Kevin Pietersen, the former England cricket team captain and Ardent Alcobev’s flagship investor, has launched Dram Bell, a luxury blended Scotch whisky, at Mumbai’s Imara – Turf Club.
Dram Bell, bottled in Scotland, comes in two varieties: Premium, priced at INR 1,750, and Reserve, priced at INR 2,450. Each bottle is ideal for legacy and current sophistication, providing whisky aficionados with a sumptuous experience.
The event also featured an exclusive whisky masterclass presented by Iain Forteath, Master Blender of Ardent Alcobev. The interactive workshop gave visitors a rare opportunity to sample numerous Dram Bell expressions while learning about the complicated art of whisky mixing and tasting.
Debashish Shyam, Co-Founder and Director of Ardent Alcobev, commented, “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. This approach caters to the discerning tastes of IMFL drinkers who seek sophistication without compromising on their taste. We are confident that it will appeal to whisky connoisseurs as we merge global standards with local tastes to shape the future of Indian whisky, catering to the evolving preferences of IMFL drinkers.”
Dram Bell began retailing in Maharashtra in November 2024, at select retail and on-trade outlets. The firm will gradually expand its distribution into other significant markets in North and South India.
On the development, Kevin Pietersen said, “My investment in Ardent Alcobev is more than just a business decision; it’s a reflection of my values. 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 upholds this same commitment while making, which is visible in every part of Dram Bell. We also encourage drinking responsibly, for enjoyment, and not for excessive consumption, so that everyone can savour and enjoy the experience in moderation.”
Furthermore, to learn more about this, SportsMint Media had the exclusive opportunity to sit down with Mr Kevin Pietersen.
What inspired you to venture into the alcohol industry and what sets Dram Bell apart from others?
India is one of the largest whiskey-drinking countries in the world, and I saw a great opportunity to introduce a foreign product here at an affordable price. With my entrepreneurial spirit, I’m aiming to launch a business that I hope becomes a major success. We’ve seen huge success stories in the U.S. with celebrities and sports figures in the tequila industry, and I want to be that person in India with whiskey. Dram Bell is a foreign liquor, bottled and made in Scotland. We’re importing it into India and offering it at a very reasonable price. And the best part about Dram Bell? It’s incredibly easy to drink.