Ardent Alcobev, the premium drinks brand backed by former England cricket captain Kevin Pietersen, is launching Dram Bell Whisky in India.

The launch will be rooted in bringing a strong cultural narrative to the brand and will be led by London-based agency Roll Dot Agency’s India Arm. The agency will lead brand strategy, creative execution, and digital marketing for Ardent Alcobev’s whisky, gin, vodka, and rum portfolio.

Under the new partnership, Roll Dot Agency will drive brand strategy, creative communication, and digital marketing for Ardent Alcobev’s expanding portfolio of premium spirits, including whisky, gin, vodka, and rum.

Working closely with the company’s founders and Kevin Pietersen himself, the agency will create a wide range of creative solutions focusing on consistent brand presence across all consumer touchpoints.

The group aims to bring the world’s finest ‘bottled-in-origin’ spirits to India, combining international quality with accessible pricing, and redefining standards in the country’s premium alcohol market.

Kevin Pietersen, Former England Cricket Captain & Marquee Investor at Ardent Alcobev, explained: "Having collaborated with the exceptional team at Roll Dot Agency across both Scotland and India, I’ve been truly impressed by their passion, commitment, and creative ingenuity. Their strategic approach to Dram Bell’s communication has not only captured the essence of the brand but is also delivering remarkable results. It’s been a pleasure working with them on this exciting journey."

Ardent Alcobev is an emerging player in India's premium alcobev market. The group unveiled Dram Bell, the luxury Blended Scotch Whisky, at a launch event held in Mumbai this month.

Bottled in Scotland, Dram Bell is available in two variants: the Premium variant and the Reserve variant. Each bottle represents the perfect blend of heritage and modern sophistication, offering a luxurious experience for whisky connoisseurs.