Allied Blenders & Distillers becomes the fastest to reach 1 Million cases with

Sterling Reserve Premium Whiskies

Sterling Reserve Premium Whiskies achieves the coveted mark in just 9 months; with some major markets still to launch.


08th Jan 2019 Mumbai: Allied Blenders and Distillers Pvt.Ltd (ABD), India’s third-largest and fastest-growing spirits company, announced that its Sterling Reserve range of premium whiskies has crossed the landmark figure of 1 million cases of sales this financial year, in just 9 months. This makes Sterling Reserve the first brand in premium spirits to achieve this figure in its very first year. The coveted mark has been achieved despite the brand footprint still to cover some major markets, and which are on the anvil.


Marking its entry into premium whiskies, the major growth drivers in the spirits industry for both value and volume, ABD’s launch of two variants with Sterling Reserve master brand is an industry first. Sterling Reserve Blend 10 and Sterling Reserve Blend 7, also go with their acronym B7 and B10. The blends, arrived at after intensive consumer research, have won with consumers. These trials quickly generated loyalists, thus fueling strong advocacy. The packaging is intrinsic in terms of with design and material, hence being several notches above current players, being widely appreciated and playing a vital role in brand trials, along with quick recall with customers. Sterling Reserve B10 is the only blend in the segment, which is chill-filtered to give a distinct character to the whisky, while the B7 blend is aged in charred oak casks and has seven unique tasting notes.


Commenting on this occasion, Deepak Roy, Executive Vice Chairman, Allied Blenders and Distillers said, “We are humbled by the overwhelming consumer response to Sterling Reserve in all its markets of launch. Achieving the 1 million cases mark is a watershed moment for the brand and our company. It establishes Sterling Reserve as a force to reckon with in the premium whisky and semi-premium whisky segments. The launch of Sterling Reserve was aimed at tapping into the trend of premiumisation in the alcobev industry. Sterling Reserve has been launched after rigorous consumer testing for both its packaging and as well as blend. We are delighted that discerning consumers across the country appreciate the premium packaging and love the superior blends of Sterling Reserve B10 and Sterling Reserve B7.”


The launch of the brand was supplemented and promoted by a 360-degree campaign across television, print, radio and the digital medium. On-ground activations and events have played a significant role in establishing and reinforcing brand identity.


Commenting on the occasion, Paramjit Singh Gill, President & CEO, Allied Blenders and Distillers said, “With the Sterling Reserve range of premium whiskies, we aim to delight and win consumers with two premium offerings that are superior and provide much higher value. They redefine consumer expectations with quality blends and tangibly superior packaging in the expanding Indian semi-premium and premium whisky segments. The achievement of 1 million cases of sales in the first 9 months of national launch indicates a resounding ‘Yes’ vote from consumers across the country for the brand. This pivotal moment inspires us to think bigger and do better on the brand in the time to come.”


ABD will expand the footprint of Sterling Reserve pan-India in the coming financial year. The brand will continue its engagement with consumers through a variety of media and consumer touchpoints.


About Allied Blenders & Distillers Pvt. Ltd

Allied Blenders And Distillers Pvt. Ltd. is a Kishore Chhabria promoted company. Its flagship brand is the famous Officer’s Choice Whisky and the portfolio includes Officer’s Choice Blue Whisky, Kyron Premium Brandy, Jolly Roger Rum and the recently launched Sterling Reserve Premium Whiskies. ABD is the 3rd largest spirits company in India with volumes of 34.8 million cases for the year 2017-18 and growing at a CAGR of 15% over the last 7 years making it one of the fastest growing spirits company in India. ABD possesses a strong sales and distribution network nationally and a pan-India manufacturing base that includes 41 manufacturing / bottling units. It has 14 sales offices in 22 states across the country.


For more information please contact:

Akshat Jain,

Media Director, Creation India

+91 9920210948

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