Company Disclosure

Allied Blenders and Distillers Limited (ABD) has issued a regulatory filing under Regulation 30 of SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015, regarding a press release about the relaunch of its Officer's Choice Blue whisky brand.

Event Summary

ABD has unveiled a transformed avatar for its Officer's Choice Blue whisky brand, featuring premium packaging and a refreshed identity. The relaunch is designed to redefine the consumer experience in the Premium & Above (P&A) segment.

Product Details

The new packaging includes:

  • A sleeker, more sophisticated bottle structure
  • Transparent label with elegant matte gold foiling
  • "Trusted Since 1988" marker prominently embossed on the pack
  • Packaging designed by one of the top European firms

The whisky is blended with imported Scotch malts and matured in bourbon barrels.

Management Commentary

Mr. Amar Sinha, Managing Director of ABD, stated: "Officer's Choice Blue has been an integral part of our story for more than three decades. As the modern Indian consumer evolves, we believe their favourite brands should evolve with them. This relaunch is about bringing a renewed sense of pride, energy, and contemporary style to Officer's Choice Blue. The refreshed packaging has been developed to make the brand more contemporary and premium, while staying true to its core promise of quality and consistency. We believe this renewed identity will further strengthen the brand's relevance and support its next phase of growth."

Market Rollout Plan

The rollout will be implemented in a phased manner:

  • Beginning with Uttar Pradesh and Maharashtra
  • Followed by West Bengal, Odisha, Meghalaya and Haryana
  • More markets will be covered subsequently

Company Background

Allied Blenders and Distillers Limited is one of the leading spirits companies in India and the largest exporter in terms of volume with presence in 39 international markets. The company operates across five main categories: whisky, brandy, rum, vodka, and gin. Its portfolio includes flagship brands Officer's Choice, Sterling Reserve, and ICONiQ White. The company maintains a robust manufacturing footprint of 40 units including 9 owned bottling facilities, 2 owned distilleries, 1 owned PET bottle plant and 28 non-owned manufacturing units.