55° NORTH Charts India’s Whisky Renaissance

55° NORTH premium whisky takes its cue from the 55th Parallel North, a latitude that passes through some of the world’s most revered whiskyproducing regions—Scotland, Canada and parts of Europe. For VARUN Gupta, Founder of Three Brothers Distillery, that geographical reference was more than symbolic. “When we conceived the brand, we wanted to send a clear message: India belongs in that same conversation,” he says. 

‣ SHALINI Kumar

The launch of 55° NORTH reflects a larger shift in India’s alcobev landscape, as what Varun calls a “whisky renaissance.” It’s a renaissance marked by three powerful trends: premiumisation, experimentation and growing pride in Indian spirits. “Consumers are trading up to better blends, embracing new profiles, finishes, cocktails, and stories. Most importantly, they’re seeking credible Indian brands rather than only aspiring to Scotch or imported whiskies,” he explains.

Crafting the Blend

At the core of 55° NORTH is a blend designed to meet rising consumer aspirations without straying into unattainable luxury. Imported Scotch malts are combined with Indian matured malt, aged in oak casks, and a fine-quality grain spirit distilled in-house.

“When briefing our blending team, we were very clear: premium and aspirational, yet surprisingly affordable,” Varun says. “On the nose, we wanted honey, vanilla and soft spice. On the palate, malt sweetness, warm oak and subtle dried fruits. On the finish, smooth lingering warmth that was rounded, not harsh.”

Achieving that profile wasn’t without hurdles. Indian malts, shaped by warmer climates, tend to develop depth and intensity faster, while Scotch malts bring length and elegance. “The challenge was integration; marrying these profiles without one overpowering the other,” he recalls.

The solution lay in patience and precision. “We solved this through multiple small-batch trials with our master blender; tweaking proportions, testing profiles and adjusting filtration levels until the harmony clicked,” he explains.

Premium Yet Accessible

If blending was the creative challenge, pricing was the strategic one. Varun wanted 55° NORTH to drink like a premium whisky but be priced within reach. “We designed it so consumers see it as a genuine step-up without hesitation. Considering the bottle design, packaging and the liquid itself, our price point has come as a pleasant surprise to the trade and consumers alike,” he says.

For Varun, quality and consistency are the bedrock of trust. Three Brothers Distillery has put in place what he describes as a rigorous QC system. “We employ sensory panels with trained tasters at our QC lab. A master-batch reference vat, revalidated every six months, acts as a benchmark. Alongside this, GC-MS and analytical tests monitor congener profiles. Every batch is signed off only after passing both scientific and sensory checks,” he notes.

Strategic Rollout

“We launched the Brand in Delhi formally in January this year and within a span of 6-7 months, we are already the No 4 selling premium whisky in the category (as per the August data). Now that’s super encouraging and says a lot about the traction considering we haven’t spent crazy money on marketing or trade; in fact we have kept matters bit tight to ensure we are present in the right set of outlets and are serviced well by our team,” says Paritosh Bhandari, Advisor at Three Brothers Distillery.

55° NORTH made its debut in Uttarakhand, a market chosen with intent. “Uttarakhand was a natural choice; vibrant tourism, a strong whisky culture, and an aspirational consumer base. Tourists are often early adopters, so we partnered with HORECA outlets, resorts and tourism bodies to seed the brand among both visitors and locals,” Paritosh quips.

The early results, he adds, are encouraging. “Our retail and on-trade activations exceeded expectations. KPIs like offtake velocity, repeat orders and brand recall all pointed in the right direction. High repeat orders from top outlets and strong uptake in premium retail gave us confidence we were striking a chord.”

At present, the brand operates in two states, supported by what Paritosh describes as a hub-and-spoke distribution model. “This ensures stock availability through strategically placed warehouses and bonds.”

Defining Identity

For Varun, 55° NORTH is more than another premium label. It represents a philosophy of exploration and authenticity. “This concept defines the whisky’s character. It’s about boldness, exploration and connecting India’s distilling tradition with global standards. Just as the parallel unites diverse lands, 55° NORTH unites Indian grain whisky with imported Scotch malts to create a blend that is smooth, complex and distinctly modern,” he reflects.

And it is a philosophy that resonates with shifting consumer aspirations. “55° NORTH aligns with these shifts. We’re premium yet approachable, crafted with authenticity, and designed for a generation that takes pride in an Indian whisky being globally competitive,” he says.

Scaling Boldly

With a production capacity of more than 10 million cases annually across distilleries and bottling units, Three Brothers Distillery is well-positioned to grow. “This comfortably supports our 2025–26 plans to expand into a few more states, with room to scale further,” Varun reveals.

Expansion is not just about footprint but also about engagement. “We’re developing bartender immersion sessions, curated cocktail menus and activations to get liquid to lips. Retailers, wherever permitted, are equipped with brand notes and visual tools, so they can confidently narrate the 55° NORTH journey to consumers,” Paritosh explains.

The founders are also building an ambitious pipeline beyond their flagship whisky. Varun hints at what’s coming: “The pipeline is exciting. We’re launching another IMFL whisky soon, and a few other spirits are under development. Over time, we’ll premiumise further with our own BII whisky.”

Varun emphasises that such innovations will showcase India’s craft potential “while building depth into the 55° NORTH family.”