That last peg from the bottle of Officer’s Choice whisky that you just poured has probably helped set a sales record. Manufactured and marketed by India’s largest domestic alcobev company, Allied Blenders and Distillers (ABD), Officer’s Choice became the largest selling whisky in the world last year with its sales at the end of this sale year crossing 17.55 million cases. ABD has also created history with its sales touching 20 million cases in FY 2013 – a stupendous growth of 14% on the previous year.
ABD is one of the fastest-growing spirits company in India with a 25% growth over the last five years. This multi-brand company has almost all the categories in the spirits industry (whisky, rum, vodka and brandy).
Its portfolio of brands includes Officer’s Choice Whisky, Officer’s Choice Blue Whisky, Jolly Roger Rum, Kyron Premium Brandy, Lord & Master Brandy, Class 21 Vodka and Wodka Gorbatschow.
ABD’s flagship, Officer’s Choice Whisky, added a feather to its cap last year when its sales crossed 17.55 million cases, increasing its market share by 2% to reach 26% at an all India level. (Source: IWSR 2012)
Two Indian states – Maharashtra and Meghalaya – have also touched the million cases mark, taking the tally of states of having sales over one million to five.
“ABD is committed to continuously provide rewarding and fulfilling experiences to its consumers in India. Crossing the 20 million cases mark is a testament to our continuous efforts in engaging with our consumers on multiple levels. This landmark achievement is another step in our relentless pursuit to be the most admired spirits company,” said ABD Executive Vice Chairman and CEO, Deepak Roy.