Sterling Reserve

Sterling Reserve is a flagship Indian whisky brand from Allied Blenders & Distillers (ABD), introduced in 2017. Positioned in the premium yet accessible segment, it's crafted by blending imported Scotch malts with Indian grain neutral spirits. Known for its characteristic smoothness, the brand primarily features two popular expressions: Sterling Reserve B7 (Blend 7) and Sterling Reserve B10 (Blend 10). B7 is celebrated for its easy-drinking smoothness, while B10 offers a more complex profile with distinct notes of peat. The brand has enjoyed remarkable market success, appealing to consumers looking for a modern, quality whisky experience at a competitive price point.  

The story of Sterling Reserve is one of strategic market entry and rapid success. Allied Blenders & Distillers identified a gap in the Indian market for a premium-feeling whisky that was still accessible. Launched in 2017, the brand was built on the concept of blending quality imported Scotch malts with Indian grain spirits to achieve exceptional smoothness. The name "Sterling" evokes quality and value. The variants B7 and B10 were introduced simultaneously, offering choice within the brand. Its marketing often focuses on aspiration and achievement ("Chase The Next"). Sterling Reserve struck a chord with Indian consumers, becoming one of the fastest brands to reach the million-case sales mark within its first year, solidifying its position as a major player in the Indian Made Foreign Liquor (IMFL) category.  

• Nose: Mild and fruity, hints of malt, touch of sweetness, perhaps vanilla and subtle oak.
• Palate: Very smooth and mellow. Light-bodied with notes of fruit, honey, and a gentle malty character. Easy to drink.

Neat: Sip slowly to appreciate the inherent flavours, especially recommended for B10 to catch the peat notes. On the Rocks: A couple of ice cubes can mellow the whisky and make it refreshing without diluting it too much initially. Suitable for both B7 and B10. With a Splash of Water: Adding a few drops of still water can open up the aromas and soften the palate, particularly for B10. With Mixers: B7's smoothness makes it very suitable for mixing with soda, cola, or ginger ale for a simple highball. In Cocktails: Can be used as a base for simple whisky cocktails like a Whisky Sour or Old Fashioned, though its distinct profile might differ from traditional Scotch/Bourbon recipes.

• Light snacks: Salted nuts, mild cheese platters, non-spicy crackers.
• Indian appetizers: Paneer tikka (mild), vegetable pakoras, mild chicken kebabs.

• Exceptional Smoothness: Crafted through careful blending for an easy and pleasant drinking experience.
• Quality Ingredients: Uses imported Scotch malts blended with select Indian grain spirits.
• Premium Yet Accessible: Offers a premium whisky experience at a competitive price point.
• Choice of Blends: Provides options with B7 (smooth) and B10 (richer, peated) to suit different preferences.
• Modern Appeal: A contemporary brand resonating with aspirational consumers.

Sterling Reserve is a highly successful Indian whisky brand that delivers well on its promise of smoothness and accessible quality. It represents excellent value within the Indian market's premium segment. The B7 is a great choice for those seeking an easy-drinking, smooth whisky, perfect for casual sipping or mixing. The B10 offers a step up in complexity with added peat smoke, catering to those who enjoy a bit more character. While not comparable to aged single malts, Sterling Reserve provides a satisfying and popular whisky experience tailored to the Indian palate and market.   Sources and related content