New whisky debuts across Delhi, Punjab and Chandigarh; blends choicest malts with Indian grain spirits
The Adie Broswon Group has expanded its spirits portfolio with the launch of Kingpin Whisky, a new whisky created for a new generation of consumers seeking a combination of bold character, contemporary positioning and accessible pricing.
Kingpin is being introduced across Delhi, Punjab and Chandigarh, strengthening the Group’s presence in the North Indian alcoholic beverages market and marking another step in its focus on building consumer-facing brands within the spirits category.
Built around the philosophy “Live Bold. Drink Bold.”, Kingpin has been created for consumers who associate their choices with confidence, ambition and individuality. The brand seeks to occupy the space between aspiration and everyday accessibility, offering a distinctive identity backed by a strong liquid proposition.
Kingpin is crafted from a carefully developed blend of choicest malts and Indian grain spirits, bringing together the depth and character of malt whisky with the smoothness and versatility of grain spirit. The whisky undergoes a meticulous maturation and filtration process designed to create a bold yet balanced drinking experience.
The liquid has a rich and layered profile, led by pronounced smoky notes complemented by subtle hints of tobacco and honey, followed by a smooth and lingering finish. The profile has been developed for consumers looking for a whisky with discernible character while remaining approachable across different drinking occasions.
Kingpin enters the market at a time when India continues to stand out within the global alcoholic beverages landscape. According to IWSR’s latest data, India recorded 4% beverage alcohol volume growth in 2025, while Indian whisky volumes also grew 4% during the year.
Kingpin’s proposition has been developed around this evolving consumer landscape, combining a distinctive whisky profile and contemporary brand identity with accessible pricing. Its visual identity features a distinctive royal blue and gold design, with the crown-inspired Kingpin insignia creating a strong shelf presence and reinforcing the brand’s confident personality.
With Kingpin, The Adie Broswon Group is looking to build a differentiated proposition within the competitive IMFL whisky segment, bringing together product character, contemporary branding and wider consumer accessibility. The launch also forms part of the Group’s broader strategy of developing and scaling its own alcoholic beverage brands alongside its established brewing and distillation operations.
Kingpin is being introduced across a broad portfolio of pack sizes comprising 1,000 ml, 750 ml, 500 ml, 375 ml, 180 ml, 90 ml and 60 ml, enabling the brand to cater to different markets, consumption occasions and price points. The 750 ml bottle is priced at ₹500 in Delhi, ₹530 in Chandigarh and ₹750 in Punjab.
