ABD Maestro has extended its Rangeela Vodka range with two new Indian inspired flavours; Jhatpat Jamun and Kala Khatta. These are inspired by the popular street side drinks and gola stalls so the flavours are very much in keeping with the traditional sweet, tangy and spicy profile of the drinks you'd find in India.
The new Rangeela Vodka flavours are part of the company's broader effort to bring distinctly Indian flavours to modern spirits. Bollywood star Ranveer Singh (co-founder and Creative Partner at ABD Maestro) is also linked to the brand. The two new variants have launched initially in Maharashtra with plans to roll them out across the rest of India.
Rangeela Jhatpat Jamun Vodka is inspired by the sweet, tangy flavor of the jamun (Indian blackberry) fruit, which is normally eaten with salt and spices. It has the fragrance of fresh garden mint and the characteristic sweet/tart fruit flavour of the jamun. A gentle heat from a mild chilli develops on the finish.
Rangeela Kala Khatta Vodka recreates the flavours of the popular roadside kala khatta gola. It has bright lemon aromas, followed by tangy tamarind and sweet sour on the palate. ABD Maestro state both expressions are triple distilled and platinum chill filtered. They are intended to be served chilled or used in cocktails.
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Rangeela Jhatpat Jamun starts at INR 625 for the 180ml bottle and the 750ml bottle is priced at INR 2,500. Rangeela Kala Khatta is priced the same way in Maharashtra with both variants available at the same price.
With these launches ABD Maestro is positioning Rangeela in the super-premium flavoured vodka segment in India. Rather than going with the usual fruit flavours you'd expect, they've gone for combinations that are essentially Indian street food and Indian regional flavours. The idea is to appeal to the consumer who is looking for a familiar flavour in a premium spirit.
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Both Rangeela Vodka variants, Jhatpat Jamun and Rangeela Kala Khatta Vodka are currently available in Maharashtra (making it the first market for the new expressions). Anyone looking to buy the Rangeela's new ranges can check with the licensed liquor retailers in the state (though the company has not published a definitive list of retailers).
ABD Maestro has also announced their intention to launch the variants in Goa, Haryana and Uttar Pradesh. No specific dates for these launches have been announced. Prices could well be different in each state due to the variation in state excise and alcohol pricing.
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The information presented in this article has been sourced from the official launch announcement and additional industry reports covering Rangeela Vodka's two new flavors, Jhatpat Jamun and Kala Khatta. These references provide details on the flavor profiles, production, pricing, initial availability in Maharashtra, and the brand's plans for expansion into other markets.
The launch of Jhatpat Jamun and Kala Khatta is another addition to the range of premium spirits in India that are inspired by the local. By taking well known flavours from the roadside gola stall and the Indian fruit basket and rebranding them as a vodka, Rangeela is giving those very familiar tastes a new identity in the category.
For ABD Maestro the expansion is also an indication of a wider product innovation and premiumisation strategy. As the two variants enter more states, the reactions they receive will be a good indicator of how well consumers respond to the Indian street food concept in a premium vodka.
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