Allied Blenders and Distillers Limited (ABD) announced the expansion of its Rangeela Vodka portfolio with the introduction of two new super-premium flavors: Rangeela Jhatpat Jamun Vodka and Rangeela Kala Khatta Vodka. Inspired by popular Indian street flavors, these new offerings are aimed at the premium segment, leveraging the company’s focus on innovation and consumer trends. The launch signifies ABD’s strategy to strengthen its presence in the luxury spirits market.
ABD Maestro Expands Rangeela Vodka Portfolio
Allied Blenders and Distillers Limited (ABD), through its subsidiary ABD Maestro Private Limited, has announced the launch of two new super-premium vodka flavors: Rangeela Jhatpat Jamun Vodka and Rangeela Kala Khatta Vodka. These new additions are set to enhance the Rangeela Vodka brand, known for its contemporary Indian identity.
Inspired by Indian Street Flavors
The new flavors draw inspiration from beloved Indian street food and beverages, aiming to capture the essence of ‘desi swag’ and vibrant street culture. ‘JJ’ (Jhatpat Jamun) and ‘KK’ (Kala Khatta) are described as chatpata, masaledar, and unmistakably ‘filmy’, reflecting the energetic spirit associated with Ranveer Singh, the brand’s Co-Founder and Creative Partner. This strategic move aligns with the company’s strategy to tap into familiar, local tastes for the premium spirits market.
Product Details and Availability
Each expression is crafted to offer a layered complexity, balancing fruity notes with savory spice and a hint of heat. Rangeela Jhatpat Jamun Vodka is characterized by fresh garden mint on the nose, followed by the sweet-tart taste of jamun and a gentle chilli finish. Rangeela Kala Khatta Vodka features zesty lemon on the nose, with tangy tamarind and the sweet-sour ‘gola’ flavor unfolding on the palate. Both are positioned as bold, refreshing spirits, best enjoyed chilled or in mixed drinks.
Priced at ₹2,500 for 750 ml bottles and ₹625 for 180 ml bottles, these contemporary Indian flavored vodkas are initially available in Maharashtra. The company plans to roll out the new flavors to Goa, Haryana, and Uttar Pradesh shortly.
Market Positioning and Strategy
Bikram Basu, Vice Chairman, ABD Maestro, highlighted that the launch taps into tastes that consumers instantly connect with, translating street-side appeal into a world-class, super-premium liquid. He emphasized that the vodka is triple distilled and platinum chill-filtered, delivering an exceptional craft spirit for modern social occasions. This launch underscores ABD’s commitment to premiumisation through innovation-led brands, catering to a growing consumer interest in familiar, local, and shareable flavor profiles.
Source: BSE
