Suntory Global Spirits’ Teacher’s Whisky, a favourite among India’s Scotch loyalists, has unveiled a new identity that honours its 195-year legacy while embracing the spirit of a new generation.

At the centre is the bold new “WT” monogram - paying tribute to its founder William Teacher and marking a modern chapter rooted in heritage.

The repositioning signals a larger shift in how the brand is engaging with India’s dynamic whisky audience - particularly with 25 million new Legal Drinking-Age (LDA) consumers entering the category every year.  

From on-ground experiences to redefined retail presence and revamped packaging, Teacher’s is doubling down on occasion-led relevance and emotional resonance - all under a renewed commitment to responsible indulgence and long-term trust.

Manifest caught up with Rishi Walli, senior director – marketing, Suntory Global Spirits, as he shared the thinking behind the transformation, the nuances of premiumisation in India, and how Teacher’s is evolving with purpose. 

Edited excerpts: 

How does the refreshed identity of Teacher’s align with Suntory Global Spirits’ vision for the Indian market, especially amid a growing appetite for premiumisation?

India continues to be a key and rapidly growing market for Suntory Global Spirits, with premiumisation gaining momentum faster here than in many other regions. Today’s consumers are more open to experimenting with premium brands and willing to pay for products that offer unique or global-first experiences.

This shift is reshaping how consumption happens - especially in our category and presented the right moment to refresh Teacher’s. The brand already enjoys a strong presence in India, and it was important for it to evolve in line with changing aspirations.

With a premium portfolio that includes Hibiki, Maker’s Mark, and Jim Beam, we saw a clear opportunity to elevate Teacher’s—a brand with over 195 years of heritage. The aim was to preserve its high-quality liquid while reimagining how it shows up for today’s consumers, in the right context and occasions.

How does the new look strike a balance between legacy and modernity to connect with today’s consumers?

Modernising a legacy brand like Teacher’s is a delicate balance. As one of the first whiskies bottled in India, it remains a favourite among loyal Scotch drinkers. But with nearly 25 million new LDA consumers entering the market every year, the scope for experimentation is growing rapidly.

That’s why we must preserve the brand’s DNA which is rooted in the conviction of its founder William Teacher, who defied industry norms to create a high-malt whisky that people came to love. His pioneering spirit continues to guide us.

As long as we stay true to that belief and character, any evolution in look or feel can be done meaningfully. The brand needs to stay relevant to both long-time loyalists and new consumers without losing what makes it special.

How important was design and visual communication during this rebranding stage? 

Absolutely. Our first step was to honour our founder, William Teacher, by embedding his initials “WT” into the new label and packaging. This wasn’t just a design tweak; it was a tribute to his legacy, now brought to life across all touchpoints.

We also recognised that the definition of premium has evolved. While Teacher’s has always been premium, today’s consumers want something more energetic and expressive. India’s vibrancy inspired a new visual identity built on three pillars: a bold colour palette, a sleek taller bottle, and the WT monogram - bringing contemporary appeal while retaining our heritage.

This goes beyond packaging - it marks a new avatar for the brand.

Last year, we also launched the ‘To The Brim’ campaign, inspired by the same conviction and spirit Teacher’s has always stood for. 

Much like our legacy Teacher’s Achievement Awards, this transformation reflects our core philosophy—now expressed in a more modern, dynamic way.

What does the current marketing mix for Teacher’s in India look like – in terms of ATL, digital, and on-ground activations – and has that shifted with the new identity rollout?

In our category, word of mouth is the strongest driver of consumption. A recommendation from someone close be it a friend or family member matters more than any ad.

That’s why every media touchpoint, whether ATL, BTL or on-ground, is designed to spark authentic, trustworthy, and shareable advocacy.

We focus heavily on experiences that place the brand on the right occasions - where emotional and functional connections happen. Whether it’s events or partnerships, our goal remains the same: build trust, relevance, and organic word of mouth. 

Experiences are a powerful way to drive word of mouth, especially in this category and that’s something we place a lot of focus on, particularly with this brand.

Speaking of occasions and experiences, how do they enable the brand to build deeper, more meaningful connections with consumers?

Teacher’s have long believed in the power of experiences to build meaningful brand connections. The Teacher’s Achievement Awards, which ran for nearly two decades, celebrated excellence and helped the brand stand for conviction and accomplishment.

