Allied Blenders Expands ICONiQ Winter Whisky to New Markets

Allied Blenders and Distillers Limited has announced the expansion of its ICONiQ WINTER International Grain Whisky to new territories, specifically Uttar Pradesh and Haryana. This expansion follows a successful consumer response in Maharashtra. The company has positioned ICONiQ WINTER as India’s first whisky designed specifically for the winter months, incorporating a blend of spices and select Scotch malts.

The financial terms of the expansion include the pricing of ICONiQ WINTER in the new markets. In Uttar Pradesh, the whisky is priced at ₹620 for a 750 ml bottle and ₹160 for a 180 ml bottle. In Haryana, the pricing is set at ₹570 for a 750 ml bottle and ₹170 for a 180 ml bottle. The brand has achieved significant growth, doubling its volumes and market share in the prestige whisky category. In Uttar Pradesh, ICONiQ has become the second-largest brand, having crossed 1 million cases within the first five months of the financial year.

The operational scope of this expansion involves the distribution of ICONiQ WINTER across leading outlets in the newly targeted states. The whisky is crafted to complement the northern chill and festive warmth, featuring a blend of spices such as cinnamon, clove, nutmeg, pepper, cardamom, and ginger, combined with select Scotch malts and Indian grain spirits. Aged in Bourbon Oak Casks, the whisky offers a rich, smooth profile with toasted notes and a lingering finish.

In the context of the market, Allied Blenders and Distillers Limited is recognized as India’s largest domestic spirits company by volume. The company has a diverse portfolio that includes whisky, brandy, rum, vodka, and gin. ICONiQ WINTER’s expansion into Uttar Pradesh and Haryana aligns with the company’s strategy to innovate and redefine the whisky experience in India, particularly during the festive winter season.

The timeline for the expansion has not been explicitly stated in the filing. However, the company has already made the product available in the new markets, indicating that the implementation phase is underway. The expansion is part of Allied Blenders and Distillers Limited’s ongoing efforts to strengthen its presence in North India and lead innovation in the Indian whisky landscape.

Allied Blenders and Distillers Limited is a prominent player in the Indian spirits industry, known for its extensive range of products and significant market share. The company focuses on innovation and consumer-first strategies, aiming to enhance its offerings and expand its reach within the domestic market. Its portfolio includes well-known brands such as Officer’s Choice Whisky and Sterling Reserve Premium Whiskies.