Piccadily targets 1 million cases with Whistler whisky relaunch

Piccadily Agro Industries announced on June 3, 2025, the relaunch of its Whistler Barrel Aged Blended Malt Whisky with new premium packaging and an enhanced blend. The BSE-listed company has set an ambitious target of selling 1 million cases over the next three years.

The relaunched product features a 42.8 per cent ABV formulation priced between ₹1,500-7,500 for 750ml bottles. CEO Praveen Malviya described the move as a strategic play to capture premium whisky consumers and disrupt the mid-premium segment.

Shares of Piccadily Agro Industries Limited were trading at ₹580 up ₹4.25 or 0.74 per cent on BSE at 12.05 pm.

Whistler’s new packaging draws inspiration from the Whistler Warbler, a songbird native to the Indri region where the company’s manufacturing facility is located. The whisky is aged in oak barrels and combines matured malt and grain spirits.

The product offers tasting notes of dried apple, apricot, vanilla cream, and caramelised malt on the nose, with a palate featuring toffee, pineapple, and vanilla notes. The finish is described as medium to long with mellow sweetness.

Piccadily Agro Industries operates primarily in distillery and sugar segments from its 168-acre facility in Indri, Haryana. The company gained recognition in 2022 with its Indri single malt whisky brand, which became the fastest-growing single malt whisky brand in India in 2024.

The Whistler whisky will be available across premium retail outlets and on-trade venues in India, with export expansion planned for coming months.

Published on June 5, 2025