We also introduced Teacher’s Table, a more intimate format that encouraged bonding and conversation—making the brand personally relevant.

Now, we're set to return to experiential in a big way with a new platform rooted in our To The Brim positioning—celebrating people and communities who give their all. It’s still evolving, but the intent is to bring the brand’s values to life beyond the bottle.

We’ve done this effectively across brands like 'One Night in Tokyo' for Toki or immersive distillery walkthroughs for Dewar’s. These moments don’t just showcase the product; they build emotional and cultural resonance.

For Teacher’s, it’s about reintroducing its spirit to a new generation - not just through stories, but shared, lived experiences.

With marketing restrictions on alcohol brands in India, how do Teacher’s navigate surrogate advertising while ensuring authentic consumer engagement?

To be honest, we don’t use the term surrogate advertising - it feels misleading. What we do are legitimate brand extensions that meaningfully communicate our philosophy.

As a company, we have zero tolerance for non-compliance. Everything we do strictly follows local laws and excise regulations - with full transparency.

It’s not about avoiding restrictions. The rules exist for a reason, and we respect that. We’re here to build long-term trust, not chase short-term wins. Hence abiding by the local law is the way to do that. 

Are influencer-led storytelling, branded experiences, or content partnerships part of your marketing strategy? Does that help connect with a younger cohort? 

Well, yes. For us, the most powerful influencers are people you trust—friends, family, colleagues. So we focus on creating experiences that let them influence each other organically. That kind of peer-to-peer influence holds far more weight than a message from someone you simply follow online.

Especially with Gen Z, our approach isn’t about chasing a demographic—it’s about being present in meaningful moments. Whether it’s a casual hangout or a milestone celebration, we want Teacher’s to enhance that experience.

So our strategy is built around occasion-led relevance, not age-driven targeting. And when we talk about influencers, we mean those within your circle—the ones whose opinions shape your choices. That’s the core of our thinking.

What consumer insights have emerged from past campaign metrics, and what challenges have you faced or foresee when it comes to scaling an alcohol brand in India?

Indian consumers are increasingly gravitating toward premium brands - driven by rising incomes, greater exposure, and a growing appetite for experimentation. As a repertoire market, India allows brands to play distinct roles across different occasions, creating more entry points for meaningful engagement.

Premiumisation, we are seeing, is no longer confined to metros. Aspirational bars and lounges are fast emerging in tier 2 and 3 cities, while walk-in liquor stores in hubs like Bengaluru, Hyderabad, and Gurugram are offering duty-free-style retail experiences. 

This shift is not only redefining how consumers engage with premium alcohol but is also encouraging more informed, responsible drinking.

Today’s consumers are more informed, mindful, and open to discovery. Despite regulatory complexities, India remains a high-potential market and our focus is on staying relevant in these evolving, occasion-led moments of consumption.

Lastly, how does Teacher’s plan to build emotional resonance with younger drinkers, especially Gen Z, some of whom are gravitating towards mindful or lower alcohol consumption?

For us, studying and tracking consumer behaviour is a continuous process. We're always listening - especially through social media - to understand what consumers want and when the right time is to introduce new offerings. Innovation is ongoing, and timing is everything.

While there’s a lot of talk around emerging drinking patterns among Gen Z, we’re also seeing growth from older consumers—people in their 40s and 50s—who are moving up in life and now have the means to explore premium brands. So, recruitment is happening across all age groups.

That’s why our focus isn't just on targeting a specific demographic but on owning the right occasions. If a brand fits into meaningful moments—like celebrations—it doesn’t matter whether it’s a younger or older consumer. What matters is being relevant at that moment.

We’re closely tracking all these shifts. Some consumers drink less often but with more depth, while others drink more frequently but in smaller quantities. Net-net, we don’t see a slowdown. If there's an opportunity to innovate, we’re ready for it.

And speaking specifically about Teacher’s - it’s a truly iconic brand that has been loved across generations. With this refresh, we're not just reintroducing it to loyal consumers but also inviting new Scotch drinkers to experience it. It continues to be a well-loved, high-quality blend.

The new identity and positioning will soon come alive across retail and consumer touchpoints. We believe this will inject new energy into the category. Teacher’s is one of the top brands in its segment and with that comes the responsibility to help drive the category forward. We’re confident this new chapter will do just that.