Restaurant India News: AABL Expands to Odisha, Strengthening Presence Across 13 States

Associated Alcohols & Breweries Limited (AABL), the flagship alco-beverage company of the Associated Kedia Group, has announced its entry into Odisha, extending its market presence to 13 states across India. The move forms part of the company's broader expansion strategy focused on high-growth alcohol markets and premium spirits consumption.

Odisha has emerged as a key market for the alco-beverage industry, supported by consumption levels that remain above the national average and increasing demand across major urban centres including Bhubaneswar, Cuttack, Rourkela and Sambalpur. Industry growth in the state is being driven by urbanisation, rising disposable incomes and growing consumer preference for premium products.

The company's entry also coincides with the implementation of Odisha's new three-year excise policy, which is expected to provide greater regulatory clarity and operational stability for organised alcohol manufacturers and distributors.

As part of its launch strategy, AABL will introduce a portfolio of brands including Nicobar Gin, Hillfort Whisky, Titanium Vodka and Central Province Whisky, along with flavoured variants. The company plans to leverage the Odisha market to further strengthen its premiumisation strategy while expanding distribution and consumer reach.

Tushar Bhandari, Whole Time Director, Associated Alcohols & Breweries Limited, said, "Odisha represents an important strategic milestone in AABL’s growth journey. The state offers tremendous long-term potential, supported by consumption trends above the national average, rising urban demand, and a growing shift towards premium spirits. Backed by the new excise policy framework, we are confident of building a strong presence in the region while accelerating our premiumisation agenda and delivering high-quality products aligned with evolving consumer preferences."

The company has commenced operations through partnerships with distributors, promoters and retail stakeholders across the state. A phased rollout strategy has been planned to support market penetration and supply chain efficiency. According to the company, its products will be available across 1109 retail outlets as well as selected HoReCa channels in Odisha.

AABL currently operates a portfolio of seven proprietary brands, including Central Province Whisky, Titanium Triple Distilled Vodka, James McGill Whisky, Nicobar Gin and Hillfort Whisky. In addition, the company manufactures and markets several established brands under licensing arrangements, including Bagpiper Whisky, McDowell’s No.1 Celebration Rum, White Mischief Vodka, Blue Riband Gin and Director’s Special Black.

The Odisha expansion reflects a broader trend within India's alco-beverage industry, where producers are increasingly focusing on emerging regional markets with strong premiumisation potential. For AABL, the state's growing urban consumer base and evolving retail landscape present an opportunity to strengthen its position within India's competitive spirits market while supporting long-term growth objectives.