Launch of CENTRAL PROVINCE VODKA A Spirit of Distinction
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Associated Alcohols & Breweries Ltd. (AABL) has launched a new vodka brand called 'Central Province Vodka' (CP Vodka) on 20th May 2025. The vodka is triple-distilled from premium grains and comes in three flavours: Ultra (Classic Plain), Luscious Orange, and Refreshing Green Apple. It is positioned in the mid-segment but marketed as a premium experience, available in four sizes (750ml at ₹705, 375ml at ₹354, 180ml at ₹170, 90ml at ₹86) with a uniform ex-distillery price of ₹1,194. The product has debuted in Madhya Pradesh and will expand to Maharashtra and Delhi. AABL is an established liquor maker with 16 million cases annual capacity, operating across five states including MP, Kerala, Delhi, West Bengal, and Chhattisgarh.
This is a positive product diversification move that strengthens AABL's presence in the growing white spirits segment, potentially boosting future revenues and market share. The phased rollout across MP, Maharashtra, and Delhi suggests a measured expansion strategy, though the actual financial impact will depend on consumer reception and distribution success.