India’s liquor giant, Allied Blenders & Distillers (ABD), is making a power move into the premium spirits segment with its latest venture—ABD Maestro. This new entity will redefine India’s high-end liquor market, and Bollywood superstar Ranveer Singh is leading the way!
Big Investment, Bigger Vision
ABD has pledged a whopping ₹70 crore to acquire an 80% stake in ABD Maestro, while Ranveer Singh, through his company Oh Five Oh Talent, holds the remaining 20% stake. Beyond just an investor, Singh will also serve as the creative partner, infusing his signature energy and flair into the brand.
Meet the Mastermind Behind ABD Maestro
At the helm of ABD Maestro is Bikram Basu, formerly ABD’s Chief Operating Officer, who will now lead the premium venture as Managing Director. With a focus on launching exclusive brands, collaborating with Indian startups, and forging partnerships with international labels, ABD Maestro is set to shake up the industry.
Why Premiumization is the Future
The Indian spirits market is undergoing a rapid shift, with consumers increasingly opting for premium and luxury liquors. With 300 million legal-age drinkers, and a growing middle class eager for high-end brands, the demand for quality spirits is booming.
As Basu puts it, “Luxury and premium portfolios require a different skill set, culture, and go-to-market strategy.” ABD Maestro is here to deliver just that.
Ranveer Singh: The Perfect Partner
Known for his charismatic persona and business acumen, Ranveer Singh is more than just the face of ABD Maestro. He is an active partner shaping the brand’s creative direction.
“The spirits industry is ripe for disruption, and that’s exactly what we’re here to do,” says Singh. Expect bold marketing, innovative packaging, and a fresh approach to branding that mirrors Singh’s dynamic personality.
What’s on the Menu?
ABD Maestro is launching a range of premium and luxury spirits, including:
- Arthaus Scotch
- Zoya and Pumori Gin
- Woodburns Whisky
- Segredo Aldeia Café and White Rums
Additionally, the venture will be the exclusive distributor of Russian Standard Vodka in India, further cementing its presence in the high-end market.
Interesting Read
ABD’s Rising Premium Portfolio
ABD, India’s third-largest homegrown liquor brand, sold nearly 40 million cases last year, with its flagship Officer’s Choice leading the charts. However, the premium segment is catching up fast, now accounting for one-third of the company’s total sales.
With ABD Maestro, the company is poised to dominate the premium and luxury space, offering consumers a sophisticated drinking experience.
The Future of Luxury Spirits in India
This bold move signifies ABD’s commitment to evolving with market trends and meeting the aspirations of modern consumers. With cutting-edge marketing, high-quality offerings, and Ranveer Singh’s creative touch, ABD Maestro is set to become a game-changer in India’s premium liquor segment.
