Budweiser Magnum Whiskey and Lovebirds come together to create limited-edition pieces for the modern woman

The collaboration between the two brands embodies inclusivity, functionality and new  

The rise of collaborations between lifestyle labels has become a significant trend in recent years, with brands exploring unexpected partnerships to create distinct experiences and offerings for discerning customers. 

By integrating elements of fashion, art and design, these brands provide their clientele with an intimate understanding of the very attributes that define them. In the case of Magnum Whiskey, their recent collaboration with Indian fashion label Lovebirds redefines the essence of a spirits company that captivates the contemporary connoisseur. 

The whiskey category has largely remained a traditional one, predominantly catering to male consumers. However, Budweiser is determined to shake things up and infuse this space, making it more inclusive and young. 

Their recent launch of Magnum Double Barrel Whiskey is a testament to this. With its origins in India, it is the first-ever whiskey launched by Budweiser, for a new generation of whiskey enthusiasts who seek to challenge conventional consumption norms. To achieve a harmonious balance, this is a combination of the finest aspects of two distinct regions: the rich, sweet corn-distilled whiskey from Kentucky, USA and the fruity nuances of the Indian Single Malt. The result is a sublime fusion with a bold and creamy finish. 

Shattering the stereotype of whiskey being a man's drink by featuring women at the forefront of the brand, Magnum DB Whiskey’s Cultural Exchange is the convergence of two distinct worlds, united in the pursuit of creating something extraordinary. 

The Lovebirds aesthetic aligns seamlessly with Magnum Whiskey's tagline, "Make new happen." The designers Amrita Khanna and Gursi Singh explain, "With our every garment, we push the boundaries of conventional womenswear by combining our initial inspirations from nature and architecture with our core values of functionality, timelessness and modernity." The collaboration features limited edition tote bags and a classic white shirt that embody the shared ethos of the two brands: inclusivity, functionality and new. 

"All our collaborations act as symbiotic relations; both justify each other’s presence in the creation of an immersive experience,” the designers explain, adding that the hope that the Lovebirds x Magnum collaboration will push people to make unexpected choices, to create something unheard of. 

For Magnum, this partnership represents an extension of their own ethos of facilitating meaningful, culture-shaping dialogues. "Amrita Khanna exemplifies the modern woman that Magnum Double Barrel caters to, with an unwavering focus on reinventing the established norms for whiskey and rendering the spirit inclusive, adventurous and vivacious—a vision that resonates with Lovebirds' own," declares Shiba Bhutani, Associate Director, Budweiser. “We knew immediately what direction we had to take to design the bags and shirt that would do justice to the collaboration. The bags had to be designed as an enabler to the lifestyle of the modern woman unhindered,” says Khanna. “For the shirt, we wanted to work with a silhouette that bridges the dichotomy between stark boldness and feminine sophistication. The classic white shirt—a strong statement maker, accentuated with slits on the sleeves, baring the shoulders to add playfulness made just the right choice for Magnum Whiskey."

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