The largest Indian-owned spirits company shifts gear to better margin segments
Allied Blenders and Distillers Ltd. (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). Both Sterling Reserve Whisky and ICONiQ Whisky
operate in the Prestige and Above segments, and they form the core for
profitable growth.
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.
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**.
(Source: *Drinks International Millionaire’s Club Report 2020; ** Drinks International Millionaire's Club
Report 2023)
ABD recently confirmed that ICONiQ Whisky, which launched September 2022
onwards, crossed the 1 million cases milestone in September 2023.
These successes, show ABD’s ability to understand consumers, and deliver
efficiently and effectively. It sets pace for ABD to transit to a higher value
portfolio and build further for super-premium and luxury segments.
ABD's flagship brand, Officer's Choice continued its run in CY2022 to be amongst
the 3 top-selling whisky brands globally. The company now has 4 millionaire
brands in its portfolio.
Commenting on the successes behind Sterling Reserve and ICONiQ Whisky,
Bikram Basu, Chief Strategy & Marketing Officer said, ‘At ABD, we believe we
have the ideas, skills, mindset, and experience to be the best. We’ve let our
brands do the talking in the market with the consumer. Our pan-India distribution
strength and manufacturing footprint allows us to pivot quickly as we see success.
We are grateful to all our business partners for their unstinted and consistent
support. The performance of Sterling Reserve and ICONiQ Whiskies will help us
deliver on a higher margin business in Prestige and Above segments.’
