New Delhi, Sep 5 (PTI) Liquor maker Allied Blenders and Distillers has partnered with Bollywood star Ranveer Singh to start a new business venture to offer a portfolio of premium brands.

The board of Allied Blenders and Distillers Ltd (ABDL) has approved the formation of the new venture on Wednesday, said a statement from the company.

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"The creation of this would mark a strategic move for ABDL, allowing the new venture to focus on the exciting world of luxury spirits, while retaining the existing core brands in ABDL itself," said a joint statement

With Indians drinking better and trending to luxury products, this business is set to make a significant impact.

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"The entity will launch its own brands, partner with promising Indian start-ups, work with major international brands, and use the strong ABDL sales and manufacturing networks with clear go-to-market strategies," it said.

ABDL Managing Director Alok Gupta said: "This new venture, with the major impact personality like Ranveer Singh, represents our commitment to bring together simply the best. With him as our business partner and a creative mentor, we are confident that our luxury products will resonate with consumers".

(The above story is verified and authored by Press Trust of India (PTI) staff. PTI, India’s premier news agency, employs more than 400 journalists and 500 stringers to cover almost every district and small town in India.. The views appearing in the above post do not reflect the opinions of LatestLY)