YELLO, India’s first “designer whisky” crafted by Ranveer Singh and ABD Maestro, has launched in Maharashtra with Goa and Haryana next. Blending premium craftsmanship with bold cultural identity, the brand targets a new generation of whisky drinkers seeking style and flavour. The creators promise a fresh, design-driven era in Indian spirits.
YELLO has arrived, not quietly, not cautiously, but with the kind of swagger only a Ranveer Singh–backed creation could command. Touted as India’s first “designer whisky,” YELLO marks a bold new chapter in the country’s evolving spirits landscape—one where craft meets culture, and where branding is as integral to the experience as the liquid inside the bottle. The collaboration between actor Ranveer Singh and ABD Maestro signals far more than a celebrity endorsement; it represents a shift in what Indian consumers expect from homegrown spirits, and how brands speak to a new generation that values both authenticity and attitude.
The launch of YELLO comes at a moment when India’s whisky market is more competitive, more experimental, and more premium than ever. But unlike many of its counterparts that lean heavily on tradition or heritage, YELLO positions itself as a contemporary disruptor—a whisky with personality, purpose, and the audacity to challenge established players. The brand narrative is driven by creative ambition, design-forward thinking, and a belief that spirits can be as expressive as the individuals who drink them. Ranveer Singh’s involvement adds an unmistakable cultural energy to the project, infusing the brand with the same vibrancy and edge that define his public persona.
From the outset, YELLO has been pitched as a product born from collaboration, not mere celebrity. According to the team behind the launch, this is a whisky crafted not only with technical expertise but with a deep sense of creative intention. The emphasis is on premium craftsmanship—refining the blend, shaping the palate, and ensuring that the whisky stands on its own merit. But parallel to the liquid is the brand’s bold identity: a visual language built through design, storytelling, and cultural cues that resonate with a youthful audience eager for innovation.
The promotional rollout highlights this duality. A campaign video, now making the rounds on social media, explores the creative vision of the team that built YELLO from the ground up. Viewers are invited not just to witness the making of a new whisky but to step into a creative universe where design and spirit collide. The aesthetics are as punchy as the brand’s name: bright hues, sharp cuts, fast pacing, and a finale that promises “a surprise that captures the YELLO spirit.” The video underscores that this brand is about more than taste—it’s about mood, energy, and cultural disruption.
What sets YELLO apart in its launch strategy is the precision of its rollout. The brand is now officially live in Maharashtra, one of India’s most important markets for premium spirits. With urban consumers increasingly gravitating toward experiment-driven brands, Maharashtra offers a fertile ground for YELLO to make its debut. But the expansion plan is equally strategic: Goa and Haryana, two key regions in India’s alcohol ecosystem, are slated to receive YELLO in the coming two weeks. Goa’s thriving tourism sector and reputation as a hub for craft spirits offer exposure, while Haryana’s growing premium consumption makes it a commercially attractive destination.
This phased expansion reflects a trend among emerging Indian whisky brands to establish strong regional footholds before going national. It also speaks to the confidence behind the product—YELLO is launching with momentum, clarity, and a clear understanding of the markets where it will likely find early adopters.
The brand’s positioning as “India’s first designer whisky” is deliberate. It signals a departure from conventional whisky narratives rooted in age statements, wood finishes, or heritage-inspired branding. Instead, YELLO is framed as a lifestyle product—one that merges premium blending with cultural fluency. The design-forward approach mirrors what has been successful in fashion, sneakers, and streetwear: individuality, flair, and an emotional connection to the product that extends beyond functional use.
Ranveer Singh’s involvement plays a crucial role in cementing this identity. Known for his risk-taking fashion sense and uninhibited persona, Singh embodies the creative ethos YELLO wants to project. His ability to straddle both mass appeal and niche cultural spaces makes him an ideal figure to push the boundaries of what an Indian whisky brand can represent. While celebrity-led brands are not new in India, YELLO is different in that Singh is positioned as a co-creator rather than a spokesperson—someone shaping both the product and the brand philosophy.
The team behind the brand has expressed gratitude to partners, collaborators, and supporters who contributed to bringing YELLO to life. The tone of the announcement suggests a sense of collective achievement rather than a top-down launch. This collaborative spirit mirrors global shifts in how premium brands are built today—through community, creative partnerships, and shared cultural experiences.
The arrival of a brand like YELLO signals maturity in India’s alco-bev market, where consumers are increasingly seeking products that reflect their identities, tastes, and aspirations. The new generation of drinkers values craftsmanship, transparency, and innovation, but they also gravitate toward brands that align with their aesthetic sensibilities and lifestyle preferences. YELLO seems tuned precisely to that frequency.
If the early energy surrounding the launch is any indication, YELLO has the potential to shape a fresh category within the whisky ecosystem—one where design, creativity, and cultural relevance take centre stage without compromising on quality. The brand promises to “set a new standard in whisky,” not necessarily by outdoing competitors on traditional parameters but by rewriting what a whisky brand can be in 2025 and beyond.
Whether YELLO becomes a long-term disruptor or an instant cult favourite remains to be seen. But what is clear is that India’s whisky landscape has opened its doors to experimentation of a different kind—one where the bottle is as important as the blend, and where innovation isn’t confined to the distillery but extends to storytelling, visual identity, and emotional resonance.
For now, YELLO stands at the intersection of craft and culture, backed by one of India’s most creative performers and one of its seasoned spirits producers. With its launch underway and expansion imminent, the stage is set, the bottle uncorked, and the brand ready to make its mark.
In a marketplace crowded with legacy brands and international labels, YELLO’s arrival feels like a breath of electric, neon-tinged air. Here’s to what comes next—and to a whisky that promises to be anything but ordinary.
