Allied Blenders and Distillers’ ICONiQ White Whisky has reached a sales figure of 2 million cases.
MUMBAI, June 24 (The CONNECT) – Allied Blenders and Distillers’ ICONiQ White Whisky has reached a sales figure of 2 million cases of 9 Litres each, despite current availability in 70% of the operational segment. Further market launches commence now, from April 2024.
With this, ABD has earned the rare distinction of being the only Spirits company in India with two millionaire brands launched in the past five years (CY18 – CY22). The company’s Sterling Reserve joined the ‘millionaire brand’ club in the very first full year of its launch (CY2018). It went on to earn the tag of the ‘world’s fastest-growing spirits brand’ in terms of cases sold in 2019. The brand breached the 5 million cases milestone in CY2022
The alcohol beverage industry terms a ‘millionaire brand’ as one that sells more than 1 million (10 lakh) cases of 9-litres each in a year.
ICONiQ White Whisky is a blend of imported Scotch malts aged in bourbon oak casks, blended with select matured malts and Indian grain spirits.
Alok Gupta, Managing Director at ABD India said, “Delighted to see our strategic focus on premiumization translate to success with ICONiQ White Whisky against a strong lineup of entrenched multinational brands. It strengthens our resolve to transition to super-premium segments.”
It underscores ABD’s understanding of consumer preferences and its capacity to deliver efficiently and effectively. The company has plans to expand to super-premium segments.
ICONiQ White is available in pack size of i.e., 750 ml, 375 ml,180 ml, 90ml.
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Bikram Basu, Chief Strategy & Marketing Officer, ABD said, “We are happy with the milestone of reaching 2 million cases in our first year. As we celebrate this success, we set our sights higher.”
Allied Blenders and Distillers Limited (ABDL) is the largest Indian-owned Indian-made (IMFL) company and the 3rd largest IMFL company in India, in terms of annual sales volume between Fiscal 2014 and Fiscal 2022. Its flagship brand, Officer’s Choice Whisky has been among the top selling whisky brands globally in terms of annual sales volumes between 2016 and 2019.
The Sterling Reserve brand and ICONiQ White Whisky, its premium, semi-premium and deluxe offerings respectively, are Millionaire Brands’ or brands that have sold over a million 9-litre cases in one year. The company has a portfolio that has presence in spirit categories of whisky, brandy, rum and vodka and as of August 31, 2023, the company has exported its products to 14 international markets.
As of August 31, 2023, its network includes 9 owned bottling units, 1 owned distillery and 23 non-owned manufacturing units.
