ABDL's ZOYA Special Batch Gin Elevates Premium Alcobev Choices

Allied Blenders and Distillers Limited (ABDL) recently revealed its latest offering, the ZOYA Special Batch Gin, marking the inaugural release within its new premium brands vertical. This move signifies the company's foray into the curated luxury gin market, reflecting a strategic shift towards higher-margin ventures.

Zoya Special Batch Premium Gin boasts a composition derived from 100 percent grain and natural spirits, featuring delicate Juniper and a meticulous blend of 12 botanicals that contribute to its refreshing and distinct character. The fusion of herbs, fruits, and spices in Zoya makes it a versatile choice, suitable for sipping or as an accompaniment in classic gin-based beverages and cocktails.

The Indian alcobev landscape is witnessing a surge in premiumization, driven by the preferences of a younger, more experimental consumer base gravitating towards locally sourced products and unique experiences. This trend is notably pronounced in the gin category, and the launch of Zoya Premium Gin aligns seamlessly with ABD's strategic focus on luxury offerings and contemporary, high-margin brands.

Alok Gupta, Managing Director at ABD said, "I am delighted to announce our latest launch, Zoya Special Batch Gin under the 'PremBrands' vertical. The newest addition to our portfolio is not just an exceptional product experience but also a testament to our commitment to a higher value portfolio."

Bikram Basu, Chief Strategy and Marketing Officer at ABD said, "Zoya, the name stands for joie de vivre. It invites you to live, love, rejoice, with a beautiful blend of the finest juniper and 12 expertly selected botanicals. The craftsmanship of Zoya will not only find its way with gin enthusiasts but also help grow the category."

Zoya Special Batch Premium Gin is set to debut in Gurgaon initially, followed by Maharashtra and other major cities across the country. Priced at an MRP of Rs 2200 for a 750ML bottle in Maharashtra, the brand aims to cater to the discerning tastes of Indian consumers while also planning a global market presence shortly.