The refreshed blend delivers smoothness “that is no less than pure magic,” offering a bolder, fuller-bodied experience tailored for today’s discerning palate.
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Allied Blenders and Distillers (ABD), India’s largest domestic spirits company by volume, has launched Sterling Reserve B7 (SRB7), a new whisky blend crafted to meet the evolving tastes of modern Indian consumers.
The refreshed blend delivers smoothness “that is no less than pure magic,” offering a bolder, fuller-bodied experience tailored for today’s discerning palate.
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The contemporary profile of SRB7 brings a smoother taste while retaining the bold character that has made it a household favourite.
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It strikes a balance between sophistication and approachability, making it appealing to both seasoned whisky enthusiasts and curious newcomers.
To bring this experience alive, ABD introduced the ‘B7 Magic Bar Tour’ in Lucknow, a high-energy, multi-city activation where street magicians, surprise pop-up bars, and immersive experiences transform everyday spaces into unforgettable whisky moments.
Speaking about the new blend, Alok Gupta, Managing Director, ABD, said in a statement here on Wednesday, “Sterling Reserve B7 holds a proud place in our millionaire club, a testament to ABD’s unwavering commitment to excellence, innovation, and market leadership. As the demand for premium and semi-premium spirits continues to rise across India and global markets, SRB7 has firmly established itself among the world’s top 20 whisky brands. With its refined blend and sleek, contemporary packaging, we aim to capture the imagination of young, urban, and aspirational consumers who are redefining the whisky experience.”
In addition to the bar tour, ABD is rolling out a 360-degree integrated campaign under the theme ‘So Smooth, Must Be Magic’, combining digital storytelling, influencer collaborations, and on-ground events to spark curiosity and celebrate the magic in every sip.
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