55°NORTH blended for success

Varun Gupta has been instrumental in shaping the alco-bev sector through his expertise in business operations and brand development. With a degree in finance and marketing from Manchester University, UK, and a postgraduate diploma in Hotel Management from Les Roches, Switzerland, he has combined strategy with hands-on experience to lead large-scale ventures across industries.Under Varun Gupta’s dynamic leadership,

With 55°NORTH, Varun spearheads a vision built on quality and precision. His approach to whisky production blends heritage with innovation, ensuring a rich and layered drinking experience. From selecting ingredients to refining processes, he is involved in crafting a product that stands apart.

How did 55°NORTH WHISKY get its name?

55°NORTH WHISKY, named after the 55th Parallel North, a latitude known for its rugged beauty and different whisky regions. The whisky is a tribute to the boldness and untamed spirit of the region and is crafted from top-notch Fine Grain Spirit and Matured Indian Malt, expertly blended with three differently aged Scotch Malt Whiskies to deliver a rich tapestry of complex flavors. Designed for the modern explorer, 55°NORTH is bold, dynamic, and full of depth, offering whisky connoisseurs a layered experience of sweet maltiness and warming oak spices, culminating in a long and memorable finish. 55°NORTH embodies the spirit of adventure and is perfect for those seeking a beverage with depth and character that leaves a lasting impression on a budget.

After a successful run in Delhi, 55°NORTH Whisky, the flagship brand from Three Brothers Distillery, has recently launched in Uttarakhand, bringing its signature premium blend to a market that’s fast becoming a stronghold for quality spirits. This move marks a strategic step in the brand’s North India rollout, tapping into Uttarakhand’s evolving consumer base, expanding tourism footprint, and thriving hospitality sector. The launch will cover key urban and tourist hubs including Dehradun, Haridwar, Rishikesh, Haldwani, and Nainital, with trade and retail activations kicking off in the first week of August 2025.

What is the hallmark of the company?

the Three Brothers Distillery, a family-run venture with a deep passion for quality and innovation, has launched 55°NORTH whisky to mark its entry in the Premium IMFL industry.

55°NORTH Whisky embodies the untamed spirit of adventure and craftsmanship. Named after the 55th Parallel North, a region known for its rugged beauty and renowned whisky heritage, this premium Indian blended whisky offers a bold and complex tasting experience. Blended under the guidance of Paritosh Bhandari, a multiple award-winning alco-bev entrepreneur, the 55°NORTH Whisky is a finely crafted blend that brings together, premium fine grain spirit, matured Indian malt, and three differently-aged Scotch malts. This meticulous blending process results in a whisky that is bold, dynamic, and full of depth.

55°NORTH is designed for the modern explorer—a whisky connoisseur who seeks a layered, rich, and rewarding drinking experience. Whether enjoyed neat, on the rocks, or in a sophisticated cocktail, this whisky is meant to leave a lasting impression.

A premium and adventurous whisky, 55°NORTH stands as a tribute to the Three Brothers' commitment to excellence and their pursuit of bold innovation. It is crafted for those who appreciate depth, character, and an enduring whisky experience.

Following its successful launch in Delhi, 55°NORTH aims to expand its reach into three additional states in Q2 2025, further establishing itself as a new favorite among whisky lovers in India.

What are the key reasons for the launch of 55°NORTH?

India’s whisky consumers have evolved significantly in the last few years. They are more experimental, quality-driven, and aspirational than ever before. We saw a clear gap in the premium IMFL whisky segment for a brand that could combine the authenticity of Indian craftsmanship with the sophistication of Scotch malts. 55°NORTH was launched to bridge this gap – a whisky that is impeccably balanced, bold, and modern, yet rooted in tradition.

What is your vision for the portfolio of the company?

Our vision is to create a house of premium Indian spirits that can proudly stand on global shelves. While 55°NORTH is our flagship whisky, the roadmap includes launches in whisky across multiple price segments, rum, vodka, and Indian craft spirits. We aim to build a portfolio that addresses India’s changing drinking culture, appealing to consumers both at home and internationally.

By when do you expect to reach pan-India presence?

We have adopted a phased expansion strategy. After Delhi and Uttarakhand, we will focus on key North and later West Indian markets in the next 12–24 months. By FY 2027–28, we expect to have a pan-India footprint, with presence across all major consumption hubs.

What kind of promotions are you planning to grow the brand?

Our promotions are experience-driven rather than discount-led. We are focusing on:

• Trade activations in premium retail.

• On-trade visibility and seeding in bars, restaurants, and clubs.

• Soon to start : Consumer engagement through tastings and curated experiences.

• A strong digital storytelling strategy around craftsmanship, heritage, and the modern

Indian consumer.

Are you looking at the CSD stores market?

Yes, absolutely. CSD is a significant channel, especially for premium IMFL brands. Once we have consolidated our initial state launches, CSD will be a natural next step in our expansion.

Which will be your key markets of the future?

While North India is our home ground, our future focus will be on Maharashtra, Karnataka, Telangana, and West Bengal, given their premium consumption patterns. Beyond that, we see Odisha and Rajasthan as strong emerging whisky markets.

What are your plans for exports?

India is on the cusp of becoming a global whisky powerhouse. With 55°NORTH, we are

building a brand that is export-ready from day one. In 2026, we plan to enter select

international markets such as the UAE and Africa, where there is a strong Indian diaspora and

rising curiosity for Indian spirits.

In terms of cases, what is the company’s production capacity?

Our integrated distilling and bottling operations currently allow us to produce over 1 million cases annually across categories. For our set of Brands specifically, we have a dedicated line with scalable capacity to match demand growth in the premium segment.

When do you plan to reach 100 thousand cases for your whisky brand?

Given our current traction and new launches, we expect to reach 100,000 cases by FY 2026-27, driven by expansion into additional high-potential states and steady growth in Delhi and Uttarakhand.

What is the target audience for your brands?

Our primary audience is the urban, aspirational consumer aged 25–40 who is looking for quality, storytelling, and premium experiences in their spirits. They are confident, curious, and want brands that reflect their lifestyle – modern yet rooted, premium yet approachable.

How big is the market for your product in the semi-premium whisky segment?

The semi-premium whisky segment in India is one of the fastest-growing, estimated at over 20 million cases annually (and expanding rapidly, year-on-year). This growth is driven by aspirational, urban consumers trading up from regular whiskies. For a new-age premium IMFL like 55°NORTH, the opportunity is massive – it’s a space where consumers are hungry for better quality, storytelling, and contemporary branding.

What is the market share you are targeting and how?

Our immediate target is to build a credible 1% share in the semi-premium whisky segment in 3 operational years in the markets we operate. We will achieve this by:

Focused state-level launches in high-consumption, high-premiumisation markets.

Strong distribution footprint in premium wine shops and key on-trade accounts.

Experience-led consumer activations that go beyond pricing – creating emotional connect and loyalty.

The long-term ambition is to be among the top 5 semi-premium IMFL whiskies in India by 2030.

How have tariffs affected your brand strategy?

The US Tariffs do not really impact our brand strategy at this point in time. The Indo UK FTA will take some time to come into force, that can possibly change the dynamics. It may just bring the overall Retail Prices down, for BIO, BII and even for IMFL Brands.

For now, we will wait and watch and proceed as per the trade and market realities in future.