Allied Blenders and Distillers Ltd. (ABD) has attained a remarkable feat by introducing two millionaire brands in the last five years (CY18 – CY22). Both Sterling Reserve Whisky and ICONiQ Whisky, operating in the Prestige and Above segments, have become cornerstones of profitable growth.
In the world of alcoholic beverages, a ‘millionaire brand’ is defined as one that sells more than 1 million (10 lahks) cases of 9 liters each in a single year. Sterling Reserve swiftly joined this prestigious club in its very first full year of launch (CY2018) and went on to achieve the distinction of being the ‘world’s fastest-growing spirits brand’ in terms of cases sold in 2019*. The brand further exceeded the 5 million cases milestone in CY2022
ABD has announced that ICONiQ Whisky, introduced from September 2022 onwards, reached the significant milestone of 1 million cases by September 2023. These accomplishments demonstrate ABD’s keen understanding of consumer preferences and its ability to deliver efficiently and effectively. It positions ABD to transition towards a higher-value portfolio and extend its presence in the super-premium and luxury segments.
ABD’s flagship brand, Officer’s Choice, continued its strong performance in CY2022, maintaining its position among the top three best-selling whisky brands globally. With these achievements, the company now boasts four millionaire brands in its impressive portfolio.
Commenting on the success of Sterling Reserve and ICONiQ Whisky, Bikram Basu, Chief Strategy & Marketing Officer, stated, “At ABD, we firmly believe in our ideas, skills, mindset, and experience to be the best. We have allowed our brands to speak for themselves in the market, aligning with consumer preferences. Our extensive distribution network and agile manufacturing capabilities enable us to respond promptly to market successes. We extend our gratitude to all our valued business partners for their unwavering and consistent support. The performance of Sterling Reserve and ICONiQ Whiskies positions us to succeed in higher-margin businesses within the Prestige and Above segments.”
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