Ranveer Singh has stepped into the premium spirits business with the launch of Rangeela Vodka, a new homegrown label created with ABD Maestro, the luxury portfolio of Allied Blenders and Distillers Limited. The company is positioning the brand as a vibrant entrant in a segment that has been steadily expanding as younger consumers look for expressive, design-driven alcohol offerings.
Rangeela was developed with Singh as co-founder and creative partner, with the actor involved in the product’s visual identity and positioning. The team behind the project says the idea was to build a vodka that reflects the exuberance of contemporary India, where colour, personality and experimentation have become central to the way the premium alcohol category is evolving.
According to the company, the flavour profile has been designed to appeal to urban consumers who prefer clean spirits with a smooth finish, while the packaging uses bright gradients and layered detailing to match the brand’s name. Executives at ABD Maestro say Rangeela represents their push to strengthen their portfolio in the super-premium space, a segment that has seen consistent growth over the past few years as more Indian brands compete with global labels.
Singh described the project as an attempt to bottle the idea of individuality. He said the vodka is meant for consumers who prefer to express themselves openly and gravitate toward products that match their energy. ABD Maestro believes the actor’s involvement will help Rangeela stand out in a crowded market where celebrity-backed brands are gaining traction, particularly among first-time premium buyers.
The company has not disclosed detailed sales targets for the first year, but industry watchers expect the launch to help ABD Maestro sharpen its presence in key metropolitan markets, where premium vodka continues to record steady annual growth.
