Officer’s Choice crafts new positioning

The new brand positioning says it all – Jo Smooth Vahi Officer. Officer’s Choice, the leading mass premium whisky brand, has always enjoyed the spotlight. Since its debut in 1988, Officer’s Choice whisky has been the toast of choice for all occasions.

Since the beginning, the brand – Officer’s Choice has been standing for righteousness, always displaying the courage to stand up for what is right and inspiring its consumers to reflect officer like qualities in every walk of life; thus awakening the officer within them.

It is this branding of Officer’s Choice that has ensured that it has maintained its crown as the world’s largest selling whisky for six years in a row – from 2014 to 2019. 2014 was the year that showed a glimpse of what lay ahead – a sale of 28.2 million cases - which made it the world’s top selling whisky brand. Officer’s Choice remains the market leader in key whisky consuming states in India including Telangana, West Bengal, Assam, Madhya Pradesh, Maharashtra and Rajasthan while also having a loyal international following.

In 2011, Officer’s Choice knew the time was right to enter the deluxe segment. With the intent of premiumising the brand Officer’s Choice and creating its place in the deluxe whisky segment, Officer’s Choice Blue whisky was launched. Made with imported Scotch malts and matured for the perfect amount of time in American bourbon barrels, Officer’s Choice Blue is made from the finest grains and is crafted by master blenders for the smoothest finish.

Officer’s Choice Blue has won numerous rewards in terms of sales, superior taste and accolades since the time of its launch. Within four years of its launch, the brand crossed 8 million cases in sales and continues to grow from stride to stride. Officer’s Choice Blue whisky is among the top three brands in the deluxe whisky segment.

Officer’s Choice, the master-brand, underwent a re-launch this year to strengthen the overall leadership position and to appeal to today’s youth. The brand narrative further communicates to the youth of today who are passionate about their professions and tasting success at every stage.

The key product and theme visuals embody the brand narrative eloquently. The new TVC campaign showcasing the above narrative was released alongside Pro Kabaddi League 2021, where Officer’s Choice was an associate sponsor. The brand communication was showcased in every match with appropriate branding in the stadiums and special segments for additional focused brand identification like Smooth Player of the Day and Week. Apart from PKL, the brand campaign was also present across key national and regional channels. The latest brand campaign has been welcomed across the country.

The blend has also been further spruced up and for the first time in the mass-premium segment Officer’s Choice offers “Scotch” in its blend which gives the consumers an enhanced smooth experience with every sip of their favourite whisky.