Indri enters House of the Dragon

In an extraordinary collaboration bridging the realms of Westeros and the domain of fine spirits, Indri Single Malt Indian Whisky, in partnership with Warner Bros. Discovery Global Consumer Products, has proudly introduced its latest masterpiece inspired by the ‘Game of Thrones’ franchise – the ‘House of the Dragon’ Exclusive Edition. Crafted in homage to the highly anticipated return of the HBO Original Series, House of the Dragon, this exclusive edition stands as a unique partnership, the first of its kind in India’s single malt market. The two exquisite expressions are inspired by the iconic councils of Westeros. Representing the fiery spirit of the Black Council from House of the Dragon, House of Black single malt whisky entices with notes of sweet toffee, creamy vanilla and

 subtle peat on the nose. The palate unfolds a symphony of flavours, from sweet chocolate and toffee to hints of earthiness, dates, figs and vanilla. The finish leaves a lingering impression of sweet richness intertwined with a gentle peatiness, promising a thrilling journey for the adventurous palate. Further, in tribute to the refined tastes of the Green Council, House of Green single malt whisky exudes elegance and sophistication. On the nose, hints of ripe bananas, vanilla, toffee, honey, raisins and pineapple create an inviting aroma. The palate is delicate yet complex, offering a bouquet of sweet, fruity, floral and nutty flavours, complemented by elegant spice, chocolate and dried fruits. As the journey concludes a subtle sweet finish with lingering fruitiness leaves a lasting impression, reminiscent of the luxurious courts of Westeros.

India’s First Innovative Collaboration
 Commenting on what inspired this exclusive partnership, Shalini has this to say: “Indri has always been at the forefront of providing unique crafted offerings and innovation for the consumers. With such innovative collaborations, Indri is fully prepared to further spearhead the domination of Indian single malts globally, while the world has its eyes set on us.” This innovative partnership sets a new standard for collaboration and creativity, further solidifying Indri’s position as the leading whisky brand from India. Esteemed Indian single malt brands like Indri are now surpassing their international peers and earning worldwide acclaim. The spotlight is firmly on Indian whisky brands and their innovations. As a result of these remarkable advancements, international brands are eager to collaborate with Indian whisky producers, further evidenced by this partnership.

Role of Warner Bros
 Discovery played a pivotal role in the development and launch of the House of the Dragon Exclusive Edition. The collaboration between the various teams was close and integral to the success of this project. She shared that their creative team provided inputs on the content and design of the exclusive edition. Their insights ensured that the edition stayed true to the aesthetic and narrative of the House of the Dragon series. “The collaboration reinforced the synergy between our brand and Warner Bros. Discovery, creating a unified and compelling product offering,” Shalini states.

The Marketing Strategy
The ‘House of the Dragon’ Exclusive Edition will be available in India in select key markets and exclusively at travel retail, ensuring exclusivity for fans and collectors. To promote the House of the Dragon Exclusive Edition and engage the Game of Thrones fan base, the company is employing a multifaceted marketing strategy focused on both traditional and digital media. It will thus leverage platforms like Instagram, Twitter and Facebook to create buzz and engage with fans with teaser-trailers, behind-thescenes content and interactive posts. “We intend to collaborate with prominent influencers and fan accounts within the Game of Thrones community to reach a targeted audience. We will create interactive quizzes, games and augmented reality experiences that allow fans to immerse themselves in the world of House of the Dragon. Furthermore, we will continue to create brand pull through our PR initiatives focusing on various aspects of the collaboration,” Shalini informs. The idea is to reach out to all those who have been mesmerised by the Game of Thrones and House of The Dragon series and are looking for further adventure; this time in the form of spirits.

Huge Anticipation
Given the enormous popularity of the Game of Thrones franchise, the collaborators anticipate strong demand for the House of the Dragon Exclusive Edition. This is not just a packaging collaboration. We have crafted two high-quality premium and very different unique single malt expressions, especially for this collaboration. Fans of the series are known for their enthusiasm for collectibles, making these two unique expressions a perfect collector’s item. As such, the partners expect positive reviews from both critics and consumers, which will further heighten the interest and drive sales. The initial pre-launch buzz looks promising and may set the stage for future collaborations that would continue to delight fans and drive success for both companies.



A Blend of Spirits and Entertainment

House of the Dragon Exclusive Edition represents the coming together of leaders from the spirits and entertainment industry to offer two delectable liquids for the connoisseurs. “Partnering with Indri Single Malt Indian Whisky for their House of the Dragon inspired-series is thrilling. It’s a fusion of craftsmanship and storytelling, extending their influence into the lives of fans. We are excited to curate products inspired by Warner Bros. Discovery’s vast entertainment universe, and this collaboration promises to captivate enthusiasts of both Indri and the Game of Thrones franchise,” enthused Vikram Sharma, Head of APAC Consumer Products at Warner Bros. Discovery. Siddhartha Sharma, Founder, Piccadily Distilleries, expressed his excitement, stating, “We are thrilled to embark on this epic journey with Warner Bros. Discovery Global Consumer Products to celebrate HBO’s House of the Dragon, bringing the rich legacy of Westeros to life through the artistry of our single malt whisky. This innovative partnership sets a new standard for collaboration and creativity, further solidifying Indri’s position as the leading whisky brand from India.” The ‘House of the Dragon’ Exclusive Edition by Indri will be available in select premium outlets in India and exclusively at Delhi Duty Free with price ranging between RS 6000 – 11,500, depending upon the state it is available in.