Neha Mehrotra
03-Jun-2025
Varun Gupta, Founder and CEO, 55North Whisky (Three Brothers Distillery), talks about the culture and the future of Indian whisky.
For Varun Gupta, whisky isn’t just a business…it’s a legacy in the making. As the founder and CEO of Three Brothers Distillery, he launched 55North with a vision far beyond blending spirits. Inspired by the global latitude that links whisky-loving cultures and driven by a deep desire to craft something uniquely Indian yet internationally appealing, 55North is his answer to the evolving palate of modern connoisseurs.
In this exclusive conversation with PEAKLIFE, he shares the story behind the brand, the evolving Indian whisky palate, and how he’s making whisky culture more experiential, immersive, and proudly homegrown.
1. How did you come up with the name 55 Degrees North? What was the inspiration behind it?
Our name itself evokes the spirit of exploration and discovery, inspired by the latitude connecting many whisky-drinking regions. From our elegant packaging that echoes the majestic landscapes of the north to immersive brand experiences that celebrate our masterful blending process, every touchpoint invites consumers to be part of our story. By weaving tradition with contemporary elegance, we ensure that the modern whisky enthusiast feels both a sense of belonging and pride with every sip of 55 NORTH.
2. How would you describe the tasting notes of the whisky to someone who’s never tried it?
Designed for the modern explorer, 55°NORTH is bold, dynamic, and full of depth, offering whisky connoisseurs a layered experience of sweet maltiness and warming oak spices, all culminating in a long and memorable finish.
3. What, according to you, is the culture of whisky in India and how does this influence your brand
Over the last few years, Indian consumers have demonstrated a growing preference for premium and craft whisky experiences. They are seeking authenticity, bold flavours, and unique stories. In fact, drinkers are now willing to pay a premium for Indian whiskies vs their foreign counterparts. At 55 NORTH, we’ve responded by offering a premium whisky that celebrates both global craftsmanship and the essence of India. Our carefully curated blend, developed in collaboration with a renowned Indian master blender, reflects the evolving palate of the modern Indian whisky drinker who values complexity, smoothness, and sophistication.
4. With whisky’s growing popularity, many consumers are drawn to it without fully understanding the craft behind it. How do you plan to address this and raise consumer awareness?
We plan to bridge this knowledge gap through immersive consumer experiences, educational masterclasses, and digital storytelling. We’ll showcase the artistry behind 55NORTH, from Scotch malt selection to blending, making whisky appreciation an engaging journey, not just a drink.
5. How are you positioning 55 Degrees North in the Indian premium spirits market?
We believe premiumisation is not just about price but about the overall experience. 55 NORTH offers a premium whisky experience that remains approachable to consumers aspiring to elevate their drinking journey. Through curated tasting events, retail partnerships, and storytelling-driven marketing, we will make sure that the aspiration of owning a premium bottle of 55 NORTH feels well within reach.
6. How have you seen Indian whisky received both in India and abroad?
Indian whisky has seen remarkable growth and acceptance, both domestically and globally. In India, it’s been the go-to spirit for decades, and now consumers are shifting towards premiumisation, valuing quality, craft, and innovation. That explains the rise of Indian single malt whiskies. Abroad, Indian whisky has garnered respect, with brands winning international awards and finding strong footholds in markets like the UK, the US, and Europe. It’s seen as bold, flavourful, and increasingly sophisticated—reflecting India’s unique terroir and distilling traditions. In short, Indian whisky is not just thriving; it’s reshaping perceptions worldwide.
7. What’s next for you? What regions or cities in India are your primary focus for expansion?
The launch of our Prestige Segment whisky (yet to be announced) is in July 2025. It’s designed to bridge aspiration and affordability with a bolder, smoother taste and premium packaging. As of now, 55North is available in Delhi and will be in Uttarakhand, starting in June. We are also considering Uttar Pradesh and Rajasthan this year. These markets offer a strong mix of aspiration, premiumisation trends, and volume potential.
