Associated Alcohols & Breweries Limited (AABL), part of the Associated Kedia Group, has introduced Hillfort Whiskey, its latest entry into the premium whiskey segment. The launch aims to expand its presence in the Indian alco-beverage market by offering a distinctive blend catering to a wide audience.
Hillfort Whiskey features a flavour profile that includes smoky aromas, ashy undertones, floral notes, and hints of citrus and tropical fruits. Its composition blends Indian whiskey with peated Indian malts, delivering a unique profile without undergoing an ageing process. It is designed to be consumed neat, on the rocks, or with water
“Hillfort Whiskey embodies the spirit of sophistication at an accessible price point. Inspired by the premium smoky flavours often found in high-end whiskeys, we aim to deliver a similar indulgent experience to our consumers, ensuring quality remains at the forefront. Hillfort is a testament to our commitment to making premium whiskey more inclusive and enjoyable for all,” Tushar Bhandari, whole time director, AABL, said.
Initially available in Madhya Pradesh, Hillfort will be introduced in Delhi and Maharashtra by January 2025. The whiskey is offered in 750 ml, 375 ml, and 180 ml SKUs, priced at Rs 1,395, Rs 700, and Rs 340, respectively. The ex-distillery price for all SKUs is Rs 3,150.
AABL’s portfolio includes seven proprietary brands, such as Central Province Whiskey, Titanium Triple Distilled Vodka, and Nicobar Gin, alongside manufacturing for international brands like Bagpiper Whiskey, McDowell No. 1 Celebration Rum, and White Mischief Vodka. With Hillfort Whiskey, the company seeks to expand its offerings and meet changing consumer preferences.