Allied Blenders and Distillers and Ranveer Singh introduce ABD Maestro to disrupt luxury spirits market

Allied Blenders and Distillers Limited (ABD), India’s third-largest spirits company, has unveiled ABD Maestro Private Limited, a subsidiary dedicated to capturing the super-premium spirits market. This move comes as part of ABD’s larger premiumization strategy, aimed at elevating its brand positioning and expanding into high-margin liquor categories.

The newly launched venture is a collaboration between Allied Blenders and Distillers and Bollywood actor Ranveer Singh, who will play a dual role as a creative and business partner. Industry veteran Bikram Basu will serve as Managing Director of ABD Maestro, leveraging his decades of leadership at Pernod Ricard and United Spirits to steer the company’s strategic direction.

Luxury spirits brands to redefine India’s premium segment

ABD Maestro is set to introduce a curated portfolio of luxury spirits brands, combining owned, licensed, and distributed labels to optimize market reach. The company’s launch lineup features premium offerings such as Zoya Special Batch Gin, Arthaus Blended Malt Scotch Whisky, Woodburns Indian Malt Whisky, and the globally recognized Russian Standard Vodka.

Additionally, the venture has acquired Pumori Small Batch Gin, a rising name in India’s gin market, and Segredo Aldeia, a Goan café and white rum brand that promises a distinctive consumer experience. By incorporating international and domestic brands, ABD Maestro aims to establish a diverse product mix tailored for evolving consumer preferences.

According to Alok Gupta, Managing Director of ABD, the introduction of ABD Maestro marks a significant milestone in the company’s evolution. He emphasized that the ABD Maestro collaboration aligns with ABD’s commitment to innovation and premiumization, positioning the company for long-term growth in India’s competitive liquor industry.

Ranveer Singh’s strategic role in ABD Maestro collaboration

Ranveer Singh’s involvement in ABD Maestro extends beyond a brand endorsement. As a business and creative partner, Singh will shape the brand’s storytelling, marketing strategies, and consumer engagement initiatives.

“The spirits industry is at a turning point, and we are here to drive that change,” Singh said. “With ABD Maestro, we are not just crafting premium drinks—we are creating a lifestyle, an experience that speaks to modern India and resonates globally.”

Singh’s entry into the luxury spirits brands segment follows a growing trend of celebrities investing in high-end liquor ventures. With his strong personal brand and mass appeal, his role in ABD Maestro is expected to enhance the company’s market penetration and influence younger, premium-spending consumers.

Stock performance and financial outlook for Allied Blenders and Distillers

As of 1 March 2025, ABD’s stock has experienced a downward trend, closing at ₹311.75 on 28 February 2025, reflecting a 1.91% drop from the previous day’s close of ₹317.80. Over the past month, the stock has declined by approximately 20%, signaling potential investor caution amid broader market fluctuations.

Despite this, ABD’s financial performance remains strong. For the quarter ending 31 December 2024, the company reported a consolidated total income of ₹977.19 crore, marking a 12.36% increase from the previous quarter and an 8.90% rise compared to the same period last year. Net profit after tax stood at ₹57.47 crore, reinforcing ABD’s revenue growth trajectory.

Analysts note that while ABD’s Return on Equity (ROE) of 8.1% is lower than the industry average of 13%, the company has demonstrated a 48% net income growth over the past five years. This suggests a robust reinvestment strategy, allowing Allied Blenders and Distillers to expand its product portfolio while maintaining financial stability.

Investor sentiment and future prospects for ABD Maestro

Investor sentiment surrounding Allied Blenders and Distillers remains mixed, with short-term volatility reflecting broader market trends. However, the introduction of ABD Maestro provides a long-term growth catalyst, as premium and super-premium liquor brands typically yield higher profit margins than mass-market alternatives.

Industry experts suggest that ABD Maestro’s diversified brand portfolio, strong leadership, and Ranveer Singh’s creative involvement could position it as a formidable challenger to established players like Pernod Ricard and Diageo. With India’s premium spirits market witnessing double-digit growth, ABD Maestro is well-poised to capitalize on this demand shift.

According to Managing Director Bikram Basu, ABD Maestro will prioritize a consumer-first business model, integrating experiential marketing, digital engagement, and mixologist partnerships to drive brand visibility.

With Allied Blenders and Distillers’ aggressive expansion into the luxury spirits brands segment, the company is setting a new benchmark for premiumization in India’s spirits industry. The success of ABD Maestro could play a crucial role in boosting ABD’s overall market valuation, offering a compelling opportunity for long-term investors.