Associated Alcohols Launches 'Kultur' Hard Seltzer in Madhya Pradesh

Associated Alcohols & Breweries Ltd has launched its new hard seltzer and ready-to-drink (RTD) product named "Kultur" in Madhya Pradesh. This launch marks the company's entry into India's rapidly growing hard seltzer and RTD market, aligning with its premiumization strategy and targeting Gen Z and millennial consumers. The product is available in five flavors across 330 ml cans and will be distributed through premium retail outlets and HoReCa channels. The company aims to leverage the increasing demand for convenient, flavorful, and lighter alcoholic beverages, with the hard seltzer market projected to grow over 10% CAGR and the RTD segment at nearly 18% CAGR. Madhya Pradesh was chosen as the debut market due to its growing urbanisation, higher disposable incomes, and a young, aspirational consumer base.