Ranveer Singh has sparked a wave of social media reactions after launching his new vodka brand, Rangeela, under ABD Maestro Pvt Ltd, the premium spirits arm of Allied Blenders & Distillers (ABD).
While fans celebrate his energetic and flamboyant move, some critics are questioning the apparent contradiction between his health-oriented ventures and his foray into the liquor business.
The buzz erupted after reports surfaced that Ranveer, who previously co-founded a protein wellness brand, SuperYou, is now backing a spirit. “Ek taraf protein becho, ek taraf vodka,” one user quipped. Another added, “This so called stars are to abuse the society, now launching another liquor to contaminate our youth.”
“This person is acting like a hero, promoting his health brand as a revolution for the youth of India and trying to be a Mahatma. Yet, at the same time, he’s selling vodka - talk about the biggest hypocrisy ever.”
Rangeela, described as a “contemporary Indian vodka,” is co-founded by Ranveer and he also serves as the Creative Partner for ABD Maestro.
“With RANGEELA Vodka, we are bringing something that celebrates the spirit of all of us. The universe of the brand is colourful, energetic and vibrant. We are creative, confident, and expressive. It’s for the ones who live life to the fullest and are unafraid to be seen, heard, and celebrated. … Rangeela is born out of this very spirit,” Ranveer Singh said.
Rangeela currently retails for Rs 2400 per 750 ml bottle in Maharashtra. Plans for wider distribution are underway, with a rollout lined up for Goa, West Bengal, and northern Indian markets.
Ranveer is not alone in this move. Several other Indian celebrities have recently ventured into the premium spirits market. His entry reflects a growing trend of Bollywood personalities tapping into the rising demand for artisan and luxury alcoholic beverages among younger audiences.
On the film front, Ranveer Singh is gearing up for the release of Dhurandhar. The action entertainer is slated to release in theatres on December 5.
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