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ABD launches ‘The Indian Edit’
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Thursday, 17 September, 2026, 14 : 00 PM [IST]
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Our Bureau, Mumbai
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Allied Blenders and Distillers Ltd (ABD), announced the launch of its new premium whisky, ‘The Indian Edit’. The brand is built on the understanding that modern Indian success is increasingly defined by our ability and confidence to shape traditions and evolving culture into a distinct personal statement. Positioned for the contemporary and global Indian consumer, ‘The Indian Edit’ presents an Indian as a source of pride, refined into a premium whisky experience.
The Indian Edit is a blend of Indian malt and grain spirits with fine Scotch malts. The notes of vanilla, caramel and gentle oak are curated with malts which add warmth, richness and a long finish. The Indian Edit builds its packaging from everyday Indian. The bottles have many regional languages embossed on it, the idea inspired from our Indian currency notes. The label is clean and features a vintage motif, reminiscent of classic Indian traveling circuses. And the cap is designed to evoke a Maharaja crown. Together, these details reinforce the brand’s expression of being proudly and unmistakably Indian.
Amar Sinha, managing director, ABD, said, “India's spirits industry is at an inflection point, and premium whisky sits right at the centre of it. Consumers are moving beyond scale and price, seeking quality, distinctiveness and a more evolved drinking experience and this shift is only accelerating. The Indian Edit is a strong articulation of where we see this category going, reflecting our belief and reinforcing ABD's ambition to lead rather than simply participate in India’s premiumisation journey as it begins to unfold. We look forward to being an integral part of this next phase of growth."
Bikram Basu, group chief marketing and innovation officer, ABD, said, “The Indian Edit Premium Whisky captures the beauty of India today. Increasingly modern in outlook, globally competitive, and evolving on traditions and values which are core to us as people and our ancient civilisation. It celebrates a person rooted as ‘The Indian’ and confident in shaping a contemporary, global view. It comes at the heart of where the spirits business lies in terms of value and volume today, and we are confident with our abilities to make this a standout success.”
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