Piccadily Bets Big on Whistler’s New Identity – Aims for 1M Cases by 2028

Piccadily Agro Industries Limited has set an ambitious objective: selling one million cases of Whistler Barrel Aged Blended Malt Whisky in the next three years. This audacious approach shows confidence in India’s developing premium spirits sector. This objective comes after the brand was strategically relaunched with a gorgeous new visual identity, a more refined blend, and a new positioning aimed at the next generation of whisky connoisseurs.

There is more to the redesigned Whistler Whisky than just an aesthetic makeover. It symbolises a total metamorphosis—a high-end development that combines classic workmanship with modern appeal. Carefully chosen matured malt and grain spirits that have been meticulously aged in oak wood barrels have been combined to create the new expression, which results in a whisky that is smoother, more layered, more refined.

A Whisky Reimagined

The new Whistler is a testament to the brand’s commitment to quality and artistry. With a balanced blend that pays homage to the time-honoured processes of ageing and blending, the whisky appeals to both seasoned connoisseurs and emerging enthusiasts. Its flavour profile is thoughtfully structured, offering a warm and inviting nose of dried apple and apricot, enriched with vanilla cream, caramelised malt, and a touch of cinnamon and floral tones. The palate delivers a smooth, well-rounded sip with rich maltiness, toffee, pineapple, and vanilla, finishing with mellow sweetness and soft spice that lingers gracefully.

Available in a 750ml bottle with 42.8% ABV, Whistler is priced between INR 750 and 1500, making it highly competitive in the mid-premium segment. The brand will be available in premium retail stores and select on-trade venues across India, with international markets next on the roadmap.

Inspired by Nature And Heritage

The Whistler Warbler, a rare songbird indigenous to the Indri region, where the whisky is produced, serves as the inspiration for the rebranding. This elusive bird, renowned for its colourful plumage and melodic singing, is the inspiration behind Whistler’s latest design, which is a sophisticated, contemporary style that reflects the brand’s premium philosophy. Bold colour schemes and intricate designs adorn the redesigned packaging, which is intended to tell a tale of harmony, craftsmanship, and nature in addition to making a statement on store shelves.

“Whistler’s new premium look is more than a brand refresh — it’s a strategic play to capture the next wave of premium whisky consumers,” said Praveen Malviya, CEO – IMFL, Piccadily Agro Industries Limited. “With its elevated blend and bold new identity, Whistler is poised to disrupt the mid-premium segment. Our goal is ambitious — 1 million cases in the next three years — and we’re confident Whistler will become a powerhouse brand that redefines what Indian blended malts can achieve.”

Positioned For Growth

Whistler’s relaunch fits in with larger patterns in the Indian spirits market, where growth is being driven by premiumization. More and more customers are looking for an experience, a narrative, and a feeling of community in addition to a drink. This change is reflected in Whistler’s new orientation, which offers a whisky that is as much about identity and narrative as it is about flavour.

Whistler is on track to become the face of new-age Indian whisky—a fusion of innovation and heritage, craft and nature, taste and story—as Piccadily Agro Industries intensifies its distribution and brand-building initiatives.

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Whether enjoyed neat, on the rocks, or in a well-crafted cocktail, Whistler invites drinkers to pause, savour the moment, and reconnect with their true spirit—just like the songbird that inspired it.