-KH News Desk
One of the biggest domestic alcohol companies in India, Allied Blenders and Distillers (ABD) Ltd., has announced the release of their new whiskey, “ICONiQ White.”
The brand has been introduced for the first time at ABD MetaBar, the company’s presence in the metaverse, in a daring new move for the Indian alcohol business. The brand will next be introduced to marketplaces around the country in the real world.
ICONiQ White is a delicious concoction of imported Scotch malts aged in bourbon oak casks, combined with exquisite Indian grain spirits and select matured malt. The blend’s sweet and nutty scents go well with its woodsy flavor.
“A core belief at ABD is to ‘Think Differently’. The launch of ICONiQ White in ABD MetaBar, ahead of its physical launch, gives consumers an opportunity to immerse with the brand before they experience it in stores. We believe this is the shape of things to come and ABD would like to lead that change,” shared Shekhar Ramamurthy, Executive Deputy Chairman, ABD.
With ABD MetaBar, ABD India made its entrance into the metaverse by offering customers and fans a unique way to find products. The MetaBar, which is designed for both mobile and desktop use, capitalizes on the youth’s rising interest in the Metaverse and their openness to trying out cutting-edge digital activations.
Talking about the launch, Bikram Basu, Chief Strategy and Marketing Officer, ABD, said “ICONiQ White is a contemporary whisky for blend, packaging, and positioning. It will appeal to the young adult and plays in an affordable premium segment which has the largest pool of consumers today. We are here with something very special and here to win.”
ICONiQ White will be introduced in the Metaverse initially, then in a few marketplaces in East, North, and South India. It comes in three pack sizes: 750 ml, 375 ml, and 180 ml.
“Crafting the communication mix for ‘ICONiQ White’ was a delightful experience. It all started with the name. ‘ICONiQ’ is bold and trendy, while ‘White’ is a surprising twist in the world of whisky. The visual space and the idea pitch the brand as a playful companion for fun-loving younger audiences. The icing on the cake was the opportunity for us to build ground-up the ABD MetaBar a few months ago and work towards the launch of Iconiq White on the platform,” shared Sohini Pani, Founder, and Managing Director, River.
