Tag Archives: ABD

Allied Blenders and Distillers partner with actor Ranveer Singh for Luxury Spirit

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Ranveer Singh, Bollywood Superstar, will be an equity partner with Allied Blenders and Distillers Limited (ABDL), in a new business venture to offer a portfolio of premium brands. ABDL announced their Board approving the formation on September 4, 2024.  

Kishore Chhabria, Owner and Non-Executive Chairman, ABD with Bollywood Actor Ranveer Singh

‘I am delighted to partner with Allied Blenders and Distillers Limited’s unique initiative. This venture is not just about creating and offering premium and luxury spirits, but equally about realizing the aspirations of the Indian consumer. We’re blending world-class products, sourcing and craftsmanship with the rich, vibrant flavours of India, creating experiences that speak to people” said Ranveer Singh, Business and Creative Partner. 

Apart from being a powerhouse of talent in the entertainment realm, Ranveer Singh has also emerged as a dynamic entrepreneur with his strategic business partnerships and investments. 

“At ABDL, we have believed in the power of innovation. This new venture, with the major impact personality like Ranveer Singh, represents our commitment to bring together simply the best. With him as our business partner and a creative mentor, we are confident that our luxury products will resonate with consumers,” said Alok Gupta, Managing Director, Allied Blenders and Distillers Limited.

The creation of this would mark a strategic move for ABDL, allowing the new venture to focus on the world of luxury spirits, while retaining the existing core brands in ABDL itself. This business venture with Ranveer Singh in partnership will ensure quicker decision-making, nimble adaptation to market trends, and specialized marketing expertise for the luxury segments. In doing so, ABDL separates its mass-market products from its luxury offerings, elevating the value of each, according to the company press release. The entity will launch its own brands, partner with promising Indian start-ups, work with major international brands, and use the strong ABDL sales and manufacturing networks with clear go-to-market strategies.

ABD launches Jolly Roger Rum in Uttar Pradesh and Rajasthan

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Allied Blenders and Distillers Limited, the largest Indian spirits company has extended its deluxe rum Jolly Roger to Uttar Pradesh and Rajasthan. Jolly Roger offers an exceptional rum with matured special spirits.

 The communication of Jolly Roger is reflective of the young audience who value the company of good friends with a great rum. Jolly Roger Rum is available in 750ml, 375ml. and 180ml. sizes.

Commenting on the launch Bikram Basu, Vice-President- Strategy, Marketing and Business Development, ABD said, “We are excited to extend the franchise of Jolly Roger to the markets of Uttar Pradesh and Rajasthan. Winter gets out the woollens, bonfires, barbeque and more of a great rum in Jolly Roger with friends.”  

ABD launches ‘ICONiQ White Whisky’ in Metaverse

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Allied Blenders and Distillers (ABD), the domestic alcobev company, has launched of its new whisky “ICONiQ White” on the metaverse, before the offering becomes available in the market.

The brand has been launched first in ABD MetaBar – the organisation’s presence in the metaverse. The brand will subsequently be launched in the physical world in markets nationally.

ABD India forayed into the metaverse with ABD MetaBar, an immersive virtual reality space providing consumers and enthusiasts with a differentiated experience of product discovery. Optimised for both mobile and desktop usage, the MetaBar taps into the growing interest in the Metaverse especially the youth and their willingness to experiment with novel digital activations.

Shekhar Ramamurthy, Executive Deputy Chairman, ABD, said, “A core belief at ABD is to ‘Think Differently’. The launch of ICONiQ White in ABD MetaBar, ahead of its physical launch, gives consumers an opportunity to immerse with the brand before they experience it in stores. We believe this is the shape of things to come and ABD would like to lead that change.”

Bikram Basu, Chief Strategy and Marketing Officer, ABD, said, “ICONiQ White is a contemporary whisky for blend, packaging, and positioning. It will appeal to the young adult and plays in an affordable premium segment which has the largest pool of consumers today. We are here with something very special and here to win.”

Sohini Pani, Founder and Managing Director – River, said, “Crafting the communication mix for ‘ICONiQ White’ was a delightful experience. It all started with the name. ‘ICONiQ’ is bold and trendy, while ‘White’ is a surprising twist in the world of whisky. The visual space and the idea pitch the brand as a playful companion for fun-loving younger audiences. The icing on the cake was the opportunity for us to build ground-up the ABD MetaBar a few months ago and work towards the launch of Iconiq White on the platform.”

ABD India wins ‘Distiller of the Year’ at Icons of Whisky India 2022

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Allied Blenders and Distillers (ABD), maker of iconic products like Officer’s Choice Whisky and Sterling Reserve, won the ‘Distiller of the Year’ high commendation at the Icons of Whisky India 2022.

Instituted by the London publication Whisky Magazine, Icons of Whisky celebrates the people, places and products that make exceptional contributions to the dynamic whisky ecosystem.

Speaking on the occasion, Shekhar Ramamurthy, Executive Deputy Chairman, ABD stated, “It is a great honour for ABD to be recognised by the industry. We have always kept the consumer central to our brands and have phenomenal success in Officer’s Choice, the 3rd largest whisky brand globally, and more recently, Sterling Reserve which is amongst the fastest growing worldwide.”