Associated Alcohols & Breweries has launched KULTUR Hard Seltzer in Madhya Pradesh, marking its entry into India's fast-growing hard seltzer and ready-to-drink (RTD) beverage segment. The launch aligns with the company's premiumisation strategy and focus on meeting the evolving preferences of Gen Z and millennial consumers.
Madhya Pradesh has emerged as a promising market for premium alcoholic beverages due to increasing urbanisation, higher disposable incomes, expanding nightlife, and a growing base of young, aspirational consumers in cities such as Indore, Bhopal, Gwalior, and Jabalpur. KULTUR Hard Seltzer is available in sleek 330 ml cans across five flavours-- Cranberry (bold and tangy with a crisp finish), Watermelon Mint (light, juicy, and refreshingly smooth), Mai Tai (tropical and vibrant with fruity citrus notes), Lemon (crisp, zesty, and easy-drinking), and Juniper Triple Sec (a more elevated citrus-botanical flavour profile)-- offering a refreshing and contemporary drinking experience designed for social occasions.
The company plans to distribute KULTUR through premium retail outlets and HoReCa channels, including hotels, restaurants, cafes, bars, and lounges, to enhance product visibility and encourage consumer trials. With its modern branding, bold flavours, and convenient format, KULTUR aims to establish itself as a distinctive lifestyle beverage for India's new generation of consumers.
Associated Alcohols & Breweries is one of the largest distilleries in India. The company is engaged in the business of bottling vodka and Scotch whisky for large reputed international brands.
