Sterling Reserve has firmly established itself as one of India’s fastest-growing premium whisky brands. Produced by Allied Blenders and Distillers (ABD), the label speaks directly to young, upwardly mobile drinkers through its bold “Chase the Next” philosophy.
Launched as a modern alternative to traditional Indian whiskies, Sterling Reserve blends imported Scotch malts with premium Indian grain spirits to create a smoother, more international-style profile. The brand operates on two clear pillars:
- B7 – the everyday premium expression, light, smooth, and approachable
- B10 – the elevated version, matured in selected oak casks for deeper color and richer flavor
Thanks to sharp branding, consistent quality, and competitive pricing, Sterling Reserve has become one of the world’s fastest-growing “millionaire” whisky brands.
Sterling Reserve State-wise Price List in India
Prices below are for 750 ml bottles. Smaller sizes (180 ml / 375 ml) are widely available in North and East India but less common in premium metro outlets.
| State / City | Sterling Reserve B7 (₹) | Sterling Reserve B10 (₹) |
| Goa | 450 – 520 | 650 – 720 |
| Delhi | 680 – 750 | 980 – 1,100 |
| Gurgaon (Haryana) | 620 – 680 | 850 – 950 |
| Uttar Pradesh (Noida/Lucknow) | ~720 | ~1,050 |
| Kolkata (West Bengal) | 850 – 950 | 1,250 – 1,400 |
| Mumbai (Maharashtra) | 1,050 – 1,150 | 1,650 – 1,800 |
| Pune (Maharashtra) | 1,020 – 1,120 | 1,600 – 1,750 |
| Bangalore (Karnataka) | 1,150 – 1,300 | 1,850 – 2,100 |
| Hyderabad (Telangana) | 820 – 900 | 1,250 – 1,400 |
| Jaipur (Rajasthan) | 760 – 840 | 1,100 – 1,250 |
| Chandigarh | 700 – 760 | 1,020 – 1,150 |
| Punjab (Mohali/Ludhiana) | 740 – 820 | 1,080 – 1,220 |
| Assam (Guwahati) | 780 – 860 | 1,150 – 1,300 |
| Odisha (Bhubaneswar) | 760 – 840 | 1,120 – 1,260 |
| Kerala | 880 – 980 | 1,350 – 1,550 |
- Cheapest market: Goa
- Most expensive: Bangalore & Mumbai
Brand Identity & Market Position in 2026
B7 – the volume driver
Sterling Reserve B7 is chill-filtered for consistency and smoothness. It’s aimed at the “everyday premium” drinker who wants Scotch-like character without paying imported prices.
B10 – the step-up experience
B10 is matured in charred oak barrels, giving it a deeper amber color and richer mouthfeel. In 2026, it directly competes with Blenders Pride Reserve and Signature Premier.
TCS impact
The new 2% TCS has been most noticeable in Maharashtra and Karnataka, where retailers often round prices upward during annual excise revisions.
Taste Profile
B7
- Nose: Light fruit, soft grain sweetness
- Palate: Mellow and easy, slightly sweet
- Finish: Clean and short
B10
- Nose: Honey, vanilla, toasted oak
- Palate: Rich and velvety with nutty notes
- Finish: Longer, warm, oaky aftertaste
FAQs – Sterling Reserve Whisky (2026)
Q: What do B7 and B10 mean?
A: They are blend identifiers — not age statements. B10 is the more premium, oak-forward blend.
Q: Who owns Sterling Reserve?
A: It’s a flagship brand of Allied Blenders and Distillers, makers of Officer’s Choice.
Q: Is it better than Royal Stag?
A: Sterling Reserve B7 directly competes with Royal Stag. Many younger drinkers prefer Sterling Reserve for its modern styling and slightly sweeter grain profile.
Q: Alcohol percentage?
A: Both B7 and B10 are bottled at 42.8% ABV, the Indian standard.
Q: How do I check if my bottle is genuine?
A: Look for the textured premium label and “Chase the Next” branding. Always scan the state excise QR code on the cap to verify authenticity and batch details.
Overall, in 2026 Sterling Reserve remains one of the strongest value picks in India’s semi-premium space. B7 is perfect for regular drinking, while B10 offers a noticeable upgrade for those who want a richer, oakier experience — without jumping to expensive Scotch.