editor
Allied Blenders and Distillers (ABD), the largest Indian spirits company, launched three premium whiskies in the last few months. X&O Barrel Premium Whisky, Srishti Premium Whisky, Sterling Reserve B7 Whisky Cola Mix are three launches that have met with a positive response in Haryana and are being embraced with enthusiasm among young adults in the market.
X&O Barrel Whisky is a premium blend of the best Scotch malts matured in American bourbon barrels and the finest Indian grain spirits. The name ‘X&O’ comes from the millennial short code of X (kisses) and O (hugs) which comprises elements like intimacy, warmth, passion, and friendship. This whisky embodies the spirit of a close bond and deep connections.
Srishti Premium Whisky is a disruptive innovation in the category. It is a blend of rare Scotch Malts paired with select Indian grain spirits and its unique expression is rounded off with Curcumin. Interestingly, the infusion of Curcumin has been achieved without any sensorial change of the whisky; that is in taste, aroma, or colour. The name Srishti, with the infusion of a natural ingredient brings an interesting consumer engagement.
The festive season has also seen the launch of a first-of-its-kind, Sterling Reserve B7 Whisky Cola Mix. The award-winning Sterling Reserve B7 blend has been infused with Cola to add a flavour to fun drinking occasions. The whisky cola mix retains the colour of whisky in the bottle, in a glass with water, soda, or when consumed as a shot.
All three brands X&O Barrel Whisky, Srishti Premium Whisky and Sterling Reserve B7 Whisky Cola are aimed at consumers who enjoy great product experiences and are gaining popularity in the segment.
Talking about the launches, Bikram Basu, Vice President – Marketing, Strategy and Business Development, ABD, said “The launch of these new products is in line with ABD’s journey to premiumise and offer top quality products and contemporary brands to consumers. Srishti is unique. From its infusion with curcumin, naming of the product, to its launch in the Metaverse before its market launch. Sterling Reserve B7 Whisky Cola is aimed at young adults who prefer whisky with a flavour, and cola is a global winner. With X&O Barrel Premium whisky, we’ve got a blend to enjoy, share and advocate. The communication mirrors the premium black and white of the packaging, with highlights of gold. It is intimate and sensual.”
The three new whiskies are available in 750ml, 375ml, and 180ml pack sizes in Haryana.
20 non-owned manufacturing units.
