Associated Alcohols is back in the spotlight. The company’s stock surged nearly 4% after launching its premium whisky brand, Hillfort, in Uttar Pradesh—a bold move in one of India’s biggest liquor markets.
This is not just another product drop. It’s a major play by Associated Alcohols, which has been eyeing India’s growing thirst for high-end spirits. And the Hillfort launch is just the beginning.
“The launch of Hillfort in Uttar Pradesh marks a significant milestone in our journey toward premiumization,” said Prasann Kumar Kedia, Managing Director of the company.
With UP now in its basket, the company plans to roll out Hillfort in other states soon. But that’s not all. It also has a full arsenal of new drinks ready to go—Nicobar Gin, CP Vodka, and more are on deck. The goal? A phased, pan-India expansion targeting a younger, more refined crowd that craves quality over quantity.
Why Hillfort, Why Now?
Uttar Pradesh is no ordinary market. It’s one of the most evolved—and competitive—alcohol markets in India. Getting in means more than just shelf space. It means your brand is playing with the big boys.
And that’s exactly what Associated Alcohols wants.
Known for its production of Indian Made Foreign Liquor (IMFL), the company is pushing hard to move beyond mass market sales. Its state-of-the-art facility near Indore is now churning out premium blends aimed at a generation that knows its whisky.
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Premium Dreams, Real Numbers
This launch isn’t just a PR event—it’s showing up in the numbers. Investors responded quickly. The company’s share price jumped nearly 4% after the announcement. That’s a strong vote of confidence in both the product and the strategy.
And if Hillfort clicks with consumers? Expect the stock to climb higher.
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What’s Next?
The company has made it clear: more premium launches are coming, and soon. Associated Alcohols plans to inform the stock exchange once those deals go live. For now, all eyes are on how Hillfort performs in UP.
Still, it’s a proud moment for the homegrown alcohol maker. With Hillfort, Associated Alcohols is stepping into a new league.
From low-cost spirits to classy sipping whisky—this is a brand evolving fast, and unapologetically.
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