A new brandy seeped in royalty

The luxury brandy market is still underrepresented, and awareness about the craftsmanship and nuances of this fine spirit remains low. That’s exactly what Tilaknagar Industries Limited is aiming to change by introducing offerings that cater to a wide spectrum of consumers and showing how versatile and exceptional brandy can be. And so, the company’s latest offering, Monarch Legacy Edition, brings forth not only the luxury component but does so in a compelling manner through its bold and royal design. Sanaya Dahanukar, Assistant Marketing Manager, Tilaknagar Industries, shares the concept behind the design and the drink while talking to Shalini Kumar.

After four decades of innovating and leading the Indian brandy market, Tilaknagar Industries Limited felt it was time to channel its expertise into a luxury offering that redefines perceptions of the category. And this stemmed out of the management’s deep sense of responsibility to rejuvenate the brandy segment in India. Despite being the second most consumed spirit in the country with more than a 20 percent market share, brandy still carries a certain perception that doesn’t fully do justice to its potential. With this thought was born Monarch Legacy Edition—a new drink, a new label and a new design.

Behind the design is Sanaya Dahanukar who early on felt that the name ‘Monarch’ was a perfect fit. It naturally conveyed sophistication and royalty, setting the tone for the entire design. The bottle inspired by royal chalices has an intricate cut-glass effect that was crafted to feel luxurious in hand, while the golden metallic label—one of the few in India’s spirits industry—adds a solid yet elegant look. For the outer packaging, Sanaya drew inspiration from Mughal miniature art, incorporating two ancient emperors to reflect the Indian essence of royalty.

“If you place two mono cartons together, it looks like they are having a glass of brandy together. Even the smaller details, like the fonts and motifs, were chosen thoughtfully to bring our vision of ‘A Royal Welcome’ to life,” she says. After leading the Indian brandy segment for over 40 years, stepping into the luxury space was both exciting and meaningful. “We have spent over two years shaping the vision for this drink and it’s incredibly rewarding to see it finally come to life for our consumers,” Sanaya states. 

Creating a ‘Luxury’ Experience

The goal behind Monarch Legacy Edition and its design was to create a truly royal experience for its consumers. The idea is to engage consumers through social media campaigns which will focus on weaving a compelling narrative of luxury and sophistication. The theme of ‘A Royal Welcome’ will guide content creation, featuring collaborations with influencers, storytelling around the brand’s origins, and educational posts to elevate the brandy’s perception among the consumers. On-ground activations will complement the social media efforts by offering immersive experiences, including tasting sessions in premium bars and restaurants and bar takeovers with bespoke cocktails and events.  

Target Consumers 

Tilaknagar Industries has started the launch of Monarch Legacy Edition with Maharashtra, where it will soon be available across retail outlets. “Over the next month or so, we plan to expand to a few southern states, where there’s already a strong demand for brandy. These markets are ideal for Monarch Legacy Edition as it appeals to affluent and aspirational consumers, seeking a luxurious experience within the category. On the export front, we have already received pre-orders from Kenya and the UAE,” Sanaya informs.

Monarch Legacy Edition is a way of redefining and rejuvenating the brandy category. While it’s best enjoyed neat to appreciate its richness, its versatility in cocktails is also something the company is excited about. “With the growing bar culture in many southern states, we see great potential to introduce a fine brandy to a younger, more experimental audience as well,” she adds. 

Making Monarch Special

Monarch Legacy Edition will appeal to a wide spectrum of brandy drinkers. For affluent consumers seeking sophisticated offerings, it is the perfect match. At the same time, it resonates with those looking to explore something unique and luxurious. What truly sets Monarch Legacy Edition apart is that it’s the only 100 percent pure grape brandy crafted from an exquisite blend of French and Indian grape spirits. This blend offers a one-of-a-kind taste experience, marrying the finest traditions of Indian and French viticulture.

“For those familiar with our other brands, like Mansion House and Courrier Napoleon, Monarch Legacy Edition represents an exciting step forward—a bold move into the luxury space that showcases just how far we have come. I also think consumers who appreciate traditional craftsmanship will love that Monarch Legacy Edition is made using time-honoured Cognac-making methods,” Sanaya states.

The growing demand for luxury spirits in the Indian market makes it the perfect time to introduce a luxury brandy.