Sterling Reserve reaches 1m cases in nine months

Allied Blenders & Distillers-owned blended whisky brand Sterling Reserve has broken through the one-million-case sales mark nine months after it first launched.

Owned by Indian spirits company Allied Blenders & Distillers (ABD), Sterling Reserve boasts two whisky expressions: Sterling Reserve Blend 10 (or B10), and Sterling Reserve Blend 7 (B7).

B10 is a chill-filtered whisky comprising imported Scotch malt whiskies and Indian grain whisky. B7 is also a blend of Scottish malts and Indian grain spirits, and has been matured in charred oak casks.

Deepak Roy, executive vice chairman, ABD, said: “Achieving the one-million case mark is a watershed moment for the brand and our company.

“It establishes Sterling Reserve as a force to reckon with in the premium whisky and semi-premium whisky segments.

“The launch of Sterling Rose was aimed at tapping into the trend of premiumisation in the [alcoholic beverage] industry. Sterling Reserve has been launched after rigorous consumer testing for both its packaging and as [a] blend.”

ABD intends to expand Sterling Reserve’s reach across India in the coming financial year, supported by various media and consumer touchpoints.

The brand’s launch was initially supported by a 360-degree campaign covering TV, print, radio and digital platforms.

Paramjit Singh Gill, president and CEO, ABD, said: “With the Sterling Reserve range of premium whiskies, we aim to delight and win consumers with two premium offerings that are superior and provide much higher value.

“They redefine consumer expectations with quality blends and tangibly superior packaging in the expanding Indian semi-premium and premium whisky segments.

“The achievement of one million cases of sales in the first nine months of national launch indicates a resounding ‘yes’ vote from consumers across the country for the brand.”


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Author: Melita Kiely {authorlink}