Strategic Home-State Expansion Marks Key Milestone in North India Growth
Lucknow | Three Brothers Distillery (TBD) has announced the launch of its whisky brands 55° NORTH Whisky and Northern Pride Whisky in Uttar Pradesh, marking a significant milestone in the company’s strategic expansion across North India. The move strengthens TBD’s footprint in one of India’s largest and most influential spirits markets by volume.
The rollout will initially cover select districts including Noida, Ghaziabad, Lucknow, Kanpur, and Prayagraj, with a phased expansion planned across additional districts in the coming months. Both brands will be available in 750 ml, 375 ml, and 180 ml pack sizes. The 750 ml variant of 55° NORTH Whisky has been priced at ₹930, while Northern Pride Whisky (750 ml) will retail at ₹680, targeting distinct yet complementary consumer segments.
Commenting on the launch, Varun Gupta, Chief Executive Officer, Three Brothers Distillery, said Uttar Pradesh holds special strategic importance for the company. He noted that the state offers a unique combination of scale, strong whisky consumption, improving retail infrastructure, and an evolving consumer palate. As the company’s home state and the location of its Grain Distillery-cum-Bottling Plant, Uttar Pradesh provides an ideal platform to build meaningful scale and visibility for both brands.
Uttar Pradesh is expected to play a central role in TBD’s broader North India expansion strategy. The state acts as a bridge market—large enough to drive volumes and insights, yet diverse enough to refine brand execution across multiple price tiers. Performance in Uttar Pradesh is expected to strengthen the company’s roadmap for entry into other large central and western Indian markets, supporting its long-term vision of building strong, scalable Indian spirits brands.
Sharing insights on consumer dynamics, Paritosh Bhandari, Advisor, Three Brothers Distillery, said that consumers in Uttar Pradesh are value-conscious yet increasingly aspirational. He explained that Northern Pride Whisky, priced at ₹680, fits well into the everyday premium segment by offering reliability and flavour at an accessible price point. In contrast, 55° NORTH Whisky, priced at ₹930, caters to consumers looking to trade up to smoother blends and a more contemporary whisky experience without moving into the luxury bracket.
The company has adopted a phased rollout strategy, with further district-level expansion planned based on market response and supply readiness. Learnings from the Uttar Pradesh launch will also guide TBD’s entry into select new states, ensuring sustainable and brand-led growth.
Over the next 12 to 24 months, Three Brothers Distillery aims to establish strong distribution networks, consistent offtake, and high brand recall across Uttar Pradesh. The state is expected to emerge as one of the company’s top contributing markets by volume, while also serving as a critical testing ground for refining route-to-market strategies and consumer engagement initiatives.
