Amrut Begins a New Chapter in Middle East Travel Retail
Amrut Distilleries, India's pioneering single malt maker, is building its presence in Middle East Travel Retail with Gulf Beverages / African + Eastern and Alchemy Brands Ventures.
We are delighted to see the next chapter of Amrut Distilleries' journey in Middle East Travel Retail take shape. At Alchemy Brands Ventures, we are proud to work alongside Amrut and Gulf Beverages / African + Eastern in building the brand's presence across this important and dynamic channel.
This partnership is another step in bringing one of India's pioneering single malt whisky brands to a wider international audience across the region.
Seven decades of pushing boundaries
For over seven decades, Amrut has blended Indian heritage, craftsmanship and innovation to create award-winning whiskies, now enjoyed in more than 60 countries. Its travel retail portfolio, including the newly launched Amrut Pravas, now reaches travellers passing through the Middle East's duty free environment.
In their words
"The global appetite for Indian spirits has never been stronger. Gulf Beverages serves as the primary bridge to drive deep market penetration across key Middle East Duty Free channels, connecting world-class Indian distillers with discerning travellers and consumers throughout the region."
Charles Humphries, Group Head of Travel Retail, Gulf Beverages
"The Middle East is one of the world's most dynamic travel retail hubs and an important market for the continued growth of premium spirits. Through our partnership with Gulf Beverages and Alchemy Brands Ventures (ABV), we are excited to bring the Amrut story to a wider audience of international travellers. With our travel retail portfolio, including the newly launched Amrut Pravas, we aim to offer consumers an authentic taste of India, crafted with world-class quality and innovation."
Rakshit N. Jagdale, Managing Director, Amrut Distilleries
Why travel retail matters
Duty free is where many travellers first discover a brand. For an independent single malt, a strong presence in the region's airports builds visibility with an international, premium audience, and supports the brand in every market those travellers return to.
New markets, new travellers, new discoveries: we look forward to what lies ahead.
Source: Alchemy Brands Ventures and Gulf Beverages / African + Eastern announcements, September 2026.
