~ ABD Maestro introduces RANGEELA Contemporary Indian Vodka with its Co-Founder and Creative Partner Ranveer Singh ~

Mumbai : ABD Maestro Pvt. Ltd., the super-premium and luxury spirits subsidiary of Allied Blenders and Distillers Limited (ABD), today announced launch of its homegrown RANGEELA Contemporary Indian Vodka.

Conceptualized by cultural catalyst Ranveer Singh, who also serves as the Co-Founder and Creative Partner at ABD Maestro, RANGEELA embodies the vision to craft a spirit that celebrates the country’s vibrant colours and deep emotions. With its smooth, versatile character and distinct sensibility, RANGEELA is set to redefine how contemporary India experiences vodka.

With rapid premiumisation, India’s vodka category is increasingly gaining prominence with young adult driving the growth. Exposure to international trends and the boom in cocktail culture makes RANGEELA poised to build quickly.

RANGEELA delivers the best quality standards for vodka – triple distilled and platinum chill- filtered for exceptional smoothness. RANGEELA the brand is about having a bold and expressive spirit – unfiltered, vibrant, unapologetically filmy and masaledaar.

Commenting on the launch, Ranveer Singh, Co-Founder and Creative Partner, ABD Maestro, says, “With RANGEELA Vodka, we are bringing something that celebrates the spirit of all of us. The universe of the brand is colourful, energetic and vibrant. We are creative, confident, and expressive. It’s for the ones who live life to the fullest and are unafraid to be seen, heard, and celebrated. RANGEELA is born out of this very spirit.”

Bikram Basu, Managing Director, ABD Maestro, added, “With RANVEER SINGH as the Co- Founder and Creative Partner for RANGEELA, we aim to disrupt. Simply the best quality vodka with innovative packaging and never before category communication. RANGEELA brings our cultural flair- celebration of colours, character and fun. It’s for India and the global consumer. Enjoy the ride.”

RANGEELA is versatile- equally at home as a smooth shot or in vibrant cocktails that champion flavours such as – citruses, cranberry blends and espresso mixes. The vodka enhances the smoothness of your favourite cocktails – be it ‘Bandra Barbie’ aka Cosmopolitan, ‘Aaj Blue Hai Paani’ aka Blue Lagoon or even ‘Latte Lag Gai’ aka Espresso martini. It’s the perfect pour for those who are spontaneous, vibe for fun, look for less validation and are expressive in their own ways.

RANGEELA has debuted in Maharashtra at an MRP of Rs. 2,400/- for 750ML – with Goa, West Bengal and markets of North India to follow in quick succession.