Allied Blenders and Distillers Limited (ABD) is elevating its presence in the Prestige and above segments of the whisky market by introducing distinctive offerings rooted in key consumer insights. In pursuit of this goal, ABD has creatively transformed the 180ml SKU, commonly referred to as the ‘quarter,’ into the chic and stylish packaging of ‘Hippy.’
“Constantly innovating is one of ABD’s core values. The Hippy is a great example of this core value brought alive on the back of consumer-centric thinking. It is an offering that allows for widening of the occasions where consumers can engage with our brand on account of its style quotient and mobile form factor,” shared Alok Gupta, Managing Director, ABD.
The company was a pioneer in making this packaging format available to semi-premium whisky consumers with Sterling Reserve Whisky. The Hippy offers a modern twist on the traditional ‘quarter’ and appeals to individuals of all age groups.
Currently, it is available in Maharashtra, West Bengal, Uttar Pradesh, Assam, Daman, and Tripura.
“For long, alcobev consumers have suffered from the ‘brown-bag syndrome’ where they would be hesitant to be seen with their humble ‘quarter’ or ‘pau-a’. The Hippy allows consumers to break free of inhibitions and flaunt their Sterling Reserve BX Whisky,” added Bikram Basu, Chief Strategy and Marketing Officer, ABD.
