The Honest Man: A New Whisky Brand Makes Its Mark in Ghana
A new whisky brand, known as The Honest Man, has officially launched in Accra with a bold promise to provide consumers with an affordable yet premium drinking experience. The launch event took place at ESP Heights in Labone last Friday and attracted a diverse group of attendees, including trade partners, bartenders, whisky enthusiasts, and business leaders from across the city.
At the heart of the event was a clear message: The Honest Man is a whisky with character, crafted for men who know who they are. This brand, developed by Indian Foods and Beverages FZ-LLC, is being distributed in Ghana through its local subsidiary, PLB Global Foods and Beverages Ltd. This company is well-known for operating Liquor Junction stores across the region.
Sunny Punjabi, CEO of PLB Global Foods and Beverages Ltd, emphasized that the whisky represents a unique 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,” he said. “The Honest Man is more than a drink. It is about truth-telling and truth-seeking.”
According to Punjabi, the whisky is made using premium Indian malt and spirits, tailored to suit Ghanaian palates. The team traveled 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. He also highlighted that while it is a premium product, 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. This workshop focused not only on the product but also on values such as integrity, craft, and clarity—key elements of the brand’s identity.
Amit Mahajan, Chief Marketing Officer for Africa at OKI Trading LLC, described Ghana as a perfect market for The Honest Man. He noted that Ghana is Africa’s second-largest importer of Indian whisky and that 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,” he said.
Mahajan 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 flavor and smooth texture. We believe it is a perfect fit for the nation’s evolving taste,” he said.
The company plans to make The Honest Man widely available in supermarkets, bars, premium liquor stores, and through e-commerce. A campaign involving the country’s influencers is also 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 honor, 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.
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