Officer's Choice Blue to sell over a million cases in eastern markets

KOLKATA: Allied Blenders and Distillers (ABD) on Thursday said its semi-premium whisky brand, Officer's Choice Blue, is poised to cross well over a million cases in the eastern markets within a year of launch.

The company said while the alcobev industry in the East is showing a growth of 6%, ABD's alcobev portfolio in the East is growing much faster at 19% over the same period.

While the total whisky market nationally is growing at 3%, the growth in East is at 7%. Similarly, the semi-premium whisky market nationally is growing by 15% but in the East, it is growing at 26%. The contribution of East to the semi-premium whisky industry has been steadily increasing over the last few years from 13% in FY '09 to 20% as last year.

""Officer's Choice Blue is already number one or two in most of the states in the East where we have launched the brand,"" said Lokesh Saran, zonal head (East) at ABD. The brand has associated with singer Mika Singh for promotion.