ABD makes a strong shift to prestige and above, higher margin segments, ICONiQ Whisky cross 1 million cases
Allied Blenders and Distillers (ABD) said its recent launch of ICONiQ Whisky crossed the 1 million cases mark, a year after its launch despite being sold so far only in states of North and East India. The country's third largest distiller recently launched the brand in large states for the segment, with significant profit pools like Maharashtra and Telangana
The product blend of imported Scotch malts aged in bourbon oak casks, with matured malts and Indian grain spirits has gained strong consumer equity in markets it has been introduced, said the company.
The launch was part of ABD's attempt to focus on higher value portfolios in prestige and above segments.
“Right at the time of the ICONiQ launch we went on record to say that ‘we are here with something very special, and here to win.’ I am confident that this is the start of many good things to come,” said Bikram Basu, chief strategy and marketing Officer at ABD.
Within 5 years, ABD India has delivered two runaway successes with millionaire brands in key and competitive segments of the industry, first with Sterling Reserve Whisky, now at 5 million cases (2022), and with ICONiQ Whisky. This sits with Officer’s Choice franchise, which has again been ranked in the top three whiskies for volume in 2022.
The company now has 4 million-plus case selling brands (9 Litres per case) in its portfolio.
The largest homegrown liquor company had sales of Rs Rs7,196 crore in FY22 when it sold 28.62 million cases of alcohol and had a market share of 7.4% in the IMFL (India made foreign liquor) market.
ABD portfolio includes one of the world's biggest selling whiskey, Officer's Choice, Jolly Roger Rum and Kyron brandy among others. Over the last year, it launched a slew of premium
