ABV Partners With Amrut for the Middle East and Africa

We are pleased to share that Alchemy Brands Ventures has partnered with Amrut Distilleries as the brand enters its next phase of global focus.

Our role

This collaboration brings ABV into a consulting role across distribution strategy, marketing and brand curation for Middle Eastern and African markets: regions where premium whisky culture is evolving rapidly and demands a measured, locally grounded approach.

A shared belief

The partnership follows careful consideration by Amrut, rooted in a shared belief that meaningful market building requires more than reach. It requires people, presence and a nuanced understanding of how brands are introduced, nurtured and sustained on the ground. ABV's team and philosophy were central to this alignment.

Credentials that speak for themselves

From the moment Amrut Fusion was recognised as one of the world's finest whiskies in 2010, a turning point in global appreciation for Indian single malt, the brand has remained unwavering in its commitment to craft.

Now, with Amrut Expedition 15 Year Old once again ranked among the world's very best, that story comes full circle.

A renewed chapter

As Indian single malt enters a renewed chapter on the global stage, ABV is proud to support Amrut with the care, discipline and long-term perspective such a moment deserves.

Source: Alchemy Brands Ventures announcement, January 2026.