ABD introduces Hippy in the festive season

Allied Blenders and Distillers Limited is boosting its Prestige and Above segments in whisky with unique offerings built on core consumer insights. In its quest for this objective, ABD has launched a cool and stylish 180ml pack for Sterling Reserve, which is named ‘Hippy’. The Hippy is ABD’s transformation of the 180ml SKU, popularly known as the ‘quarter’, to a cool and stylish pack.

The company was amongst the first in India to make this packaging format accessible to consumers of the semi-premium whisky; for Sterling Reserve. Hippy packaging is currently available in Maharashtra, West Bengal, Uttar Pradesh, Assam, Daman and Tripura.