Iconiq whisky is the world’s fastest growing spirits brand

Allied Blenders’ Iconiq White has emerged as the world's fastest-growing spirits brand, according to The Millionaires Club Report 2024 by Drinks International. The report tracks the performance of spirits brands selling over one million 9-liter cases yearly.

Iconiq White Whisky, which is part of ‘prestige and above segment’ was launched in September 2022. It grew at 1500 percent Y-o-Y in 2023, making it the fastest-growing spirits brand globally. This phenomenal rise has surpassed the growth figures of major international and domestic labels.

The report not only showcases the dynamic and highly competitive nature of the global spirits market, with brands across various categories exhibiting remarkable momentum and impressive growth figures, but it also highlights how spirits companies are strategically responding to increasing consumer demand by introducing innovative products, implementing premiumisation strategies, and maintaining a keen focus on evolving consumer preferences by adapting to changing trends within the industry.