Officer’s Choice maker looks to acquire 2-3 new brands in 2025-26

Subscribe to enjoy similar stories. NEW DELHI : Allied Blenders and Distillers Ltd (ABD) is betting on high-quality spirits to beat the stagnancy in the Indian liquor market and drive future growth. The liquor maker, known for brands like Officer’s Choice, plans to add two to three new brands over the next fiscal year, with an aim to increase the share of its "prestige-and-above" segments from 42% to 50%, its managing director Alok Gupta told Mint.

The luxury spirits segment—comprising 3% of the 410 million cases sold in 2024—accounts for over 20% of the alcobev industry's profits, according to data from the sector-specific consultancy IWSR. Allied Blenders expects this market to expand further as a section of its consumers continue to favour high-quality products. Gupta said that though the Indian liquor market is in a wait-and-watch phase due to a slowdown in demand, premium and luxury spirits continue to grow.

"The consumption has been impacted, largely due to what's happening in the macroeconomic space. It is a bit of a wait-and-watch situation, with the prestige-and-above segments, including semi-luxury and luxury, seeing growth, but others expected to see some short-term impact. There may be some shift in consumer sentiment, but it's not that they are walking away from the category," he said.

Indian-made foreign liquor (IMFL) is categorized under popular, prestige, premium, and luxury segments. While three brands—Officer's Choice Blue, Sterling Reserve B7, and Iconiq White—will drive the company's volume growth, other businesses will add value. The company is adopting a multi-pronged strategy to build, buy, and partner with other businesses to strengthen its premium-to-luxury offerings.