ABD Launches 'PremBrands' to Focus on Premium Brands

Allied Blenders and Distillers limited (ABD), is shifting gears to a higher value portfolio towards a future marked by premiumisation. In pursuit of this vision, ABD announced a new business vertical, ‘PremBrands’, to focus on its premium brand portfolio. 

The current portfolio of premium brands consists of Sterling Reserve B10 Whisky, X&O Whisky, Srishti Whisky and Kyron Brandy. ABD has lined up a slew of premium brands to be launched in the near future.

“At ABD we are very conscious of the imperative of being ‘future-ready’. We will stay agile to meet our strategic goals and deliver on the premiumisation agenda. The creation of the PremBrands vertical will ensure sharper focus on the higher value portfolio. I am delighted to have a seasoned leader like Ankur on board to steer the revenue and margin agenda for the company,” shared Alok Gupta, Managing Director, ABD.

The company also announced the appointment of Ankur Sachdeva as the Chief Revenue Officer. He will re-engineer the current and new lines of revenue to deliver rapid growth and enhanced product margins. 

Ankur Sachdeva brings over two decades of extensive experience in the Alcohol Beverage industry. Ankur’s last assignment was with Radico Khaitan as President of Operations. He was instrumental in their turnaround story, building on-premises capabilities, making CSD hugely profitable and developing new businesses.

“I am thrilled to be joining ABD at this pivotal moment in its journey. I see immense potential in the company’s existing and new brand portfolio and the concentrated efforts towards premiumisation. I am eager to be a part of the exceptional team at ABD and contribute to its continued growth and success,” added Ankur Sachdeva, Chief Revenue Officer, ABD.