Piccadily’s single malt brand, Indri, is making a strategic re-entry into the UK market through a new distribution partnership with Mangrove Global. This move aims to enhance the availability and visibility of Indri’s premium single malts among UK consumers.
Background and Initial Launch: Indri was first launched in India in 2021, establishing its presence in the local market. Building on its success, Indri entered the international market in August 2022 with the help of Whyte & Mackay, a renowned name in the spirits industry. During this initial phase, Indri’s single malts saw a limited release in the UK, allowing the brand to gauge consumer interest and market potential.
New Partnership with Mangrove Global: To capitalize on the positive reception and expand its footprint in the UK, Piccadily has now partnered with Mangrove Global, a well-respected spirits distributor known for its extensive network and expertise in the market. This partnership is expected to significantly boost Indri’s distribution capabilities, ensuring that more consumers across the UK can access and enjoy Indri’s offerings.
Product Line-Up: Indri’s re-launch in the UK will feature its distinguished single malt varieties: Dru and Trini. These expressions have been crafted to appeal to the refined tastes of whisky enthusiasts, offering unique flavor profiles that reflect the brand’s commitment to quality. Additionally, the re-launch will include limited volumes of the Diwali edition, a special release that celebrates the festive spirit with a distinctive taste.
The re-launch aims to:
- Increase Brand Awareness: By leveraging Mangrove Global’s distribution network, Indri seeks to enhance its brand presence and recognition among UK consumers.
- Expand Market Reach: The partnership will help Indri penetrate deeper into the UK market, making its products available in more retail outlets and online platforms.
- Cater to Sophisticated Tastes: With its carefully crafted single malts, Indri aims to meet the high expectations of whisky connoisseurs in the UK, positioning itself as a premium choice in the single malt category.
Through this strategic re-launch, Piccadily is poised to strengthen its position in the competitive UK whisky market, offering unique and high-quality single malts to a discerning audience.
