Sterling Reserve B7’s New Blend Promises a Magical Whisky Experience for Young Indians
~Introduces B7 Magic Bar Tour a first to redefine semi-premium whisky experiences in India to highlight its refined taste under the theme “‘So Smooth, It Must Be Magic” ~
Lucknow, September 10th, 2025: Allied Blenders and Distillers (ABD), the largest domestic spirits company by volume, has unveiled Sterling Reserve B7 (SRB7) – the new blend, crafted to meet the evolving expectations of modern Indian consumers. With its refined taste and renewed blend finish, SRB7 now delivers smoothness [that is no less than pure magic] The blend with a bolder, fuller bodied experience designed for today’s discerning palate.
The refreshed SRB7 offers a smoother, more contemporary taste profile while retaining the bold character that made it a household favorite. It balances sophistication with approachability, making it ideal for both seasoned whisky aficionados and curious newcomers. Bringing this magic alive, ABD introduced the ‘B7 Magic Bar Tour’ in Lucknow, a high-energy, multi-city activation where street magicians, surprise pop-up bars, and immersive experiences transform everyday spaces into unforgettable whisky moments.
Mr. Alok Gupta, Managing Director, ABD, said, “Sterling Reserve B7 holds a proud place in our millionaire club, a testament to ABD’s unwavering commitment to excellence, innovation, and market leadership. As the demand for premium and semi-premium spirits continues to rise across India and global markets, SRB7 has firmly established itself among the world’s top 20 whisky brands. With its refined blend and sleek, contemporary packaging, we aim to capture the imagination of young, urban, and aspirational consumers who are redefining the whisky experience.”
Alongside the tour, is a 360-degree integrated campaign under the theme ‘So Smooth, Must Be Magic’, combining digital storytelling, influencer collaborations and on-ground events designed to spark curiosity and celebrate the magic in every sip.
Sterling Reserve B7 is available in Uttar Pradesh at ₹680 for 750 ML and ₹180 for 180 ML. This new blend launch is a part nationwide roll-out, setting the stage for ABD to further strengthen its presence in the semi-premium whisky category.
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