ABD re-launches Class as Class 21

ABD re-launches Class as Class 21

Allied Blenders and Distillers Pvt. ltd, India’s third largest and fastest growing spirits company, has recently unveiled a new identity for its regular-priced segment vodka brand, Class.

Rechristened as Class 21, the new name and identity embodies and connects with the spirit of today’s youth. With a unique, cutting-edge bottle to capture the imagination of hip and trendy consumers, Class 21 stands a class apart from other spirit brands in the category.

Says Deepak Roy, Executive Vice Chairman and CEO of ABD, “Class was re-launched as Class 21, to cater to the new, bold & irreverent youth of the country. Since, Vodka is mostly consumed by this segment; we realized that there was an opportunity to create a brand that reflects their attitudes and aspirations. “The name”, says Mr. Roy “was inspired by the magical and enviable age of 21. Those under 21, desire to be 21 so they can attain the freedom. Those above 21, wish they were 21 again. And those who are 21 wish it could last forever!!”

Adds Mr. Roy, “We have seamlessly integrated the brand name with the brand positioning, ‘Thank God for 21’.”

Class 21 aims to capture the eye of the consumers with its attention grabbing look and feel. Inspired by the idea of a well cut and well fitted suit, the bottle of Class 21 looks stylish, trendy and masculine. The logo uses the A in Class, to make a dynamic splash, which in turn creates facets which give the structure a unique dimension. Bold and very high on impact, the structure boasts clean lines and silhouettes, while the label enhances the beauty in the shape.

The new design; sophisticated and elegant strives to give the brand a unique language of being the best looking brand in the category thereby accentuating its presence in a competitive market and at the same time resonating in the mind of its audience. Class 21 now comes into being as “The drink of the 21^st century”.

Roopak Chaturvedi, Director, Sales & Marketing, ABD, feels “The new ad campaign too, reflects the attitude of the youth today and is sure to strike a chord with the consumer. The campaign has leveraged a strong insight and encapsulated it wonderfully in the slogan - “Thank God for 21”. The campaign highlights the fun, zestful side of being 21. It has showcased the youth, their lifestyle and celebrates the experience and joys of being at this cool age.”

With Class 21, ABD is trying to firmly establish its presence in the fast growing spirits business. ABD, today has evolved from a single-brand company to a company with an enviable portfolio of dynamic brands, serving diverse target segments. From being the 6th largest player only a couple of years ago to being the third largest player today, ABD under the helm/stewardship of Deepak Roy is now a force to reckon with and is on its way to achieve its vision of being the most admired spirits company 

For more information, please contact:

Atul Malikram

pr@atulmalikram.in