Allied Blenders & Distillers (ABD), India’s largest domestic alco-bev company, made its
debut in the Metaverse with the ABD MetaBar – an immersive virtual reality space
housing digital displays of its leading offerings. It’s the first alcohol beverage company in
India to build a Metaverse presence. Visitors to the space can learn more about brands,
watch exciting new content and discover key initiatives from the organization.
Optimised for both mobile and desktop usage, the ABD MetaBar can be experienced at
abdmetabar.com. Talking about the ABD MetaBar, Shekhar Ramamurthy, Executive
Deputy Chairman, said “At ABD, innovation is a core value that we look to keep at the
forefront of everything we do. Our brands and initiatives will constantly lead change and
with the ABD MetaBar we have taken a decisive step into the virtual immersive world of
our consumers.”

Iconiq White – Open Your Iconiq

In a bold new step for the Indian alco-bev industry, the company launched its new
whisky, ICONiQ White, in ABD MetaBar – ahead of a launch in the physical world.
ICONiQ White is a delightful blend of imported Scotch malts aged in bourbon oak casks,
blended with select matured malt and finest Indian grain spirits. The fruity and nutty
aromas of the blend complement its woody character.
Talking about the launch, Bikram Basu, Vice-President, Strategy, Marketing and Business
Development, 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 in India today.”
ICONiQ White is available in three pack sizes i.e., 750 ml, 375 ml and 180 ml and has
been launched in Assam, Uttar Pradesh, Punjab, and West Bengal so far. The launch will
be extended to other select markets of East, North, and South India in the near future.

Two New Whiskies With a Twist

ABD recently introduced two new, unique whiskies into the market – Srishti Premium
Whisky and Sterling Reserve B7 Whisky Cola Mix.
Srishti Premium Whisky 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
does not change the familiar taste, aroma, or colour of a whisky. Research across
categories shows that curcumin has anti-inflammatory properties and the ability to
increase antioxidants that the body produces, although the company does not make any
such claim with the product. This festive season has also seen the launch of another
unique addition, a first-of-its-kind, Sterling Reserve B7 Whisky Cola Mix. The award-
winning Sterling Reserve B7 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 or soda, and when consumed as a shot.
Commenting on the launch, Arun Barik, Executive Director, ABD, said “Crafting these
new products have involved the experience of a blender and the use of technology,
years of research and most importantly, loads of passion of the teams involved. We
relished the challenge of delivering these first-of-their-kind products and am confident
that consumers will love them too.”
Srishti Premium Blended Whisky was first launched in the ‘ABD MetaBar’ and has
subsequently been launched in Haryana. Sterling Reserve B7 Whisky Cola has been
launched in Assam, Maharashtra and West Bengal — both brands are available in three
pack sizes – 750 ml, 350 ml, and 180 ml.

New Launches for Millennials

Another exciting launch from ABD is X&O Barrel Premium Whisky.
X&O 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 brings up memories of intimacy, warmth, passion, and
friendship. This whisky embodies the spirit of a close bond and deep connections.
Bikram Basu, Vice-President, Strategy, Marketing, and Business Development, ABD, said,
“Get Closer with X&O. We’ve got a blend to enjoy, share and advocate. The

communication will mirror the black and white of the packaging, with highlights of gold.
It will be intimate and sensual.”
X&O Barrel Premium Whisky is available in three sizes – 750 ml, 375 ml, and 180 ml. It
was launched first in the ABD MetaBar followed by physical market launch in Haryana.
The brand will subsequently move for a national launch.
Images: Allied Blenders and Distillers