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Launch fast-follows Soorahi’s success
New Delhi, August 25, 2025: Signalling the success of its foray into the whisky market, Uppal Brewers & Distillers (UBD) has launched Madhvan, a bold new blend of Indian grain spirits and fine Scotch malt whisky. With this launch, in under eight months since its first label Soorahi’s debut, UBD is emerging as a significant player in India’s burgeoning premium whisky segment, projected to grow at 8–10% in FY26. With Madhvan, UBD is continuing to build a modern, made-in-India alcoholic beverage portfolio that blends craftsmanship, cultural resonance, and bold storytelling.
Madhvan, meaning “nectar of the forest” from ‘madhu’ (or nectar) and ‘van’ (or forest), reflects a fusion of Indian grain spirits and fine Scotch malt whisky. Bottled at 42.8% ABV in 750 ml bottles, Madhvan is priced at ₹990, and is currently available in Delhi and Punjab, with plans for additional markets by the end of this year. The whisky will be available in premium retail outlets and served at select bars and restaurants. Madhvan is manufactured at UBD’s contract facility in Derabassi in Punjab.
Appealing to a rising, ambitious, and style-conscious demographic aged 25–45, Madhvan is designed for consumers who seek brands that reflect their hustle, individuality, and taste for the finer things. Its distinctive packaging combines modern urban aesthetics with cultural symbolism, dark, grunge-inspired palettes, and neon-accented tiger motifs that channel inner strength, ambition, and self-belief.
Kanhav Uppal, Co-Owner, Uppal Brewers & Distillers, said, “We have founded Uppal Brewers & Distillers with the vision to create coveted, premium-only brands that put Indian spirits on the global stage. Our second launch, of Madhvan, builds on the strong consumer response to Soorahi and expands our presence in the fastest-growing category of India’s alco-bev market. We’re confident that the craftsmanship, character, and cultural relevance of Madhvan will redefine what Indian-made can stand for, and also consolidate our position among the new generation of Indian alco-bev companies shaping the future of homegrown spirits.”
Ankur Sachdeva, Co-Founder & CEO, Uppal Brewers & Distillers, added, “The Indian whisky connoisseur is shifting away from labels that don’t have a distinctive Indianness and that aren’t an embodiment of their ambition, rootedness, and desire to lead. Consumers want stories, symbols, and a sense of identity. Madhvan achieves that, with a blend that doesn’t just taste bold, it feels bold. Every element, from the liquid to the pack design, to every sip is meticulously crafted to become the preferred drink in its segment. We’re delighted that, with this new addition to our portfolio, we now have access to a market which is four-five times that of Soorahi’s.”
Crafted by Master Blender Prabhat Barik, “Madhvan opens with inviting aromas of ripe pear, tropical fruit, and soft florals, followed by rich layers of toffee, honey, and vanilla, and a gentle wave of spice. It finishes clean and medium-bodied, with subtle oak and a lingering floral-fruity warmth. This is a blend born from conviction and created for those who lead with it.”
As part of the launch, UBD is rolling out an all-digital marketing campaign, through experiential and influencer-led activations, anchored in strong messaging invoking the roar of the unshakeable will, or Dahaad Iraado Ki. This philosophy is brought to life through a striking creative lens: the tiger as a spirit animal, depicted through fluid, neon-accented visuals that capture it emerging from the protagonist. Whether you’re breaking norms, building dreams, or chasing fire, Madhvan celebrates the spirit that’s always within you and always ahead of you.
F&B industry veteran and UBD’s Brand Evangelist Ankur Chawla, commented, “In India’s fast-evolving whisky landscape, consumers value experiences as much as the liquid itself. Madhvan delivers both, a premium, layered blend and a brand story that resonates with consumer ambition and individuality.”
Madhvan enters the market at a time when India’s alcohol industry is poised for strong growth. Valued at ₹5.3 lakh crore (~$62 billion) and projected to grow at 8–10% in FY26, spirits continue to dominate, contributing nearly 70% of total revenues. Within this space, premium and aspirational segments are seeing especially strong momentum, driven by urban consumers looking for offerings that blend craft with cultural identity.
