Bollywood superstar and pop culture icon, Ranveer Singh is now an equity partner with industry leader Allied Blenders and Distillers Limited (ABDL) for a new business venture to create a premium portfolio for luxury spirits.
ABDL Partners With Ranveer Singh For Luxe Spirits
View this post on Instagram
From FY14 to FY24, Allied Blenders and Distillers Limited (ABDL) was India’s third-largest spirits company in yearly sales volumes. ABDL offers whiskey, brandy, rum, vodka, and gin, including Officer’s Choice Whiskey, Sterling Reserve Premium Whiskies, and more. Bollywood superstar and pop culture icon Ranveer Singh has joined forces with Allied Blenders and Distillers Limited (ABDL). He is an equity partner in an exciting new venture. ABDL, a market leader in the industry, announced on September 4, 2024, that their board has approved the formation of this partnership, which aims to launch a premium portfolio of brands.
This new venture will focus on premium spirits while preserving its core brands. This collaboration with Ranveer Singh will enable faster decision-making, flexible adaptability to market trends, and specialised marketing skills for luxury markets. ABDL differentiates between mass-market and luxury products, adding value to both. Indian consumers are increasingly gravitating towards luxury products and higher-quality beverages. The entity will introduce its premium brands, collaborate with promising Indian start-ups, partner with leading international brands, and leverage ABDL’s robust sales and manufacturing networks.
Also Read: Glenwalk Launches Zero-Calorie Ginger Ale, The Newest Guilt-Free Refreshment In Mumbai!
But, Are Celebrities The Selling Factor For Spirits?
In an era where consumer choices are increasingly influenced by celebrity culture, luxury spirits brands have tapped into the power to elevate their image and reach.
Take George Clooney’s Casamigos tequila, for example. Co-founded by the Hollywood actor, the brand was initially marketed as a small-batch, high-quality tequila. It quickly gained a cult following, leveraging Clooney’s laid-back, yet refined image. In 2017, the brand was sold to Diageo for a staggering $1 billion. Similarly, Ryan Reynolds’ stake in Aviation Gin transformed the brand from a niche product into a globally recognised label. Aviation Gin is one of the most sought-after gin brands in the market.
With Indian consumers trending toward luxury products, Singh’s involvement with ABDL is expected to elevate the brand’s status and appeal to a new generation of affluent drinkers.
Cover image credits: Instagram/Ranveer Singh