Triveni Engineering & Industries Ltd. has entered the Indian-Made Foreign Liquor (IMFL) market with the launch of two new premium whisky brands, Matsya Triple Reserve Blended Whisky and The Crafters Stamp Rare Artisan Blended Whisky. These brands, aimed at Millennials and Gen Z, offer a superior sensory experience.
Priced at INR 690 for a 750 ml bottle, Matsya Triple Reserve Blended Whisky is tailored for Gen Z. The Crafters Stamp Rare Artisan Blended Whisky, priced at INR 950 for a 750 ml bottle, targets Millennials. Both brands have received accolades, with The Crafters Stamp winning The Spiritz Selection “The Grand Gold” award and Matsya receiving the “Silver” award in the best product category for the whisky segment under INR 501 to INR 1000.
The initial launch covers 25 districts of Uttar Pradesh, with plans to expand to over 5000 retail outlets across the state by FY 26. Triveni aims to tap into the growing premium and super-premium whisky segments, driven by a young and discerning demographic.
