A new whisky brand known as The Honest Man has officially been launched in Accra with a bold promise to offer the country’s consumers an affordable but premium drinking experience.
The launch event, held at ESP Heights in Labone last Friday, drew trade partners, bartenders, whisky lovers, and business leaders from across the city.
At the heart of the launch was a simple message: The Honest Man is a whisky with character, made for men who know who they are.
The brand, which comes from the house of Indian Foods and Beverages FZ-LLC, is being distributed in Ghana by its local subsidiary, PLB Global Foods and Beverages Ltd- known widely for its Liquor Junction stores across the region.
Speaking at the event, Sunny Punjabi, CEO of PLB Global Foods and Beverages Ltd, said the whisky represents a blend of modern taste and traditional Indian craftsmanship. “Today, we bring you a whisky from an exciting part of the world- India- something many in this room may never have tasted before. The Honest Man is more than a drink. It is about truth-telling and truth-seeking,” he said.
According to Punjabi, the whisky was crafted from premium Indian malt and spirits, and is tailored to suit Ghanaian palates. He said the team went deep into India to select the best grains, which were malted using time-tested techniques to produce a smooth and spicy whisky with a warm finish.
“This is a premium whisky, but it is fairly priced. It looks and tastes like it costs more. The brand’s visual language and messaging- summed up in its tagline, “A Sip of Truth”- celebrate confidence without arrogance, presence without pretence,” he said.
Before the main event, the company hosted a closed-door session called “Make Honest Men” for bartenders and trade partners. The workshop focused not just on the product, but also on values such as integrity, craft, and clarity- all central to the brand’s identity.
Amit Mahajan, Chief Marketing Officer for Africa at OKI Trading LLC, described the country as a perfect market for The Honest Man. He noted that it is Africa’s second-largest importer of Indian whisky and said local drinkers have shown growing interest in premium, well-crafted options.
“Ghana’s whisky market is now valued at around US$30 million and growing at close to nine per cent a year. Ghanaians want quality. They want taste. And they do not want to overpay for it. That is exactly what this whisky delivers.” Mahajan said.
He added that the drink targets both experienced whisky lovers and younger professionals entering the corporate and government sectors.
“It is affordable, but premium. It has a full-bodied flavour and smooth texture. We believe it is a perfect fit for the nation’s evolving taste,” he said.
According to Mahajan, the company plans to make The Honest Man widely available in supermarkets, bars, premium liquor stores, and through e-commerce. He also revealed that a campaign involving the country’s influencers is in the works to build brand awareness.
Guests at the launch were treated to a carefully curated cocktail menu inspired by the theme of honesty.
Bhavesh Lalchandani, Vice Chairman of Indian Foods and Beverages, praised the country’s market’s growing sophistication and described the launch as part of a bigger plan to build lasting brand loyalty across West Africa.
“Ghana is not just a market. It is a partner in our journey,” he said.
The company’s expansion strategy includes strengthening Liquor Junction’s retail footprint and building deeper relationships with trade partners. Already, the group operates over 40 outlets across West and Central Africa, and has identified Ghana as a key hub for growth.
The night’s special guest of honour, media personality and entrepreneur Bola Ray, added a personal note. “This is not just a whisky. It is a bold declaration of quality, presence, and truth. And I love what it stands for, he said.
Kofi Wiafe, Business Development Manager for PLB Global, also took guests through the brand story and design journey. He encouraged guests to visit Liquor Junction outlets to explore not only The Honest Man but also the group’s broader range of wine and spirits.
The post The Honest Man whisky arrives with a promise of premium taste at a fair price appeared first on The Business & Financial Times.
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