Cheers group is building a new kind of beverage narrative for millennials with the ‘Scotch Hipster’ a selection of their premium Scotch brands reimagined in an exciting new avatar. For so long, Scotch was seen as the old man’s drink – stiff, rigid and ritualistic. Cheers group is now looking to change that perception by making the category appealing to a newer generation of responsible and thoughtful adults who enjoy spending their time chasing new pursuits and expressing themselves socially. Millennials value convenience, their lives demand it.
Scotch Hipster is an absolute treat in a 180 ml package. The new format ‘Labrodog Scotch’ series is reminiscent of a hip flask – small, pocket-friendly both literally and figuratively and super stylish. The light-weight, fuss free Hipster makes hangouts fun!
The Labrodog Scotch, brand owned by Dr. Mohan Krishna led Cheers Group, a luxury spirits conglomerate valued at Rs1,200 crore and produced in Scotland, is expanding its portfolio amid significant growth, high-quality accolades, and plans to triple revenue.
The Indian market for Scotch whisky is set for a massive boost following an India-UK Free Trade Agreement (FTA) that slashes import duties from 150% to 75% now, with further cuts to 40% over ten years. This reduction is expected to drop retail prices for premium bottles and drive significant growth in imports, making India a premier global market.
“Scotch is no longer just a slow, solitary, or post-dinner drink; it is increasingly enjoyed in casual, high-energy settings” says Ashwin Balivada CEO of Cheers group and alumnus of Cambridge University Business Management graduate school.
Scotch whisky is transforming from a traditional “neat-only” spirit into a versatile cocktail staple, driven by younger drinkers, premiumization, and innovative mixology. Modern trends embrace savory ingredients, lighter highballs, and complex flavor profiles, making Scotch a dynamic choice for creative cocktails rather than just leisurely sipping.
“No Rules Approach: The modern consensus is to drink Scotch however you prefer, whether neat, with water, or on the rocks and more interestingly as Coctails” says Dr Mohan Krishna Balivada founder of Cheers group and World’s first alco-bev marketing Doctorate.
Labrodog Scotch, is being repositioned as a premium, versatile, and modern brand aimed at 25–35-year-old consumers, emphasizing its bold, smoky, and coastal profile, targeting a younger demographic through innovative, modern consumption styles, moving away from strict, formal etiquette.