Celebrating five decades in the liquor trade, the renowned company behind the sought-after liquor brand, Charlie, recently marked this significant milestone with a showcase of its premium Charlie spirits, including rum, vodka, and whiskey.
In an event that highlighted the company’s commitment to excellence, a new addition to the lineup, the premium Charlie Whiskey, was unveiled. Crafted from a meticulous blend of top-tier ingredients and presented in high-end packaging, this whiskey promises a superior yet accessible experience for connoisseurs. The unveiling was commemorated with a champagne-popping ceremony, filling a stunning five-layered champagne tower.
Managed by the third generation, Charlie Spirits, a brand under Highfield Distillery, presented a diverse range of fine products. Notable offerings include the Charlie XXX Gold Rum, ranked second in Delhi, and classic and citrus green apple variants of Charlie Vodka. King’s Gold, the company’s whiskey, stands as the highest-selling brand in Delhi and other states. Demonstrating a commitment to environmental responsibility, the company boasts over 2000 plantations, the use of recycled glass bottles, and a zero liquid waste system.
Arjun Singh, Chief Operating Officer, expressed the company’s dedication to creating memorable experiences with each crafted blend. He emphasized that “Love at first sip” is not just a phrase but an emotion stirred into every bottle of Charlie.
Poonya Singh, Marketing Executive, and Brand Ambassador, highlighted Charlie’s mission of “Luxury for ALL,” asserting that the brand is committed to ensuring everyone, regardless of background or taste preference, can enjoy the richness of their meticulously crafted spirits. She sees this as just the beginning of Charlie’s continued impact in the liquor industry.
Founded in 1973, the company ventured into the liquor business and, in 2015, established Highfield Distillers in Chandigarh to pursue the new generation’s vision. Rooted in the philosophy of distilling excellence, Highfield has expanded its horizons under the guidance of founders Mr. Bhupinder Singh and Sonia Singh.
Mrs. Sonia Singh shared the intriguing story behind the brand’s name, “Charlie.” She recalled a brainstorming session seven years ago when, during a short car ride, the name simply resonated: “Charlie – and Charlie it is.” This decision has since become a defining moment in the brand’s history, embodying the spirit of their journey.
The company at present is managed by Arjun Singh and Poonya Singh
Armed with an education from the University of Manchester, Arjun inherited entrepreneurial acumen from his family. He played a pivotal role in bringing about a shift in Highfield Distillers by introducing IMFL.
Poonya Singh, on the other hand, has devoted herself to the company. This commitment began during her student years at Warwick University. Upon her return, she played a pivotal role in reshaping the profile and composition of Charlie vodka. Single-handedly, she introduced comprehensive marketing strategies for all spirits, emphasizing vodka given its distinctive blend. Notably, Poonya took it upon herself to communicate the company’s products to consumers on various social media platforms, opting for direct engagement rather than appointing a brand ambassador.
The family, led by Mr Nanak Singh, has driven the company’s success. From humble beginnings with a daily wage of Rs. 1.25, Mr Nanak Singh’s journey to establishing one of the biggest dairy and food industry empires and venturing into the liquor industry in 1973 is truly inspiring. His hard work, selfless deeds, and unwavering faith in God have shaped the legacy that the family proudly continues.
