Associated Alcohols & Breweries, a pioneering name in the alco-beverage industry and the flagship entity of the esteemed Associated Kedia Group, proudly announces the launch of its most premium offering yet in whiskey category—Hillfort Whiskey. This distinguished blend redefines affordability in the high-end whiskey category, combining exceptional craftsmanship with a flavour profile to delight both connoisseurs and newcomers.

Hillfort Whiskey delivers an unparalleled tasting experience, beginning with an inviting smoky aroma that evolves into ashy undertones and transitions into delightful floral notes, hints of citrus, and tropical fruits. The rich malt nose exudes wood-smoked honey, vanilla, and oak spices such as cinnamon and black cardamom rounded off by complementary cereal notes. The palate boasts a robust, velvety mouthfeel akin to bacon fat, where citrus and smoke intertwine with complex oak spices and malt sweetness. The finish is long, warm, and tantalizingly bittersweet, leaving a smoky aftertaste that lingers. Crafted with precision, Hillfort combines exceptional Indian whiskey with a unique touch of peated Indian malts. Unlike other premium whiskeys, Hillfort achieves this complexity without an aging process offering a distinct and smooth blend that stands apart in the market.

Tushar Bhandari, whole time director, AABL, said, "Hillfort Whiskey embodies the spirit of sophistication at an accessible price point. Inspired by the premium smoky flavours often found in high-end whiskeys, we aim to deliver a similar indulgent experience to our consumers, ensuring quality remains at the forefront. Hillfort is a testament to our commitment to making premium whiskey more inclusive and enjoyable for all."

Hillfort Whiskey is available across retail stores and select bars in Madhya Pradesh and will be launched across Delhi and Maharashtra starting January 2024. Currently, Hillfort is offered in 750 ml, 375 ml, and 180 ml SKUs, with launch MRPs of Rs. 1,395, Rs. 700, and Rs. 340, respectively. The ex-distillery price for all SKUs is Rs. 3,150. Hillfort caters to India’s largest whiskey category by volume and value, delivering a smokier and smoother profile that can be enjoyed neat, on the rocks, or with a splash of water.

Currently, AABL has 7 proprietary brands under its wing. Some of them include Central Province Whiskey, Titanium Triple Distilled Vodka, James Mc Gill Whiskey, Nicobar Gin, etc. The company is also licensed to manufacture for international brands such as Bagpiper Whiskey, McDowell No. 1 Celebration Rum, White Mischief Vodka, Blue Riband Gin, and Director Special Black. With Hillfort, AABL continues to build its legacy of offering exceptional spirits while meeting evolving consumer demands.