Under the leadership of Mr. Abhishek Vohra, General Manager, Marketing at Inbrew Beverages, the iconic Green Label whisky makes a remarkable comeback after three decades. Fondly remembered as the ‘Diamond Wali Bottle’ of the ’90s, Green Label’s revival is more than a relaunch; it’s a celebration of trust, nostalgia, and craftsmanship. Guided by the philosophy of Rich Integrity, Inbrew has reimagined this classic as Green Label Barrel Special, a smooth, 100% grain whisky, blended with imported Scotch and matured in oak barrels, designed for today’s discerning whisky lovers.

Green Label has a 30-year legacy. What sparked the decision at Inbrew to revive this brand now, and how did you assess its dormant value in today’s marketplace?

After acquiring Green Label, we spent significant time listening to what consumers had to say. What we uncovered was genuinely inspiring. Despite its time away, the brand retained a deep, almost cult-like following from the ’90s; everyone affectionately knew it as the ‘Diamond Wali Bottle.’ This surge of inherited trust and nostalgia proved the brand’s heart was still beating strongly. It was this emotional capital that fuelled our decision to relaunch it with a smooth, modern liquid designed to compete right at the top of the prestige whisky segment

In a category saturated with new launches and gimmicks, what made Green Label stand out as a candidate for revival rather than building a brand from scratch?

We know the prestige whisky segment in India is highly competitive, but the market is clearly hungry for brands with a compelling story. Our research uncovered that Green Label wasn’t just a brand in the ’90s (it was a true rival to McDowell’s at its peak). Green Label stood for that evergreen human value of “ Rich Integrity”.  Rather than treating it like a new launch, we saw an opportunity to honour that legacy and reinterpret for the modern era. That’s how Green Label Barrel Special was born: a sophisticated, 100% grain whisky, expertly blended with imported Scotch and matured in oak barrels. It’s a classic spirit, but with a refined, modern soul.

You’ve positioned Green Label’s comeback around the idea of “Rich Integrity.” How do you define that concept, and how has it guided your decisions across product, design, and marketing?

For us, Rich Integrity isn’t just a business term; it’s a rich human truth. It’s about staying true to who you are, refusing to cut corners, and standing fiercely by your craft. When we began dreaming up the new Green Label, our goal wasn’t to tear down the legacy; it was to deepen its soul and strengthen its integrity. The result is its spiritual successor, Green Label Barrel Special Whisky. This commitment is bottled in an all-new blend: 100% pure grain, masterfully blended with imported Scotch, and aged in oak barrels for a truly refined taste.

And that promise goes far beyond the bottle. Whether you see us working with influencers or hosting events on the ground, every single element is authentic, consistent, and proudly honours the brand’s Indian DNA

Could you walk us through the key design elements, the diamond-cut bottle, golden rails, Green and Gold insignia, and how they relate to both nostalgia and aspiration?

The affectionate nickname, the ‘Diamond Wali Bottle,’ is our cherished inheritance, gifted to us by the loyal patrons of the ’90s. When redesigning the packaging, our passion was to evoke that nostalgia respectfully. We brought back that familiar feeling by weaving a string of diamond cuts into the glass and carefully placing the original insignia (the fierce lion, nimble horse, and the crimson and gold shield) on every bottle. To make the brand aspirational for today’s drinkers, we layered in new, premium touches: the distinct golden rails, the elevated green and gold tones, and a sophisticated mosaic pattern.

This journey led us to relaunch an icon in its new and improved form: Green Label Barrel Special, paving the way for a truly unforgettable whisky

How did you balance references to the brand’s heritage with modern sensibilities in bottle shape, labelling, and typography to ensure Green Label feels contemporary but rooted?

It’s amazing to think that since 1994, our whisky has held a place in people’s hearts and been affectionately known as the ‘Diamond Wali Bottle.’ That nickname is a gift from our loyal patrons! As our way of paying homage to that incredibly rich legacy, we’ve made sure those iconic diamond cuts are revived and featured on every single bottle across all our SKUs (excluding the Hipster PET pack). Beyond nostalgia, our new packaging is truly designed to be elegant and aspirational for today’s market. We are the 1st ones to introduce the pock-it packs in 180ml in the prestige segment and 1st time in industry to launch 90ml in Hipster. We’ve elevated the look with premium touches like the signature golden rails, our bold green and gold colour scheme, and a classic mosaic background, ensuring the brand feels sophisticated, authentic, and instantly recognizable in every market. 

