Allied Blenders and Distillers (ABD), is boosting its play in the whisky segment with unique offerings built on core consumer insights. In its quest for this objective, ABD has launched a 180ml pack in Hippy. The Hippy that comes in a 180ml pack SKU, popularly known as the ‘quarter’, to a cool and stylish pack.

The company was amongst the first to make this packaging format accessible to consumers of the semi-premium whisky for Sterling Reserve Whisky. The Hippy is a contemporary take on the ‘quarter’ and has appeal across all age groups. It is currently available in Maharashtra, West Bengal, Uttar Pradesh, Assam, Daman and Tripura parts of the country.

Alok Gupta, managing director, ABD said, “Constantly Innovating is one of ABD’s core values. The Hippy is a great example of this core value brought alive on the back of consumer-centric thinking. It is an offering that allows for widening of the occasions where consumers can engage with our brand on account of its style quotient and mobile form factor.”

Bikram Basu, chief strategy and marketing officer, ABD remarked, “For long, alcobev consumers have suffered from the ‘brown-bag syndrome’ where they would be hesitant to be seen with their humble ‘quarter’ or ‘pau-a’. The Hippy allows consumers to break free of inhibitions and flaunt their Sterling Reserve BX Whisky.”