Sales of ICONiQ Whisky soar beyond million cases

Allied Blenders and Distillers (ABD) has confirmed that its recent launch of ICONiQ Whisky has soared past the 1 million (10 lakh) cases milestone in September 2023, since its launch in September 2022.

This is despite the fact that the product is available so far only in states of North and East India. ICONiQ Whisky was launched state by state, in a planned, sequenced manner, in most parts of East and North India from September 2022. The success of ICONiQ Whisky reflects Allied Blenders and Distillers' shift towards prestige and above, higher margin segments.

The product’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.

Within five years, ABD India has delivered two runaway successes with millionaire brands in key and competitive segments of the industry, first with Sterling Reserve Whisky, now at five million cases (2022), and now with ICONiQ Whisky. This sits with the global success of its Officer’s Choice franchise, which has again been ranked in the Top 3 whiskies for volume in 2022. The company now has 4 million-plus case selling brands (9 litres per case) in its portfolio.