Madhvan brings bold new spirit to India’s whisky scene

India’s whisky landscape is welcoming a bold new entrant. Uppal Brewers & Distillers (UBD), which only last year launched its first label Soorahi, has introduced Madhvan, a whisky that combines Indian grain spirits with fine Scotch malts. In under eight months, the young brand has begun carving out space in the country’s expanding premium whisky segment, forecast to grow 8–10 per cent in FY26.

Madhvan, derived from Sanskrit words ‘madhu’ (nectar) and ‘van’ (forest), is bottled at 42.8% ABV and priced at Rs 990 for a 750 ml bottle. Initially available in Delhi and Punjab, it will reach more markets by year-end, both in premium retail stores and select bars and restaurants. Production is being carried out at UBD’s Derabassi facility in Punjab.

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.”

Designed for consumers aged 25–45, the whisky is positioned to resonate with a demographic that values individuality and modern aesthetics. Its distinctive packaging features dark, grunge-inspired designs accented with neon tiger motifs, symbolising ambition and self-belief.

The launch is backed by a digital-first campaign, Dahaad Iraado Ki, using influencer collaborations and experiential activations. At its core, the campaign celebrates the tiger as a spirit animal—an emblem of resilience and inner fire.

Madhvan’s entry comes at a time when India’s Rs 5.3 lakh crore alcohol industry is undergoing a premium shift, with spirits contributing nearly 70 per cent of revenues. As urban consumers increasingly seek a blend of craftsmanship and cultural identity, UBD is aiming to position Madhvan as both a contemporary and culturally rooted choice for the new-age whisky drinker.

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.”

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.”