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You’ve emphasised “uncompromising quality standards”, purity seals, premium closures, 100 percent grain base, Scotch blends. What challenges did you face in upgrading or reengineering processes to meet these standards?

We knew reviving Green Label meant no compromises. Our biggest challenge was honouring the past while building for the future:

1. Pure Gold Liquid: Going 100% grain was a massive internal challenge. We overhauled our distilleries, investing in sophisticated filtration to guarantee a consistently smooth spirit.
2. Perfect Gold Blend: Marrying our grain with imported Scotch required securing long-term contracts and implementing a “Blending Master Approval” stage for every batch, ensuring perfect taste harmony.
3. Honest Look: To match the beloved ‘Diamond Wali Bottle’ reputation, we upgraded our packaging lines to handle the intricate diamond cuts and premium seals and introduced a new SKU in the segment (180ml & 90ml Pockit Pack)
4. Team Commitment: Most importantly, we shifted our entire team’s mindset from volume to “Rich Integrity,” making every employee a quality gatekeeper. This was a total commitment to excellence.

How do you plan to communicate quality and trust in a market where consumer scepticism about claims is rising? How do you back your promise of integrity?

Our philosophy at Inbrew is refreshingly simple: We obsess over the product. That singular focus is what drives every decision we make in the business. With Green Label Barrel Special, our mission was clear: craft a refined liquid and design thoughtful packaging that could immediately challenge the top of the prestige segment, competing confidently against segment brands. The result of that dedication is measurable proof: a huge portion of Green Label Barrel Special’s consumers are repeat buyers. To us, that loyalty is the ultimate reward, proving that the care we poured into the revamp truly makes a difference

Where do you see Green Label’s place in India’s premium whisky landscape? Which consumer segments are you targeting, and how do you expect them to receive the relaunch?

The premium whisky scene in India is exploding, driven by younger consumers hungry for accessible luxury, something that feels aspirational but is still totally approachable. And guess what? Green Label Barrel Special is sitting right in that sweet spot! We’re connecting with ambitious, value-conscious consumers everywhere, from major hubs to Tier 2 and Tier 3 cities. They live active social lives and have a genuine appreciation for quality spirits. That’s exactly where Green Label’s incredible legacy and superior craftsmanship truly resonate, giving them the finer experience they deserve.

Given that Inbrew aims to revive legacy brands, what’s your long-term playbook for portfolio building? Will you replicate the Green Label model for others, or will each revival be unique?

Our approach is not about reviving every legacy brand; it is about identifying the ones that still speak to consumers today. We study the market carefully and select brands with genuine emotional equity and the potential to remain relevant for the next 10 to 15 years.

This approach has worked well across our portfolio, from Romanov and Old Cask Rum to White Mischief and Blue Riband Gin. Each brand revival has its own story, its own context, and its own evolution. Where we see gaps, we are equally open to creating new brands, particularly in segments like semi-premium whisky.

In the Indian AlcoBev industry, how do you see the balance between marketing spectacle, novelty, celebrity tie-ins, and substance, craftsmanship, story, and credibility? Where does Green Label sit on that spectrum?

Green Label is a brand built on substance and honest storytelling. Everything we do is driven by our core philosophy of Rich Integrity. This means we bypass large-scale marketing spectacles and expensive, temporary celebrity tie-ins. Why? Because we focus our energy on meaningful engagement that truly reflects our values. Our influencer partnerships and on-ground activations are carefully chosen to ensure they are authentic and relatable to you. Our ambition is simple: we want to build something that lasts, not just something that makes noise

What do you consider your biggest competitive challenges in revitalising a legacy brand, and how is Inbrew preparing to counter them?

The biggest challenge lies in surpassing pre-existing perceptions, the nostalgic image that lives in people’s minds. You cannot just rely on heritage; you have to embed the brand’s core message in the consumers’ minds and hearts. Revitalising a legacy brand means striking the perfect balance between preserving its legacy and exceeding the expectations of today’s consumer.

That is the line we have walked with Green Label Barrel Special, retaining the legacy while reimagining it for a new generation.

With Green Label Barrel Special, Inbrew Beverages has redefined what it means to honour heritage while embracing modern sophistication. This revival, as Mr. Abhishek Vohra highlights, is rooted in Rich Integrity, a value that flows through every drop of the liquid and every detail of its design. As India’s premium whisky segment continues to evolve, Green Label stands poised to reclaim its legacy, timeless in spirit, contemporary in character, and proudly Indian at heart.