OUR STORY
A Legacy Crafted Through Time
Two visions united by a shared passion — building a journey rooted in craftsmanship, shaped by purpose, and refined with every detail.
Mehra Wines Pvt. Ltd. (MWPL) is driven by third-generation leadership that blends entrepreneurial vision, operational discipline, and brand-building expertise in the Indian alcoholic beverages sector. The company’s strategic direction and execution are led by brothers Tushar Mehra and Pranav Mehra, who together shape MWPL’s growth, partnerships, and market positioning.
Their leadership reflects a balance of commercial acumen and long-term brand stewardship, positioning MWPL as a professionally run, growth-oriented organization in a highly regulated and competitive industry.
Together, they represent a leadership partnership built on complementary strengths—with a shared focus on scalable growth, compliance-driven operations, and long-term value creation.
The mandate of the PR agency is to strategically position Mehra Wines Pvt. Ltd. (MWPL) as a credible, premium, and growth-driven player in the Indian alcohol and hospitality ecosystem, while creating sustained industry buzz around MWPL’s current and upcoming brand launches.
Core PR Goals
1. Corporate Positioning of MWPL
Establish MWPL as a professionally managed company with a diverse and differentiated spirits portfolio, reinforcing credibility among:
- Hospitality leaders (hotels, bars, restaurateurs)
- Trade and industry stakeholders
- Distributors, partners, and opinion leaders
2. Brand Launch Visibility & Buzz ( utmost importance)
Create strong, sustained awareness and conversation within the hospitality and alcohol sectors for MWPL’s portfolio of new and upcoming brands, including:
- Scot’s Choice – premium Scotch positioning
- Snob Vodka – modern, lifestyle-led vodka brand
- El Cristiano Tequila– the only additive-free tequila in the Indian market
- 100 Stories Double Dark Rum – a bold, premium dark rum offering
- Upcoming Irish Whisky– a forthcoming launch to be positioned as a significant new entrant in the premium whisky space
The objective is to ensure these launches and announcements are perceived as noteworthy industry moments, not routine product introductions.
3. Category Leadership & Differentiation
- Position El Cristiano Tequila as a category disruptor, educating the market on additive-free tequila, authenticity, and purity.
- Build early-stage anticipation and credibility for 100 Stories Double Dark Rum and the Irish Whisky, highlighting craftsmanship, storytelling, and premium cues relevant to the hospitality sector.
4. Leadership Visibility – The Mehra Brothers
Build visibility and credibility for Tushar Mehra and Pranav Mehra as:
- Knowledgeable voices in the alcohol and hospitality industry
- Entrepreneurs building a multi-category, premium spirits portfolio
- Leaders with insight into regulation, trends, and evolving consumer preferences
5. Media Strategy & Coverage
Secure high-quality, relevant coverage across:.
- Hospitality, F&B, lifestyle, and business media
- Trade publications and industry platforms
Focus on impact, relevance, and recall, not volume-driven coverage.
6. Commercial Alignment
PR efforts must actively support MWPL’s commercial objectives by:
- Driving interest within the hospitality ecosystem
- Strengthening brand pull with distributors and partners
- Reinforcing premium perception across all MWPL brands
Success Metrics
Success will be evaluated on:
- Quality and relevance of media coverage
- Strength of industry buzz and brand recall
- Positioning of MWPL as a serious multi-brand player
- Visibility and credibility built for the Mehra Brothers
MWPL Journey, Philosophy & Market Trajectory
- Founded in 2018, Mehra Wines Pvt. Ltd. (MWPL) entered the Indian alcohol market with a clear focus on quality-first imports. The company began its journey by partnering with The Cambridge Distillery, internationally renowned for producing the world’s most expensive gin, Watenshi, along with Truffle Gin and Thunder Toffee Vodka—establishing MWPL’s early reputation for curating exceptional, differentiated spirits.
- Over the years, MWPL has consistently expanded its portfolio, identifying and filling clear quality gaps in the Indian market across categories. With a strong initial foothold in Northern India and key metros such as Delhi and Mumbai, as well as premium tourist destinations like Goa, MWPL steadily built credibility within the hospitality and trade ecosystem.
- Building on this foundation, MWPL has evolved from an importer-led business to a brand-building company, launching its own labels with a strategic vision to serve a larger audience in the semi-premium segment. Parallelly, the company is developing its portfolio in the UK and Ireland, reinforcing its international outlook.
- MWPL’s philosophy remains consistent: to deliver high-quality, well-crafted products across categories at accessible price points, ensuring that quality—long associated with the MWPL name—is not limited to niche or ultra-premium offerings. This approach defines MWPL’s growth trajectory as a company focused on scale, consistency, and long-term value creation in the spirits market.
Success Metrics
Success will be evaluated on:
- Quality and relevance of media coverage
- Strength of industry buzz and brand recall
- Positioning of MWPL as a serious multi-brand player
- Visibility and credibility built for the Mehra Brothers
MWPL Journey, Philosophy & Market Trajectory
- Founded in 2018, Mehra Wines Pvt. Ltd. (MWPL) entered the Indian alcohol market with a clear focus on quality-first imports. The company began its journey by partnering with The Cambridge Distillery, internationally renowned for producing the world’s most expensive gin, Watenshi, along with Truffle Gin and Thunder Toffee Vodka—establishing MWPL’s early reputation for curating exceptional, differentiated spirits.
- Over the years, MWPL has consistently expanded its portfolio, identifying and filling clear quality gaps in the Indian market across categories. With a strong initial foothold in Northern India and key metros such as Delhi and Mumbai, as well as premium tourist destinations like Goa, MWPL steadily built credibility within the hospitality and trade ecosystem.
- Building on this foundation, MWPL has evolved from an importer-led business to a brand-building company, launching its own labels with a strategic vision to serve a larger audience in the semi-premium segment. Parallelly, the company is developing its portfolio in the UK and Ireland, reinforcing its international outlook.
- MWPL’s philosophy remains consistent: to deliver high-quality, well-crafted products across categories at accessible price points, ensuring that quality—long associated with the MWPL name—is not limited to niche or ultra-premium offerings. This approach defines MWPL’s growth trajectory as a company focused on scale, consistency, and long-term value creation in the spirits market.
