Associated Alcohols inches up on launching KULTUR Hard Seltzer in Madhya Pradesh
Associated Alcohols & Breweries is currently trading at Rs. 859.80, up by 0.40 points or 0.05% from its previous closing of Rs. 859.40 on the BSE.
The scrip opened at Rs. 864.65 and has touched a high and low of Rs. 872.05 and Rs. 846.05 respectively. So far 1012 shares were traded on the counter.
The BSE group 'B' stock of face value Rs. 10 has touched a 52 week high of Rs. 1275.45 on 03-Nov-2025 and a 52 week low of Rs. 663.40 on 30-Mar-2026.
Last one week high and low of the scrip stood at Rs. 872.05 and Rs. 830.80 respectively. The current market cap of the company is Rs. 1726.71 crore.
The promoters holding in the company stood at 62.35%, while Institutions and Non-Institutions held 1.27% and 36.37% respectively.
Associated Alcohols & Breweries has launched KULTUR Hard Seltzer in Madhya Pradesh, marking its entry into India's fast-growing hard seltzer and ready-to-drink (RTD) beverage segment. The launch aligns with the company's premiumisation strategy and focus on meeting the evolving preferences of Gen Z and millennial consumers.
Madhya Pradesh has emerged as a promising market for premium alcoholic beverages due to increasing urbanisation, higher disposable incomes, expanding nightlife, and a growing base of young, aspirational consumers in cities such as Indore, Bhopal, Gwalior, and Jabalpur. KULTUR Hard Seltzer is available in sleek 330 ml cans across five flavours-- Cranberry (bold and tangy with a crisp finish), Watermelon Mint (light, juicy, and refreshingly smooth), Mai Tai (tropical and vibrant with fruity citrus notes), Lemon (crisp, zesty, and easy-drinking), and Juniper Triple Sec (a more elevated citrus-botanical flavour profile)-- offering a refreshing and contemporary drinking experience designed for social occasions.
The company plans to distribute KULTUR through premium retail outlets and HoReCa channels, including hotels, restaurants, cafes, bars, and lounges, to enhance product visibility and encourage consumer trials. With its modern branding, bold flavours, and convenient format, KULTUR aims to establish itself as a distinctive lifestyle beverage for India's new generation of consumers.
