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Shanishvara AlcoBev Asia Pvt. Ltd. (SABAPL) led by Dhun Thacker, and Som Distilleries & Breweries Limited have collaborated to expand Som’s market in different segments and regions. This partnership aims to leverage Som Distilleries’ diverse portfolio and SABAPL’s market expertise.
As per the agreed terms, Som appointed SABAPL as exclusive partners for Gujarat, Daman & Diu, Silvassa, and Travel Retail sales. SABAPL, already active in marketing imported liquor in key territories, is also venturing into importing mixers and tonics, with products expected on shelves by April, 2025.
Additionally, SABAPL has announced the launch of its budget whisky, English Pride, targeting budget-conscious consumers. The whisky will debut in Delhi and Maharashtra, with plans for expansion into Uttar Pradesh, Gujarat, Daman & Diu, Karnataka, and Haryana.
Produced by Thackers Farms & Agro Pvt Ltd, SABAPL will manage the marketing of the whisky. The company has completed its first funding round, finalised one of three developed blends, and plans a market release by September 2025.