Edstead has launched Toast to Tomorrow, a docuseries that looks at whisky, bourbon and the hospitality culture around them.

The series will premiere on JioHotstar on 10 October.

The series travels to Goa, Scotland and Kentucky to explore the making of Paul John Indian Single Malt and Buffalo Trace bourbon, including the role of climate, ingredients, maturation and Indian food and cocktail culture.

For the brands, the format moves beyond product placement to give consumers context around how the spirits are made and how they fit into drinking and hospitality culture, helping build brand associations around craft, provenance and experiences rather than just the product itself.

Shekhar Bhattacharjee, founder, Edstead, said, “Stories around the spirits industry have often been reduced to the product itself or to conversations around consumption and regulation. We saw an opportunity to tell a more nuanced story, one that looks at the craft, people, culture and communities that exist around the category. With Toast to Tomorrow, the brand becomes an enabler of the story rather than its centre, allowing us to create something that is engaging, culturally relevant and ultimately a nod to the experiences that bring people together."

Diego Bianchi, VP – global marketing, Sazerac, added, "Bourbon has always been about place, patience and craft, values that carry Buffalo Trace's legacy from Kentucky to every new market we enter. What draws us to Toast to Tomorrow is how it traces that same journey into India, exploring how bourbon meets the country's diverse spices, flavours and food traditions to create new cocktails and experiences for consumers. Bridging American heritage with India's evolving palate is exactly the kind of storytelling and local relevance that moves the conversation beyond the product itself. We're glad to be part of a series that captures where the Indian spirits and cocktail culture are headed."

Paul P John, chairman, John Distilleries (A subsidiary of Sazerac Inc., USA), said, “At Paul John Whisky, we believe that Indian single malts have a distinctive story to share. ‘Toast to Tomorrow’ brings our story to audiences, celebrating the craft and culture that places Indian malts in a niche of their own on the global stage."