The Managing Director of Modi Illva India discusses Rockford’s journey, consumer trends, premiumisation and what 2026 holds for the brand and the wider alco-bev sector
With the soft launch of Rockford Imperial, Modi Illva India is gearing up for a significant new chapter in its premium whisky portfolio. In this conversation with BW Retail World, Abhishek Modi, Managing Director, Modi Illva India, shares insights into Rockford’s journey, consumer premiumisation trends, regulatory expectations and the brand’s 2026 roadmap.
Rockford Imperial has had a soft launch. How would you describe the brand’s overall journey so far? Are there milestones that define its growth?
Rockford’s journey has been spectacular. Over the last 14 years, we’ve grown at a CAGR of around 78 per cent. When we launched Rockford Reserve, it was the most premium whisky at its price point, disrupting a market dominated by Diageo and Pernod. Consumers recognised its superior quality and proposition.
Building on that success, we introduced Rockford Classic in the larger premium space, competing with Signature and Blender’s Pride. Today, Rockford holds about 20% market share nationally, making us the second-largest national player.
As consumers became more discerning, they demanded a more premium experience — and that’s what led to the launch of Rockford Imperial 14 years after Rockford Reserve.
What consumer insights and strategy shaped Rockford’s expanding portfolio? How have you marketed the brand over the past year?
Premiumisation is the core driver. Across whisky, vodka and gin, consumers are seeking higher-quality products and are willing to move up within a trusted brand family, just as they do with international brands like Johnnie Walker. Our research consistently indicated demand for a more premium variant of Rockford Reserve, which led to Imperial Reserve.
In marketing, we’re currently focused on distribution, PR announcements, digital engagement, and consumer gifting to encourage trials. The Rockford Circle — our talk-show featuring Indian entrepreneurs — has worked well, as entrepreneurs are today’s cultural icons. For the product itself, we rely on placement, offers, PR and digital outreach.
How is 2025 shaping up for the Indian alco-bev sector in terms of demand, premiumisation and regulatory shifts?
Premiumisation is accelerating. Consumers are now more open to choosing premium Indian brands — something very different from the earlier pattern where Indian brands occupied only the lower price segments. Today, Indian single malts and premium gins compete successfully with global players.
Regulations need to evolve. Ecommerce should include alcohol; consumers clearly want that service. Also, alcohol doesn’t need to be restricted to liquor stores — supermarkets in West Bengal and Karnataka already allow it. There’s no reason states like Maharashtra and Delhi cannot do the same.
What are Rockford’s expansion priorities for 2026? Are new variants or capacity additions on the cards?
2026 is the year of Imperial Reserve. We’ve test-marketed it across a few states with excellent results. The goal is a full-scale launch across all 25 states — it’s currently available in only three. That’s our biggest priority. Beyond that, no new variants are planned for now. We will, however, stay active digitally and continue premium-focused communication.
What key trends will define India’s alcohol market in 2026 — across innovation, pricing and consumer preferences?
Innovation is accelerating. Vodka trends are shifting fast — flavoured and now coloured vodkas are gaining traction. We launched Arctic Cranberry and more variants are coming. Low-alcohol spirits are gaining global interest, and India may explore the category if regulations evolve.
Premiumisation and acceptance of premium Indian brands will strengthen. Cocktail culture is rising sharply — from clubs to weddings — with tequila and whisky-based cocktails gaining popularity. Whisky remains dominant, but how consumers drink it is changing.
