Tag Archives: ABD

Industry Shake-Up: Amar Sinha Exits Radico Khaitan to Join ABD as New Managing Director

In one of the most talked-about leadership changes in India’s spirits sector this year, Amar Sinha, Chief Operating Officer of Radico Khaitan Limited has moved after nearly a decade at the helm of operations and joined Allied Blenders & Distillers (ABD) as their new Managing Director in a senior leadership role. Our sources confirmed the move and this also marks a significant talent shift at a time of heightened competition and strategic repositioning across the Indian alcoholic beverages market.

Sinha’s departureconcludes a tenure during which Radico navigated a major premiumisation drive, expanding its branded portfolio and market footprint. Radico’s market capitalisation in the past decade has increased from around ₹1,600 crore at the start of his tenure to nearly ₹40,000 crore, as it sharpened focus on high-growth segments of whisky, vodka, rum and brandy. Sinha states that his decision was ‘purely personal’.

Sinha’s move to ABD also signals the growing ambition of the Mumbai-headquartered listed spirits company – best known for its flagship Officer’s Choice whisky and growing global distribution network. This naturally is a strategic move with ABD actively seeking experienced leadership to bolster its premium portfolio and market execution at a time when competitive intensity in both domestic and international segments is rising.

Radico Khaitan, one of India’s oldest and largest manufacturers of Indian Made Foreign Liquor (IMFL) has also made its own changes at the top. They’ve promoted Kunal Madan as the CMO and Sudhir Upadhay as the Chief Sales Office. The company also recently launched Rampur Virasat Whisky and today boasts a diversified portfolio that includes brands such as 8 PM Whisky, Magic Moments Vodka, Morpheus Brandy and Rampur Indian Single Malt.

The transition underscores the dynamic talent flows in India’s alco-bev sector amid ongoing premiumisation, brand innovation and consolidation. For Radico, the challenge will be to sustain momentum with newly elevated internal leaders; for ABD, Sinha’s appointment brings fresh operational heft as it seeks to scale further.

ABD acquires Fullarton Brands

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Allied Blenders and Distillers Limited (ABD), India’s 3rd largest spirits company, completed the strategic acquisition of all the brands and other Intellectual Property Rights from Fullarton Distilleries Private Limited. This acquisition further augments ABD’s foothold in the super-premium spirits segment and highlights its ongoing commitment with leadership in innovation within the Indian craft spirits industry.

The acquisition includes the distinguished portfolio featuring brands such as Woodburns Contemporary Indian Whisky, Pumori Small Batch Gin, and Segredo Aldeia Rum. By bringing these award-winning craft spirits into its fold, ABD is strategically positioning itself to meet the evolving demands of India’s super-premium and luxury spirits consumers.

Woodburns currently operates in six states and union territories, with expansion plans underway for other major markets. Pumori and Segredo Aldeia have established a strong on-trade presence in key markets such as Maharashtra and Goa. The acquisition of these recognised brands, combined with ABD’s operational scale, create a synergistic opportunity for growth and market dominance within the super-premium spirits category.

Alok Gupta, Managing Director of ABD, said, “At ABD, our growth has always been strategic, and the acquisition of Woodburns Contemporary Indian Whisky, Pumori Small Batch Gin, and Segredo Aldeia Rum perfectly embodies this. We recognise that the luxury segment is where we have a right to win, where we can truly add value. Acquiring these brands is a natural next step in our premiumisation strategy. This isn’t just an acquisition; it demonstrates our deep understanding of where we can create the most value. This is the future of ABD, and we’re executing this vision with precision.”

Rajiv Thadani, Founder and Managing Director of Fullarton Distilleries Private Limited, said, “Building Fullarton Distilleries since 2013 has been a journey of passion, dedication, and a commitment to crafting world-class spirits. We’re proud to see these brands move forward with ABD, a company that has the scale, expertise, and vision to take them even further. With their leadership, we are confident that the legacy we’ve built will continue to grow and thrive in the years ahead.”

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.”