AABL launches KULTUR hard seltzer in Madhya Pradesh
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Associated Alcohols and Breweries (AABL) launched KULTUR, a hard seltzer, in Madhya Pradesh on June 26, 2026. It comes in 330 ml cans across five flavours, targeting Gen Z and millennial consumers. Distribution will be through premium retail outlets and HoReCa channels like hotels, restaurants, cafes, bars and lounges. India's hard seltzer market is expected to grow at over 10 percent CAGR and the broader RTD segment at nearly 18 percent CAGR. The launch is part of AABL premiumisation strategy to diversify its premium portfolio beyond ENA, IMFL and IMIL.
Positive for long-term growth story; entry into fast-growing premium segment diversifies revenue, though near-term financial impact is likely modest.