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Allied Blenders and Distillers Limited (ABD), India's third-largest spirits company, has entered the luxury whisky market with the launch of ARTHAUS Blended Malt Scotch Whisky. The new premium offering is initially available in Mumbai, with plans to expand to key markets in time for the festive season.
ARTHAUS is a distinct Blended Malt Scotch, crafted exclusively from a selection of fine Single Malts sourced from the renowned Highlands and Speyside regions of Scotland. This marks a departure from traditional Blended Scotch and Single Malt whiskies, offering consumers a unique blend of flavours from different distilleries.
The name ARTHAUS is inspired by the world of art, drawing particular influence from the geometric minimalism of the Bauhaus movement. The brand’s visual identity reflects a fusion of artistic techniques, such as drip art, abstraction, and mixed media. ARTHAUS’s creative philosophy suggests that blending fine whisky is akin to creating a masterpiece. The use of advanced multi-dimensional technology in the brand’s design adds an innovative layer to its artistic expression.
Bikram Basu, Chief Innovation and Strategy Officer at ABD, commented, “ARTHAUS is an exceptional Blended Malt Scotch. It’s ‘Art Bottled’. This journey has been an exciting exploration of blending artistry with whisky craftsmanship, and we look forward to introducing curious enthusiasts to this distinctive product.”
Alok Gupta, Managing Director of ABD, also shared his thoughts: “The launch of ARTHAUS marks a significant step in ABD’s move towards premiumisation. The addition of ARTHAUS to our portfolio, alongside recent offerings like Zoya Special Batch Gin and Russian Standard Vodka, is part of our ongoing strategy to grow our luxury segment. With its premium blend, ARTHAUS offers consumers a product crafted from the finest Single Malts, adding another high-margin offering to our portfolio.”
The ARTHAUS Blended Malt Scotch Whisky is priced at ?4,800 for a 750ml bottle and is currently available in Mumbai and Pune. Additional market launches are planned for Haryana, Uttar Pradesh, Chandigarh, and West Bengal.
