Allied Blenders sells 2 million cases of ICONiQ White whiskey

First year of launch – plans to expand to super-premium segments

ICONiQ White whiskey is available in pack size of 750 ml, 375 ml,180 ml, and 90ml

Allied Blenders and Distillers (ABD) has said its new ICONiQ White whiskey has reached a sales figure of two million cases of 9 liters in March 2024, despite current availability in 70% of the operational segment. Further market launch will commence from April 2024.

ICONiQ White whiskey is a blend of imported Scotch malts aged in bourbon oak casks, blended with select matured malts and Indian grain spirits.

Commenting on the occasion, Alok Gupta, managing director at ABD India said, “Delighted to see our strategic focus on premiumization translate to success with ICONiQ White whiskey against a strong lineup of entrenched multinational brands. It strengthens our resolve to transition to super-premium segments.”

Bikram Basu, chief strategy & marketing officer, ABD said, “We are happy with the milestone of reaching two million cases in our first year. As we celebrate this success, we set our sights higher.”

ICONiQ White is available in pack size of 750 ml, 375 ml,180 ml, 90ml.

Allied Blenders and Distillers Limited (ABDL) is the largest Indian-owned Indian-made (IMFL) company and the third largest IMFL company in India, in terms of annual sales volume between fiscal 2014 and fiscal 2022. 

Its flagship brand, Officer’s Choice whiskey has been among the top selling whiskey brands globally in terms of annual sales volumes between 2016 and 2019. The Sterling Reserve brand and ICONiQ White whiskey, its premium, semi-premium and deluxe offerings respectively, are millionaire brands or brands that have sold over a million 9-liter cases in one year. The company has a portfolio that has presence in spirit categories of whiskey, brandy, rum and vodka and as of August 31, 2023, it has exported its products to 14 international markets. As of August 31, 2023, its network includes nine owned bottling units, one owned distillery and 23 non-owned manufacturing units.

Allied Blenders and Distillers Limited is proposing, subject to receipt of requisite approvals, market conditions and other considerations, an initial public offering of its equity shares and has filed a draft red herring prospectus dated 15 January 15, 2024 with the Securities and Exchange Board of India.


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