Irish whiskey brand to debut across multiple Indian states as premium spirits demand gathers pace
Premium spirits importer and distributor My Barrel & Beyond has strengthened its India portfolio with the launch of Emberstone Irish Whiskey, targeting the country’s expanding premium whisky market as consumer preference shifts towards imported and craft spirits.
Produced in Ireland using traditional distillation techniques, Emberstone is a triple-distilled, non-chill-filtered Irish whiskey. It is matured in ex-bourbon casks before being finished in Oloroso sherry and Banyuls wine barrels. The company said the whiskey is produced in small batches and is designed for consumers seeking premium international spirits with a distinctive flavour profile.
“The Indian premium spirits consumer is becoming increasingly discerning, seeking brands with authenticity, provenance and meaningful stories. Emberstone represents a thoughtful expression of Irish whiskey crafted with patience, respect for tradition and an unwavering commitment to quality. We are delighted to introduce a whiskey that reflects these values and offers consumers a refined and memorable drinking experience,” said Mayank Yadav, Founder, My Barrel & Beyond.
The launch comes at a time when India’s premium spirits market is witnessing rising demand for imported alcoholic beverages, driven by consumers’ willingness to explore globally crafted labels and premium drinking experiences.
Phased Market Rollout
Emberstone will initially be available in Delhi, Haryana and Uttar Pradesh. The company plans to expand its distribution to Rajasthan, Himachal Pradesh, Goa, Maharashtra and Karnataka later this year as part of a phased rollout strategy. The whiskey is bottled at 40 per cent alcohol by volume (ABV) and will retail between Rs 2,500 and Rs 3,350 for a 700 ml bottle, depending on the state.
Headquartered in Gurugram, My Barrel & Beyond imports, builds and distributes premium international wines and spirits in India. Its sister company, My Wines & Spirits, distributes the portfolio across hotels, restaurants and cafés (HORECA), retail outlets and premium liquor channels.
