Allied Blenders and Distillers (ABD), India’s largest spirits company by volume, has introduced a renewed version of its popular semi-premium whisky, Sterling Reserve B7 (SRB7), in Kolkata. With a refined, smoother taste, the refreshed blend is designed to meet the evolving preferences of India’s modern whisky consumers.
Retaining its bold character, the new SRB7 offers a fuller-bodied experience with an easy-drinking smoothness ideal for both seasoned connoisseurs and newcomers. To bring this transformation to life, ABD has launched the high-energy #B7MagicBarTour — a multi-city campaign beginning in Kolkata, featuring local street magicians, pop-up bars, and immersive tasting events.
The brand’s integrated marketing effort, themed “So Smooth, Must Be Magic,” combines digital storytelling, influencer tie-ups, and on-ground activations to create memorable consumer experiences. Kolkata, known as India’s cultural capital, has emerged as a trendsetter in the premium and semi-premium spirits category. With rising whisky consumption and a discerning urban consumer base, the city serves as a strategic launchpad for SRB7. Industry insiders note that strong sales and consumer interest in Kolkata reflect a growing demand for high-quality blends in the region. Sterling Reserve B7 is priced at ₹760 for 750ml in West Bengal.