Kevin Pietersen, the former England cricket captain, has taken a step into the world of luxury spirits with the launch of Dram Bell, a premium Blended Scotch Whisky. The product, bottled in Scotland, was unveiled at an exclusive event held in Mumbai on February 5, 2025.
The Exclusive Launch Event
The glittering event, hosted at Imara – Turf Club, Mumbai, was an invitation-only affair attended by key industry players and whisky enthusiasts. The launch event also featured Kevin Pietersen, who is not only a marquee investor in Ardent Alcobev but also a passionate advocate for the brand. As one of the driving forces behind the company’s vision, Pietersen expressed his deep connection to Dram Bell, stressing that the brand stands for quality, perfection, and dedication.
“My investment in Ardent Alcobev is more than just a business decision; it’s a reflection of my values,” Pietersen shared at the event. “Throughout my career, whether on the cricket pitch or in other areas of life, I’ve always valued dedication, quality, and the pursuit of perfection. Ardent shares this same commitment.”
The launch was not just about unveiling a new product, but also about setting a tone for responsible consumption. “We also encourage drinking responsibly, for enjoyment, and not for excessive consumption, so that everyone can savor and enjoy the experience in moderation,” Pietersen added.
Dram Bell’s Unique Offering
Dram Bell is available in two distinct variants—Premium and Reserve—targeting both seasoned whisky aficionados and new entrants to the world of fine spirits. The Premium variant is priced at Rs. 1,750, while the Reserve variant comes in at Rs. 2,450. Both offer a sophisticated blend, crafted with care to provide an exceptional whisky experience that blends heritage with modern-day refinement.
Each bottle of Dram Bell stands as a testament to craftsmanship and dedication, combining Scotland’s rich whisky-making tradition with innovative blending techniques. It aims to cater to the growing demand for quality premium spirits in India’s ever-expanding market.
A Whisky Experience Like No Other
The launch event included a Whisky Masterclass hosted by Iain Forteath, the Master Blender at Ardent Alcobev. This session allowed attendees to explore the intricate nuances of whisky blending and tasting. The audience had the unique opportunity to experience various expressions of Dram Bell and gain insights into the art of crafting fine whisky.
The masterclass highlighted the nuances that define a top-tier whisky, with Forteath explaining how Dram Bell’s blends were meticulously created to deliver consistency, smoothness, and depth of flavor.
Reaching New Heights in India’s Premium Market
Debashish Shyam, Co-Founder and Director of Ardent Alcobev, emphasized the strategic importance of the launch in India’s premium alcobev market. “We are redefining India’s premium whisky market with a blend that showcases unmatched quality and craftsmanship. With Kevin Pietersen as a strategic partner, we raise the brand’s profile by bridging the gap between international acclaim and preference of Indian market,” he said.
The launch of Dram Bell is part of Ardent Alcobev’s strategy to appeal to India’s growing population of discerning whisky drinkers. As Shyam explained, the brand intends to cater to the evolving preferences of IMFL drinkers who are seeking sophistication in their whisky choices, without compromising on taste.
Expanding Availability Across India
Initially launched in Maharashtra in November 2024, Dram Bell is now available at select retail and on-trade stores. As the brand gains traction, the company plans to expand distribution into key markets in the North and South of India, ensuring that more whisky enthusiasts can experience the premium offering.
Dram Bell’s presence in India is poised to raise the bar for local whisky standards, combining international expertise with local tastes to create a product that resonates with Indian consumers.
