In an incredible feat of sorts, ICONiQ Whisky from the house of Allied Blenders and Distillers has created history by achieving a stunning sales volume. The brand has announced that the whisky sales has crossed a significant milestone of 10 lakh cases pa in Sep. ’23.
It is notable that the whisky was launched only in Sep. ’22 and that too in select markets across North and Eastern India. This is a rare achievement and Indian made whisky is now the talk of the town and the choice of preference for discerning alcobev enthusiasts.
Over the last few months, the branded whisky brand has entered larger markets with higher profit opportunities such as Maharashtra and Telangana.
ICONiQ Whisky was launched state by state, in a planned, sequenced stagger, in most parts of East and North India from Sep. ’22 onwards.
It’s 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.
Bikram Basu, Chief Strategy & Marketing Officer at ABD said on ICONiQ Whisky achieving 1 million cases, “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.”
Sterling Reserve Whisky achieved 50 lakh cases annually in 2022, which is followed by ICONiQ’s stupendous success in the market.
Other notable brands of ABD include Officer’s Choice which is ranked among the Top 3 Whisky brands by volume during 2022. Officers Choice sells over 40 lakh cases annually.
Allied Blenders and Distillers Limited is proposing, subject to receipt of requisite approvals, market conditions and other considerations, an initial public offering (IPO) of its equity shares and has filed a draft red herring prospectus dt. 27 Jun. ’22 (“DRHP”) with the Securities and Exchange Board of India (“SEBI”).
Allied Blenders and Distillers limited (ABD), has strengthened its leadership team with the appointment of Alok Gupta as the Managing Director of the Company.
Alok is a senior industry leader with over 35 years’ experience across industry verticals. He was formerly the Director of Cafe Coffee Day and led its massive expansion crossing 1,200+ cafes.
In the alcobev sector he has built many brands during his 13 years’ stint with United Spirits. Thereafter with the Essar Group, he has led businesses across a multitude of sectors, including retail, technology, and services.