Third Eye Distillery Expands into Whisky Market with Otherside Whiskey

New Delhi: Third Eye Distillery, the Mumbai-based spirits maker, has ventured into the whisky segment with the launch of Otherside Whiskey, a premium 100% blended and aged-in-India product. The company has debuted the brand in Maharashtra and Goa, with expansion plans for Haryana, Karnataka, and Rajasthan. An international rollout is set to begin by the second quarter of the year.

Rahul Mehra, CEO and co-founder of Third Eye Distillery, stated that the company is positioning Otherside Whiskey as a premium offering, aligning with its long-term strategy of innovation and growth. To support this expansion, the company has committed an investment of USD 4-6 million over the next 18 months.

Pricing and Market Strategy

Otherside Whiskey is priced at Rs 3,250 in Maharashtra and Rs 2,100 in Goa, available through retail stores and on-trade channels. The brand will target both domestic and export markets, leveraging Third Eye’s established distribution network. The company aims to make Otherside Whiskey a 100,000-case brand within two years.

Third Eye Distillery is known for its flagship brand, Stranger & Sons, which is available in over 15 international markets, including the UK, Southeast Asia, and the Middle East. Exports currently contribute around 25% of the company’s revenue, with a projected increase to 30% by FY26. Expansion into two to three U.S. markets is also on the horizon.

Competing in the Indian Whisky Market

With Otherside Whiskey, Third Eye Distillery aims to set new benchmarks in India’s largest spirits category. The whisky is crafted to reflect the unique climate of the subcontinent, aged in India's tropical belt, where extreme weather conditions contribute to its depth and intensity.

The brand will compete with established names such as Paul John Nirvana Single Malt and imported American bourbons like Jack Daniel’s and Jim Beam. The competition is expected to intensify as international whisky brands see price adjustments in the Indian market.

Premiumization and Strategic Growth

Mehra highlighted that Third Eye Distillery's focus on premiumization has improved gross margins and profitability. The company’s strategic decision to source packaging materials locally has further enhanced its financial performance.

Domestically, metro markets such as Delhi NCR, Maharashtra, Goa, Rajasthan, and Karnataka remain key focus areas. With its latest offering, Third Eye Distillery aims to redefine Indian whisky, embracing the diverse climate of the subcontinent to craft a spirit that stands out in both domestic and global markets.