ABD unveils smoother sterling reserve B7 in Kolkata to tap evolving whisky market

Allied Blenders and Distillers (ABD), India’s largest spirits company by volume, has launched a refreshed version of its semi-premium whisky, Sterling Reserve B7 (SRB7), in Kolkata. The new blend offers enhanced smoothness and a fuller-bodied experience, tailored to suit the evolving tastes of modern Indian consumers.

Crafted to maintain the bold character that made B7 a household favorite, the renewed SRB7 introduces a refined taste that appeals to both seasoned whisky lovers and new enthusiasts. The relaunch is supported by the nationwide #B7MagicBarTour, a dynamic campaign featuring pop-up bars, street magicians, and immersive tasting events in everyday settings. Complemented by a 360-degree integrated marketing campaign, the brand’s “So Smooth, Must Be Magic” theme aims to drive engagement through digital storytelling and influencer outreach.

Kolkata, the starting point for the activation, has emerged as a key growth hub for premium and semi-premium spirits. With rising demand and a sophisticated urban consumer base, the city reflects a strong market for innovative blends like SRB7. The launch aligns with Kolkata’s reputation as a trendsetter in India’s evolving whisky landscape. Sterling Reserve B7 is priced at ₹760 for 750ml in West Bengal.