ICONiQ White Whisky reaches 2 million cases

Allied Blenders and Distillers (ABD) has confirmed that its new ICONiQ White Whisky has reached a sales figure of 2 million cases of 9 litres each in March 2024, despite current availability in only 70 percent of its operational segment. Further market launches of the product will commence from April 2024.

ICONiQ White Whisky is a blend of imported Scotch malts aged in bourbon oak casks, blended with select matured malts and Indian grain spirits. It underscores ABD's understanding of consumer preferences and its capacity to deliver efficiently and effectively. The company has further plans to expand to super-premium segments.

Commenting on the occasion, Alok Gupta, Managing Director at ABD India said, “Delighted to see our strategic focus on premiumisation translate to success with ICONiQ White Whisky against a strong lineup of entrenched multinational brands. It strengthens our resolve to transition to super-premium segments."

Bikram Basu, Chief Strategy & Marketing Officer, ABD said, “We are happy with the milestone of reaching 2 million cases in our first year. As we celebrate this success, we set our sights higher.”