Allied Blenders and Distillers recently launched its new whisky, ICONiQ White’, first in ABD MetaBar, the organisation’s presence in the Metaverse. It will subsequently be launched in the physical world in markets across India.

ICONiQ White is a delightful blend of imported Scotch malts aged in Bourbon oak casks, blended with select matured malt and finest Indian grain spirits. The fruity and nutty aromas of the blend complement its woody character.

ABD India forayed into the Metaverse with ABD MetaBar (https://abdmetabar.com/), an immersive virtual reality space providing consumers and enthusiasts with a differentiated experience of product discovery.

Optimised for both mobile and desktop usage, the MetaBar taps into the growing interest in the Metaverse, especially among the youth, and their willingness to experiment with novel digital activations.

Shekhar Ramamurthy, Executive Deputy Chairman of ABD said, “A core belief at ABD is to think differently. The launch of ICONiQ White in ABD MetaBar, ahead of its physical launch, gives consumers an opportunity to immerse with the brand before they experience it in stores. We believe this is the shape of things to come and ABD would like to lead that change.”

Bikram Basu, Chief Strategy and Marketing Officer at ABD, said “ICONiQ White is a contemporary whisky for blend, packaging and positioning. It will appeal to the young adult and plays in an affordable premium segment which has the largest pool of consumers today. We are here with something very special and here to win.”

Moving forward, the ABD MetaBar will evolve to allow for interactions with users and serve as a gateway for curated online experiences across consumer interest areas of fun, design, music, gaming and the performing arts.

ICONiQ White will be available in three pack sizes: 750 ml, 375 ml and 180 ml.