Allied Blenders Targets Premium Sippers as Mass Market Falters

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AuthorKavya Nair|Published at:
Allied Blenders Targets Premium Sippers as Mass Market Falters
Overview

Allied Blenders and Distilleries Ltd is pivoting to premium spirits, launching ABD Maestro with actor Ranveer Singh, as mass market alcohol sales slow amid tax hikes. The Mumbai-based distiller targets ₹100 crore annualized revenue for its luxury subsidiary in FY26, aiming to double it by FY27. This strategic shift includes significant capacity expansion and investment in curated products for Indian consumers seeking high-end domestic options over imports.

Premium Pivot Amidst Market Headwinds

Allied Blenders and Distilleries Ltd is actively shifting its focus from the struggling mass-market alcohol segment to premium consumers. This strategic move is driven by rising taxes in key states and a broader slowdown in middle-class consumption that has hampered entry-level brands. The company launched ABD Maestro, a premium and luxury spirits subsidiary, in partnership with Bollywood actor Ranveer Singh.

Capacity Expansion and Future Bets

The new venture, ABD Maestro, houses Allied Blenders' curated portfolio including small batch gin brands Zoya and Pumori, vodka Rangeela, and the recently launched whiskey Yello. Managing Director Alok Gupta expects ABD Maestro to achieve a ₹100 crore annualized revenue run rate by the end of FY26, with plans to double this figure in the subsequent fiscal year. The company is also investing a substantial ₹525 crore in capacity expansion between FY25 and FY27, which includes acquiring an extra neutral alcohol plant and establishing a new single malt whiskey facility in Telangana slated for a 2029 launch.

Competitor Landscape and Mass Market Challenges

This premiumization strategy mirrors moves by competitors like Radico Khaitan, which has also launched high-end products and partnered with celebrities. For Allied Blenders, the 'Prestige & Above' segment accounted for over 46% of its total volume in the first half of FY26, an increase from 37% in FY24. However, its flagship mass-market brand, Officers' Choice, has seen a significant volume decline from 9 million cases in FY19 to 3.6 million in FY25. Gupta emphasized a commitment to maintaining a gross margin above 40% for Officers' Choice, even if it means strategic exits from certain markets or accepting slower volume growth.

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