Design Elevating The Story Behind Spirits

The delightful experience of enjoying a fine spirit begins long before the first sip; it starts with the purchase. And this is influenced by the design of the bottle and its label. In the super-premium and luxury segments, this idea of storytelling through design is taking centre stage, points out SHALINI Sharma, Head of Marketing, Piccadily Agro Industries Ltd.

More than just an alcohol beverage, the story behind it is now emerging at the forefront, and this story is reflected in the way the brand is packaged. Especially in the premium and luxury segments, each product carries a unique narrative that reflects its origin, craftsmanship and character, making the experience as meaningful as the spirit itself. Indri–Trini Founder’s Reserve 11-year-old single malt is a perfect example. Patiently matured in select casks, it reflects the richness of India’s climate and craft while also showcasing the country’s capability to stand shoulder to shoulder with the finest global single malts.

At Piccadily Agro Industries, brands like Cashmir Vodka, India’s first organic luxury small-batch vodka, begin the luxury journey even before the first sip. Distilled from Sona Moti, a rare 2,000-year-old heritage wheat variety revived after near extinction, the vodka tells a story of revival, purity and artistry. “Every element, from its organic origins to its refined smoothness, has been curated to resonate with modern luxury consumers who value authenticity as much as sophistication,” informs Shalini.

Bottling Spirit of Kashmir

Cashmir Vodka has been positioned as a tribute to Kashmir. “By weaving together legacy, craft and immersive brand experiences, we ensure that every sip is not just consumed, but truly experienced,” Shalini says. Beyond being a tribute, Cashmir is deeply rooted in tradition, reviving the heritage grain, Sona Moti, to craft a spirit of purity, character and legacy.

It is deeply inspired by the timeless beauty and cultural soul of Kashmir. In the heart of the Himalayas, where time lingers and nature whispers, every petal, leaf and ripple tells a story. “Moments like the gliding shikaras on Dal Lake, the blush of Kashmiri apples, the golden glow of saffron fields and the intricate swirls of papier-mâché art, all shaped the essence of Cashmir Vodka,” Shalini states.

These experiences became the foundation for the bottle’s visual concept, reflecting the serenity, poetry and the understated grandeur of the valley. The bottle’s design translates this inspiration into form through careful attention to scale, proportion and placement. The frosted bottle and the mountain silhouette through the ‘shikara’ window evoke the grace of Kashmir’s snow-capped peaks, while the overall proportions balance presence with minimalism, ensuring both shelf impact and refined elegance. “Each element relating to Kashmiri art and culture is carefully placed to achieve visual harmony, allowing the vodka’s purity and the heritage it represents to remain at the forefront,” Shalini adds.

Creating Works of Art

At Piccadily, each brand is unique in itself. For example, the approach to Cashmir Vodka is very different from that taken with Indri’s aged single malt. “Our approach for any of our products is tailored to reflect each spirit’s character and story. Cashmir Vodka communicates purity and modern elegance, while Indri single malt embodies warmth, heritage and the sophisticated craft of single malt whisky,” Shalini states.

The frosted bottle of Cashmir features a clear see-through window that emphasises transparency, allowing the liquid itself to take centre stage. The label palette is colourful and refined, with subtle tones that evoke Kashmir’s serene landscapes, history and culture, reinforcing perceptions of modern luxury. Every detail, from scale and typography to motif placement, was designed to feel attractive, refreshing and harmonious, mirroring the vodka’s pristine, refined character.

In contrast, the Indri single malt celebrates warmth, richness and the influence of cask maturation. The bottle and label employ deeper, warmer hues inspired by oak, amber and the natural shades of whisky in maturation, immediately conveying depth and heritage. The tactile finish, embossed detailing and layered label elements evoke the complexity of the liquid and the nuances of the terroir, signalling luxury, authenticity and tradition.

Together, these design choices for both brands reinforce their individual identities.

More in the Pipeline

Piccadily Agro Industries is planning to launch limited and special editions featuring unique bottle designs that celebrate craftsmanship, heritage and the rich cultural narratives of India. These editions are designed to offer an exclusive, collectible experience that will appeal to discerning consumers and enthusiasts alike, creating excitement and aspiration around its products.

Such distinctive releases will not only strengthen the company’s presence in the super-premium and luxury segments but also deepen engagement with connoisseurs, drive brand loyalty and highlight the brand’s commitment to innovation and world-class quality. By combining exceptional liquid with striking design, the company aims to make every release a memorable statement in the luxury spirits space.

Design Influencing Sales

The frosted bottle of Cashmir Vodka, paired with its elegant label design, has significantly strengthened its market presence and retail appeal. The sophisticated packaging immediately conveys purity and luxury, creating a striking shelf presence that captures consumer attention. “By weaving cultural storytelling into the design, Cashmir Vodka not only stands out visually but also connects emotionally with consumers who appreciate both heritage and premium craftsmanship,” Shalini says. As India’s first luxury organic small-batch vodka, it is frequently cited by consumers as a key reason for purchase, while trade partners highlight its ability to elevate premium displays and attract clientele.

Quantitatively, the brand has demonstrated impressive sell-through rates in metropolitan markets, with high levels of repeat purchase signalling loyalty. Strategic placements in premium retail outlets and hospitality venues have further reinforced its visibility, making it a standout in the premium vodka segment. From a business perspective, the vodka is priced in the ₹1,800–3,500 range, depending on the state, clearly placing it in the premium and ultra-premium segment. Backed by this distinctive identity, Piccadily Agro Industries has set an ambitious target of selling 1 lakh cases of Cashmir Vodka within the next three to five years.