Oasis Group Pushes Premium Play as All Seasons Sir-E-Taj Whisky Wins Silver in London Spirits Competition

All Seasons Sir-E-Taj Whisky, a premium extension of Oasis Group’s flagship All Seasons brand, has won a silver medal at the 2025 London Spirits Competition with a score of 92 points.

Launched in 2024, Sir-E-Taj Reserve marks the group’s foray into the ultra-premium whisky segment. Priced at around Rs 600 for a 750-ml bottle in Delhi, the blend combines imported Scotch malts, select grains, and bourbon-cask aging. With the London recognition, the brand is looking to sharpen its positioning in a competitive domestic and international market.

The move comes as Oasis builds on the success of All Seasons Whisky, which has crossed 17.5 million cases since its rollout and is expected to surpass five million cases this year. The brand has established a strong presence in northern markets such as Delhi, Punjab, Haryana, Rajasthan, and Uttar Pradesh, and is exported to more than 20 countries. In Italy, it is distributed through supermarket chain Iper Tosano. Bollywood actor Sanjay Dutt has endorsed All Seasons since 2018, while brand visibility has also been strengthened through IPL team associations.

The Oasis group founded by the late Om Prakash Malhotra is currently led by chairman Deep Malhotra along with directors Gauravh Malhotra and Gautam Malhotra, has presence in Europe, North America, the UAE, Africa, and Southeast Asia, alongside introducing Indian single malts, luxury vodka, artisan vodka, and Caribbean rum.

With revenues ofRs 3,500 crore in FY24 and projections ofRs 5,000 crore in FY25, Oasis is among India’s largest spirit producers. The company is betting that brand extensions like Sir-E-Taj, combined with premium innovation, can reshape the perception of Indian whisky on the global stage.