking occasions.
Launch Targets Delhi, Punjab and Chandigarh
The initial launch covers Delhi, Punjab and Chandigarh, giving Kingpin a presence across three important North Indian markets. The introduction also forms part of Adie Broswon Group’s broader strategy of building consumer-facing brands within the alcoholic beverages segment.
The brand’s positioning combines its liquid proposition with a contemporary visual identity. Kingpin uses a royal blue and gold design, with a crown-inspired insignia intended to create a distinctive presence on retail shelves.
The combination of branding, product profile and pricing is designed to place Kingpin within the competitive IMFL whisky segment while appealing to consumers seeking an accessible premium-style proposition.
Indian Whisky Market Continues to Grow
Kingpin enters the market as India continues to record growth in alcoholic beverage consumption. According to the IWSR data cited by the company, India recorded 4% beverage alcohol volume growth in 2025, while Indian whisky volumes also increased 4% during the year.
The market environment is supporting greater competition among whisky brands, with companies developing products that combine distinctive liquid profiles with contemporary branding and different price points.
For Adie Broswon Group, Kingpin represents an opportunity to build a consumer-facing whisky brand around these changing preferences while strengthening its presence in the North Indian alcoholic beverages market.
Multiple Pack Sizes for Different Markets
Kingpin is being introduced in a broad range of pack sizes, including 1,000 ml, 750 ml, 500 ml, 375 ml, 180 ml, 90 ml and 60 ml. The range allows the brand to address different markets, consumption occasions and price points.
The 750 ml bottle is priced at ₹500 in Delhi, ₹530 in Chandigarh and ₹750 in Punjab. The different state-level price points reflect the varying market structures and pricing environments across the three launch markets.
The availability of smaller pack sizes also gives the brand flexibility in reaching consumers across different purchasing occasions and retail formats.
Adie Broswon Group Expands Its Spirits Portfolio
With Kingpin, Adie Broswon Group is building on its existing brewing and distillation operations while increasing its focus on proprietary alcoholic beverage brands. The launch brings together product development, contemporary brand positioning and market-specific pricing within the Group’s broader spirits strategy.
The introduction across Delhi, Punjab and Chandigarh provides the brand with an initial North Indian footprint from which it can establish consumer awareness and distribution.
Kingpin’s launch adds another entrant to India’s competitive IMFL whisky market, with its combination of malt and Indian grain spirits, multiple pack sizes and accessible pricing forming the core of its market proposition.
