ABD’s Sterling Reserve wins Gold at the DMAasia Createffect ECHO Awards

Won for its marketing campaign “Chase the Next” in the Food & Beverage Category

by Suman Gupta

Mumbai, Wednesday, April 2022: Allied Blenders and Distillers Private Limited’s (ABD) premium offering, Sterling Reserve has won a Gold for its marketing campaign ‘Chase the Next’ in the Food and Beverage category at the DMAasia Createffect ECHO Awards 2021-22.

The DMAasia ECHO Awards brings as a jury, the best in advertising, marketing, and media management. This year, hundreds of campaigns from 75 plus businesses and over 30 agencies competed for recognition.

In ‘ECHO’, one of the most coveted marketing awards in the world, the judging is considered equally on strategy, creativity and results on campaigns that target the business-to-consumer audience to sell product in today’s digital data-driven ecosystem.

On winning the Award, ABD India’s Executive Deputy Chairman, Shekhar Ramamurthy said , “We are delighted for Sterling Reserve winning Gold at the prestigious DMAasia ECHO Awards’21-22, that celebrates and awards marketing excellence.  At Allied Blenders and Distillers (ABD), we keep the consumer at the centre of our thinking and deliver effectively. Sterling Reserve has been crafting innovative strategies to connect with young adults and this has resulted in the brand being one of the fastest growing globally.”

Sterling Reserve has constantly been creating engaging activations on multiple platforms to connect with its audiences.  Over the past few years, this has resulted in unique interventions like the Sterling Reserve Project – a content-led digital platform for music, comedy, and the performing arts; the Gaming Pack that leveraged the growing consumer interest in gaming and the Earth Edition – an effort to build on sustainability in packaging. The brand is committed to achieve its business objectives with more disruptive consumer-centric marketing interventions in the future as well.

About ABD:Allied Blenders and Distillers Private Limited (ABD) is the largest Indian spirits company and the 3rd largest IMFL company in the country. Its flagship brand, Officer’s Choice is one of the largest selling whiskies in the world in terms of volume, with a market share of 37 percent, and is one of the largest spirits brands exported out of India. ABD, reconstituted in 2008 from its earlier avatar of BDA, is a multi-brand company that produces and supplies alcoholic beverages with branded presence in the whisky, brandy, rum, and vodka categories that are sold in 20 countries. Today, its network includes 10 owned bottling units, 1 distilling unit and 22 non-owned manufacturing units.