Allied Blenders and Distillers (ABDL), a spirits company, announced a new business venture to offer a portfolio of premium brands with Bollywood actor Ranveer Singh today.
The new venture to focus on the exciting world of luxury spirits, while retaining the existing core brands in ABDL itself. In doing so, ABDL separates its mass-market products from its luxury offerings, elevating the value of each.
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. This strategic move comes as Indian consumers increasingly trend towards premium alcoholic beverages.
“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.
“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.
