Shares of Allied Blenders and Distillers Ltd (ABDL) rose approximately 3% in recent trading, following an announcement from its subsidiary, ABD Maestro Private Ltd, regarding a significant expansion of its Rangeela Vodka portfolio. The company introduced two new Indian-inspired, super-premium vodka flavors: Jhatpat Jamun and Kala Khatta.
This strategic launch by ABD Maestro aims to tap into the premium spirits segment by offering locally familiar tastes. The new Rangeela variants are directly inspired by India's vibrant street-food culture, particularly the refreshing flavors found at roadside 'gola' stalls.
New Rangeela Flavors: Jhatpat Jamun and Kala Khatta
The Jhatpat Jamun variant blends the distinctive sweet-tart notes of jamun (Indian blackberry) with garden mint and a subtle hint of chili, creating a unique profile. Meanwhile, Rangeela Kala Khatta captures the tangy essence of tamarind combined with zesty lemon.
Bikram Basu, Vice Chairman of ABD Maestro, commented on the launch, stating,
"The company was translating the popularity of street-side flavours into a super-premium spirit offering."He further emphasized that the products are designed to bring familiar Indian tastes to modern social occasions, catering to consumers seeking authentic local flavors in their premium spirits.
Market Availability and Pricing
The new Rangeela variants are currently available in Maharashtra. The 750 ml bottles are priced at Rs 2,500, while the 180 ml bottles retail for Rs 625. ABD Maestro plans to introduce these products in other key markets, including Goa, Haryana, and Uttar Pradesh, in the near future.
Both Jhatpat Jamun and Kala Khatta vodkas are triple-distilled and platinum chill-filtered, ensuring a smooth and refined taste. They can be enjoyed chilled on their own or incorporated into various mixed drinks.
Strategic Premiumization and Stock Performance
The expansion is part of ABD Maestro's broader focus on premiumization through product innovation. The subsidiary's portfolio spans whisky, gin, rum, and vodka categories, with Bollywood actor Ranveer Singh serving as a co-founder and creative partner. Following the announcement, ABDL shares touched a high of Rs 728, representing a 2.72% increase from their previous close of Rs 708.70, reflecting investor confidence in the company's growth strategy.