From acting to entrepreneurship, Ranveer Singh continues to expand his creative pursuits. In a recent interview with Sarah Jane Dias, the actor, who is also the co-founder and Creative Partner at ABD Maestro, spoke at length about his journey in India’s rapidly premiumising alcoholic beverage space and his larger ambitions for shaping the country’s drinking culture.
ABD Maestro, a super-premium and luxury brands subsidiary of Allied Blenders & Distillers, represents what Ranveer describes as a strategic coming together of complementary strengths. Speaking about the collaboration, he said, "I think this is a power move, if I may say so. It's a coming together of their business acumen and my creativity. Whenever two forces like that come together, it always leads to something very productive and positive."
The actor emphasised that for him, premiumisation is about elevating every aspect of the consumer experience. "Premiumisation, to me, is levelling up in every which way-from the design to the taste," he said, aligning his vision with the broader shift in Indian consumer behaviour where people are increasingly choosing to drink less but better, prioritising quality, design and storytelling.
Discussing his personal favourites from the portfolio, Ranveer highlighted RANGEELA Contemporary Indian Vodka. Sharing his ambition behind the brand, he stated, "It is vibrant. It's technicolour. It is basically a really, really bomb vodka. We wanted a vodka that is Indian but truly world-class-something we're very, very proud of." His remarks reflect a clear intent to position Indian-made spirits at par with global benchmarks while retaining a strong cultural identity.
Offering a glimpse into a more introspective side of his personality, Ranveer added, "I have a very quiet side, reticent side. I enjoy ruminating over life, which calls for something like WOODBURNS Indian Whisky. And I'm very proud to report that it's sweeping awards internationally."
Looking ahead, the actor hinted at ambitious plans for the brand’s future. "The journey ahead is going to be very exciting. We are planning collaborations that will really surprise people - limited editions, culture pop-ups, everything from playlists to party rituals. We don't want to follow trends, we want to set them, and this is just the beginning. From here on, it's going to be bang, bang - blockbuster."
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