Monarch Legacy Edition

The Emperor of Brandies

From the roots of India’s first private sugar mill in the pre-independence era, emerges a story not just of Indian brandy, but of one of India’s largest liquor manufacturers - a tale woven with heritage, craft, and the drive for a spirited revolution. Born amid India’s Freedom Movement, Tilaknagar Industries Ltd. (TI) (originally Maharashtra Sugar Mills, or MSM) laid the foundation for an Indian legacy in spirit production.

Founded in 1933 by Mahadeo Laxman Dahanukar and inspired by the vision of patriot and advocate of Independent India, Lokmanya Tilak, the company was set up in Shrirampur (near Nashik). Soon, the mill expanded to produce industrial alcohol from molasses, a by-product of sugarcane, and in 1968, MSM ventured into potable spirits by distilling local alcohols—a turning point for the company. Rebranded as Tilaknagar Industries Ltd. (TI), the company entered the Indian Made Foreign Liquor (IMFL) category and paved the way for the Indian brandy industry as we know it today.

For over 90 years, the Dahanukar family has stewarded TI from its humble beginnings into a global spirits powerhouse. In 1983, TIL introduced iconic brands such as Mansion House Brandy and Courrier Napoleon Brandy (1995), both achieving global recognition. Mansion House Brandy has become the world's second largest-selling and India’s largest-selling brandy. The company was also the first in the country to introduce flavoured brandy, making them a pivotal player in the industry. Building on their success in perfecting the art of brandy-making for over four decades and a legacy that goes back 90 years, the company has finally launched Monarch, the "Emperor of Brandies", in November 2024, as TI’s first super-luxury offering.

Monarch – The Emperor of Brandies

Monarch is a luxury brandy and the only 100% pure grape brandy crafted from an exquisite blend of the finest French and Indian grape spirits. It uniquely brings together French grape spirits aged for up to 8 years with authentic Indian grape spirits from Maharashtra's Sahyadri region, skillfully combining the nuanced flavours of each origin.

From the sowing of the seed to the maturation of the spirit, every step of the production of this brandy is a tribute to Indian and French viticulture. The production process incorporates traditional French techniques, such as the use of coal-fired copper pot stills, synonymous with the finest cognacs. Matured in carefully selected French oak ex-wine casks, these impart notes of vanilla, spice, and wood, while the residual wine character adds a delightful fruity complexity. The warm climate of Maharashtra results in a more intense and richer extraction of the cask’s flavors, making this brandy exceptionally valuable.

The expert Master Blender skillfully combines Indian and French grape spirits, achieving a delicate balance that highlights the unique characteristics of each. Using Ugni Blanc, a grape variety renowned for its use in wines, cognacs, and brandies, the blend is highly complex. The distinct flavours and aromas from both regions complement each other, creating a truly unique taste experience and a harmonious confluence of the finest Indian and French viticulture.

Every detail of Monarch exudes regality, from its name inspired by royalty to its bottle, which captures the elegance of royal chalices from a bygone era. Departing from modern minimalism, the design embraces a regal aesthetic that truly reflects its name. The symmetry of the ridges in the bottle catches and refracts light, complementing the rich amber hues of the liquid inside. The golden metallic label, shaped like a shield, is one of the few made from metal in India’s spirits industry. To complete the look of the packaging, the bottle is encased in an intricate box depicting ancient emperors, offering a refined and regal experience that reflects the grandeur of the liquid.

Case Study

We began working with 30BestBarsIndia when the platform was in its third year, though it lacked widespread recognition. Our primary goal was to ensure that every story and conversation about the top bars featured their 30BestBarsIndia ranking. Over the past three years, the platform has grown to a celebration of the rising standards of Indian bars and beverages – both nationally and internationally.

Approach

Our strategy focused on positioning 30BestBarsIndia as the most prestigious bar ranking platform while building recognition and advocacy for Vikram Achanta as a leading expert in the bar and beverage industry. This was achieved through a communications plan that hinged on the following:

Industry Insights and Thought Leadership:

Hosted annual knowledge-sharing sessions covering key trends in India's bar landscape—sustainability, bar takeovers, ice programs, glassware innovations, and more.

Supplemented these with insight notes and expert quotes, positioning Vikram Achanta as an authoritative voice in the industry.

Experiential and On-Ground Engagement:

Organized bar crawls in key cities, engaging journalists and alco-bev advocates beyond conversations—immersing them in India’s best bar experiences.

Hosted media at the finale weekend, featuring an exclusive bar crawl in the host city, culminating in the awards night.

Regional Amplification:

Highlighted city-wise rankings and trends through tailored media outreach, ensuring local relevance and engagement.

Awards-Specific Amplification:

Created focused communication around the lists (Top 100, Top 50, and Top 30) as well as new categories, driving visibility across trade and lifestyle media.

Tilaknagar Industries Ltd. – A Journey from Legacy to Luxury

In 1983, TIL introduced iconic brands such as Mansion House Brandy and Courrier Napoleon Brandy (1995), both achieving global recognition. Mansion House Brandy has become the world's second largest-selling and India’s largest-selling brandy. The company was also the first in the country to introduce flavoured brandy, making them a pivotal player in the industry.

As Tilaknagar Industries Ltd. continues to evolve, it remains dedicated to showcasing the sophistication of Indian spirits to global audiences. With Monarch, the company not only redefines Indian brandy but also positions itself as a leader in the luxury spirits segment, resonating with modern consumers who appreciate the story and craftsmanship behind their drink.

Monarch Product Details

Tasting notes

Aroma: Rich grape and fruit aromas, hints of apple, nutmeg, and subtle tobacco.

Taste: Gentle sweetness transitioning into creamy oak and indulgent dried fruits.

Finish: Lingering notes of cinnamon, peach, and clove, reminiscent of Cognac.