HBI Staff | Mumbai 
Allied Blenders and Distillers Limited (ABD), has launched a cool and stylish 180ML pack in ‘Hippy’. The Hippy is ABD’s reimagination of the 180ml 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 Whiskey. 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.
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.”
