Allied Blenders and Distillers forays into semi premium whisky segment

KOLKATA: Allied Blenders and Distillers forayed into the semi premium whisky segment with the Officer's Choice Blue brand. The country's third largest alcobev company plans to target this brand at the youth segment and the company expects it will consolidate its position in the market.

The brand is expected to garner a sizeable share for the company in the semi premium whisky segment which has seen a growth of 17%.

"Taking into account the aspirations and evolving tastes of our consumers, we are foraying into the semi-premium whisky segment. Our flagship brand, Officer's Choice, already enjoys a loyal consumer franchise which will now grow manifold," says Allied Blenders & Distillers executive vice chairman and CEO Deepak Roy.

The Officer's Choice Blue is an intricate blend of Scotch malts and select Indian grain spirits. It is targeted at the discerning youth of today who are progressive, stylish, confident and refined. The company says it has received positive response during test marketing in Assam and Maharashtra.

""In Assam, it has already become the second largest brand in the semi-premium segment within six months of test launch. This has strengthened our belief that in Officer's Choice Blue, we have an unique offering with a great blend, aspirational packaging and a competitive price point,"" said Roy.

Today, Allied Blenders and Distillers has evolved from being a single-brand company to one with an enviable portfolio of admirable brands, targeting diverse consumer segments.