Third Eye Distillery Enters the Whisky Market with Otherside Whiskey

Third Eye Distillery of Mumbai has made its entry into the whisky sector with the launch of Otherside Whiskey, a premium 100% blended and aged in India whisky brand. Otherside Whiskey was initially introduced in Maharashtra and Goa with plans to expand further across Haryana, Karnataka, and Rajasthan as well as globally during Q2 2018.

Strategic Expansion and Investment

Rahul Mehra, CEO and co-founder of Third Eye Distillery, shared that Otherside Whiskey will be offered as a premium offering as part of their focus on innovation and long-term growth. To support this endeavor, Third Eye Distillery has set aside USD 4-6 million over 18 months to invest in expanding this product line.

Pricing and Market Reach

Otherside Whiskey can be found for Rs 3,250 in Maharashtra and Rs 2,100 in Goa; consumers can access it via retail stores and on-trade channels. The company plans on building it into a 100,000-case brand within two years by using their strong domestic and international distribution networks.

Third Eye Distillery is widely known for their flagship gin brand, Stranger & Sons, which can be found across over 15 international markets, including the UK, Southeast Asia, and the Middle East. Exports currently contribute 25% of revenue with plans to increase to 30% by FY26; additionally, they are exploring expansion into two or three US markets.

Competing in India’s Growing Whisky Market

Third Eye Distillery's entry into India's most popular spirits category with Otherside Whiskey represents an innovative aging process influenced by India's tropical climate; whisky matures under extreme weather conditions for greater depth and complexity.

Branded whisky brands such as Paul John Nirvana Single Malt are set to compete directly with premium offerings from Paul John Nirvana Single Malt as well as popular imported American bourbons like Jack Daniel's and Jim Beam in India, where pricing will likely become even more aggressive as international whisky brands adjust their pricing strategies in India. As international brands adjust pricing in India, competition in this market should only become more fierce.

Commitment to Premiumization and Local Sourcing

Mehra noted that Third Eye Distillery's focus on premiumization has contributed to higher margins and enhanced profitability, and their decision to source packaging materials locally further solidified their financial standing.

Domestically, Third Eye Distillery has targeted metro markets such as Delhi NCR, Maharashtra, Goa, Rajasthan, and Karnataka with their Otherside Whiskey brand to establish itself in Indian whisky culture with an innovative flavor profile inspired by India's diverse climate.

Third Eye Distillery's experience in premium spirits and its robust global distribution network make them uniquely qualified to establish Otherside Whiskey as a key player on both domestic and international whisky markets.

 

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