Som Distilleries enters mid-premium whisky segment

Som Group of Companies has officially entered the mid-premium whisky segment with the launch of Mahavat Whisky, a bold new offering positioned in the ₹1,000–₹1,100 price range. This marks one of the group’s most ambitious product rollouts to date, aiming to redefine the category with its flavour-forward profile and regal narrative.

Crafted to embody leadership, strength, and individuality, Mahavat, meaning “one who commands” is designed for modern consumers who embrace bold choices and live life on their own terms. The whisky features a distinctive blend of royal fruit notes like pear, a gentle smokiness, and candied sweetness, culminating in a woody, cocoa-laced finish.

“With Mahavat, we’re setting a new benchmark in this segment. It’s one of our most anticipated launches and reflects our vision for premiumisation,” said J.K. Arora, Chairman & Managing Director, Som Group.

The whisky was developed through extensive sensory research, involving expert blenders and flavour chemists to meet evolving consumer preferences. “Mahavat is not just a whisky; it’s an emotion crafted to resonate with the desire for richness, smoothness, and legacy,” added Deepak Arora, CEO, Som Group.

Mahavat Whisky is currently available in select outlets across Bhopal, with a strategic rollout planned for key cities in Madhya Pradesh, followed by launches in Delhi-NCR and other major Indian markets in the coming months.