-KH News Desk (editorial1@imaws.org)
ABD Maestro Pvt. Ltd., the super-premium and luxury spirits brand company and a subsidiary of Allied Blenders & Distillers (ABD), has launched YELLO Designer Whisky. The whisky is a unique and bold blend crafted from a fusion of Scotch Malts and Indian Malt whiskies. This launch follows the introduction of Rangeela Vodka, also from Ranveer Singh, who serves as the Co-Founder and Creative Partner of ABD Maestro.
Product Concept and Design
YELLO Designer Whisky is positioned as a flamboyant spirit designed for the modern, expressive, and youthful Indian consumer.
Blend: It fuses the best of Speyside and Highland Scotches (matured in ex-bourbon oak, contributing notes of vanilla caramel and gentle oak) with the richness of Indian Malts (adding warmth, richness, and a bold, lingering finish). The result is an exceptional spirit that partners the distinctive characteristics of both worlds.
Packaging: The whisky is introduced with breakthrough packaging that mirrors the pulse of modern India—it is expressive, youthful, and designed to stand out. The bottle is noted for its distinctive colour, sleek lines, and a prominent ‘whisky window’.
Target Market: The brand is designed for consumers who are innovative and daring.
Bikram Basu, Managing Director of ABD Maestro Pvt. Ltd., commented on the strategic intent behind the product: “YELLO is designed for an innovative, daring and youthful brand construct for product, packaging and communication. It’s born to stand out, with outstanding whisky sitting in the bottle. At ABD Maestro, we build with quality, creativity and consumers at its heart.”
The article does not contain a direct quote from Ranveer Singh about the YELLO whisky launch, but his involvement as Co-Founder and Creative Partner is central to the brand’s identity and market approach.
