Associated Alcohols & Breweries launches HILLFORT: A premium blended malt whisky

Associated Alcohols & Breweries Limited (BSE: 507526, NSE: ASALCBR), a distinguished name in the Indian alcoholic beverage industry, has announced the launch of its new Premium Blended Malt Whiskey, HILLFORT. This new product marks a major milestone in the company’s quest to blend tradition with innovation, offering a whisky that reflects both historical heritage and contemporary sophistication.

Unveiling HILLFORT: A Blend of Tradition and Modern Craftsmanship

HILLFORT Whisky is designed to resonate with the rich heritage of India’s whisky-making tradition while embracing modern craftsmanship. Named after the ancient hill forts that symbolize strength and resilience, HILLFORT represents a meticulously crafted blend of high-quality malts and premium Indian grain whiskies. This fusion results in a rich, complex flavor profile that appeals to both seasoned connoisseurs and new enthusiasts alike.

The whisky is presented in a striking green bottle accented with gold, symbolizing the elegance and high standards of the product. This bold packaging is not just visually appealing but also reflects the care and precision invested in the creation of HILLFORT. Each sip of HILLFORT Whisky offers a harmonious blend of flavors, showcasing the company’s commitment to excellence and innovation in the spirits industry.

Strategic Rollout and Pricing Information

HILLFORT Whisky will initially be available in select outlets across Madhya Pradesh. This strategic launch will soon expand to major markets including Delhi, Kerala, and Chhattisgarh. The product will be offered in three different sizes to cater to diverse consumer preferences: 750 ml, 375 ml, and 180 ml, with respective launch prices of Rs. 1,395, Rs. 700, and Rs. 340. The ex-distillery price for all sizes is Rs. 3,150, positioning HILLFORT as a premium choice in the whisky segment.

AABL: Pioneering Excellence in the Beverage Industry

Founded in 1989, Associated Alcohols & Breweries Limited has established itself as a key player in the Indian alcoholic beverage sector. The company operates a state-of-the-art manufacturing facility located near Indore, Madhya Pradesh. This facility is equipped with advanced technology and infrastructure, including 32 bottling lines capable of producing 12.5 million cases annually.

In addition to its focus on Indian Made Foreign Liquor (IMFL), AABL is a major producer of Extra Neutral Alcohol (ENA) and Ethanol. The company’s production capacity includes 45 million liters of ENA and 40 million liters of Ethanol, underscoring its significant role in the industry. AABL also operates as a franchisee for global brands like Diageo and Inbrew and engages in contract manufacturing for United Spirit Limited (Diageo), showcasing its versatility and expertise in the field.

AABL’s operations span across five states—Madhya Pradesh, Kerala, Delhi, West Bengal, and Chhattisgarh—demonstrating its broad reach and influence in the Indian market. The company’s diverse portfolio includes IMFL, Indian Made Indian Liquor (IMIL), ENA, and Ethanol, catering to various market segments and consumer needs.

Insights from Leadership

Mr. Prasann Kumar Kedia, Managing Director of Associated Alcohols & Breweries Limited, expressed his excitement about the launch, stating, “The introduction of HILLFORT Whisky is a landmark moment for our company. This new product embodies our commitment to excellence and our dedication to celebrating and enhancing India’s whisky-making legacy. HILLFORT Whisky not only reflects strength and resilience but also signifies our pursuit of the highest standards of quality and craftsmanship. We are excited to share this unique offering with whisky enthusiasts and connoisseurs across India.”

The Impact of HILLFORT on the Indian Whisky Market

HILLFORT’s entry into the market comes at a time when the Indian whisky segment is experiencing a surge in interest and sophistication. Consumers are increasingly seeking premium options that offer a refined drinking experience, and HILLFORT is poised to meet this demand with its superior quality and distinctive characteristics. The strategic rollout plan ensures that the whisky will reach key markets, allowing it to build a strong presence and attract a loyal customer base.

The launch of HILLFORT is expected to further elevate Associated Alcohols & Breweries Limited’s position in the industry, reinforcing its reputation as a leader in innovation and quality. As the company continues to push the boundaries of whisky-making, HILLFORT stands as a testament to its ongoing dedication to excellence.