One million cases produced by Iconiq Whiskey in a year

Allied Blenders and Distillers (ABD) confirmed that its recent launch of Iconiq Whisky has soared past the one million (ten lakh) cases milestone in September 2023, since launch in September 2022; despite being available so far only in states of North and East India.

19 Oct 2023 | By Disha Chakraborty

Large states for the segment, with significant profit pools like Maharashtra and Telangana, have joined the journey with market launches in the past few weeks.

Iconiq Whisky was launched state by state, in a planned, sequenced stagger, in most parts of East and North India from September 2022. Its 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.  These one million cases deliver on ABD setting pace to transit to a higher value portfolio in prestige and above segments.

Speaking of Iconiq Whisky achieving 1 million cases, Bikram Basu, chief strategy and marketing officer, ABD said, “Right at the time of the Iconiq launch we went on record to say that we are here with something very special, and here to win. I am confident that this is the start of many good things to come.”

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, at five million cases (2022), and with Iconiq Whisky. This sits with the global success of its Officer’s Choice franchise, which has again been ranked in the top three whiskies for volume in 2022.

The company now has four million-plus case selling brands (Nine litres per case) in its portfolio.

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