ADS Spirits Pvt. Ltd. has launched The Irish Smith Whiskey in Haryana, marking the brand’s India debut. Crafted in Ireland at Great Northern Distillery, the premium triple-distilled whiskey has seen a strong consumer and trade response, with the company preparing to expand into Maharashtra next.
In a market where global spirits jostle for attention alongside homegrown labels, ADS Spirits Pvt. Ltd. has entered the premium whiskey conversation with a confident new voice. The company has launched The Irish Smith Whiskey, marking the brand’s debut in the Haryana market and signalling a strategic expansion that seeks to blend authentic Irish whiskey-making traditions with the evolving tastes of Indian consumers.
The launch represents a significant moment for ADS Spirits as it deepens its presence in the premium alcohol segment. Haryana, long considered a testing ground for new liquor brands due to its discerning consumers and active trade ecosystem, has responded strongly to The Irish Smith Whiskey. According to the company, the brand has garnered an enthusiastic reception not only from whiskey lovers but also from distributors and retailers, setting a promising tone for its journey in India.
Virat Maan, CEO of ADS Spirits, describes the launch as an affirmation of both vision and preparation. “The launch of The Irish Smith Whiskey has been nothing short of remarkable. Since its introduction, the brand has quickly captured the hearts of consumers across Haryana, earning an overwhelming response from whiskey enthusiasts and the trade community alike,” he said. For Maan and his team, the performance in Haryana is more than just early traction; it is validation of a carefully built product proposition. “The momentum we’ve built in Haryana stands as a powerful testament to the brand’s promise and potential,” he added.
That promise is rooted in authenticity, a quality increasingly prized by Indian consumers who are becoming more informed and experimental with their spirits choices. The Irish Smith Whiskey is crafted at the renowned Great Northern Distillery in Ireland, a facility known for marrying tradition with innovation. The distillery is helmed by industry veterans John Teeling and Brian Mongan, names that carry considerable weight in global whiskey circles. Their involvement lends credibility to the brand’s claim of delivering genuine Irish craftsmanship rather than a loosely inspired variant tailored for export markets.
The whiskey itself adheres to classic Irish methods, being triple-distilled for smoothness and matured in ex-bourbon casks. This process allows for a gentle yet layered flavour development, resulting in a blend that combines both single grain and malt whiskies. The final profile is designed to be approachable without being simplistic, offering notes of vanilla fudge, almond nougat and warm spices. These characteristics position The Irish Smith as a versatile whiskey—one that can appeal to seasoned drinkers while remaining accessible to those exploring Irish whiskey for the first time.
In a country where Scotch still dominates the imported whiskey segment, Irish whiskey has been steadily carving out a niche, buoyed by its reputation for smoothness and a lighter, more versatile palate. ADS Spirits appears keenly aware of this opportunity. The Irish Smith Whiskey enters the Indian market at a time when premiumisation is no longer confined to metros alone. Consumers in states like Haryana are increasingly seeking international quality, distinctive flavour profiles and well-crafted brand stories, making the region an ideal launchpad.
Beyond the liquid, the brand’s visual identity plays a critical role in how it communicates its values. The packaging for The Irish Smith Whiskey has been developed in collaboration with EuroStampa, acclaimed designer Sumit Charles and bottler John O’Donovan. Together, they have created a bold, contemporary design that reflects Irish heritage without leaning on clichés. The bottle balances modern aesthetics with subtle historical cues, aiming to stand out on shelves while reinforcing the brand’s roots. In an overcrowded retail environment, such differentiation can often be the deciding factor for first-time purchase.
The attention to packaging underlines ADS Spirits’ broader strategy: to compete not just on price or availability, but on the holistic experience of the brand. For consumers who increasingly view premium spirits as lifestyle markers rather than just beverages, this cohesive approach can be especially persuasive. From the story of its distillation to the feel of the bottle in hand, The Irish Smith positions itself as a considered, well-rounded offering.
Encouraged by the Haryana response, ADS Spirits is already setting its sights on further expansion. The company has announced plans to launch The Irish Smith Whiskey in Maharashtra, one of India’s most competitive and influential liquor markets. Maharashtra, with its mix of cosmopolitan consumers, strong on-trade culture and trendsetting cities like Mumbai and Pune, represents both an opportunity and a challenge. Success there often serves as a benchmark for a brand’s national potential.
Maan views the upcoming Maharashtra launch with optimism tempered by realism. “With this success energising us, we are thrilled to announce our upcoming launch in Maharashtra. The excitement is building, and we can’t wait to introduce The Irish Smith Whiskey to one of India’s most dynamic markets,” he said. Industry watchers note that if the brand can replicate its Haryana performance in Maharashtra, it could significantly accelerate its national rollout plans.
The entry of The Irish Smith Whiskey also reflects a broader trend of Indian companies partnering with international distilleries to bring authentic global products to domestic consumers. Rather than relying solely on local bottling or flavour replication, brands are increasingly investing in origin-based production, storytelling and quality assurance. This shift aligns with the changing expectations of Indian drinkers, who are now more willing to pay for provenance, craftsmanship and consistency.
At the same time, the launch highlights the growing ambition of Indian spirits companies like ADS Spirits, which are no longer content to remain distributors or value-segment players. By introducing a premium Irish whiskey with credible global credentials, the company signals its intent to play on a larger stage, both within India and potentially beyond.
As The Irish Smith Whiskey finds its footing in Haryana and prepares to enter Maharashtra, its early journey offers insight into how premium spirits are being positioned in India today. It is a story of cross-cultural collaboration, evolving consumer tastes and a market that is increasingly open to exploration. For ADS Spirits, the challenge now will be to sustain momentum, build deeper consumer engagement and navigate the complexities of expansion in a highly regulated industry.
For whiskey enthusiasts, meanwhile, The Irish Smith adds another chapter to India’s growing premium spirits landscape—a chapter shaped by Irish tradition, refined through modern design, and introduced with a clear confidence in what it brings to the glass.
