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Being Righteous


Officer’s Choice is the largest selling whisky brand in the world . It is the flagship brand of Allied Blenders & Distillers (ABD)–a leading company engaged in the manufacturing, marketing and sale of alcoholic beverages in India. From being a single brand company over 7 years ago, t oday ABD is a multi-brand company present in almost all alcobev categories.

Blaze to Brilliance
Launched in 1988, Officer’s Choice Whisky started out in the regular whisky segment. From sales of just over 6 million cases in FY’08, the brand grew manifold to register sales of over 23 million cases in FY’15. It enjoys a market share of 37% of the regular whisky segment and has grown at a CAGR of 14% over the last 5 years. Riding on this success, a variant in the semi-premium whisky segment was introduced in the form of Officer’s Choice Blue starting mid-2011. Officer’s Choice Black, the latest variant, plays in the semi-premium-plus whisky segment and has been launched in select markets from early 2014 and has garnered a share of 6% of the segment within a year of launch.
The Officer’s Choice brand is now one of the largestselling alcobev brands in the world and is proud to be one of the flagbearers of India’s alcobev industry across the world.

Faith Factor
Officer’s Choice has been gratified as the world’s largest selling whisky brand in 2012, 2014 and 2015. The brand is the largest alcobev exporter from India and is available in over 18 countries across the world. The brand is bottled in over 50 manufacturing locations across India including the parent unit at Aurangabad which has received the ISO 22000:2005 Food Safety Management System certificate.

Engagement that Enthralls
Positioned on the platform of Righteousness, the brand has championed various causes over the course of its journey through the years. The platform permeates through the communication, activations and properties that the brand associates with. Officer’s Choice was associated with Salaam India Awards, the celebration of extraordinary acts of courage by ordinary people. Officer’s Choice Blue egged us to raise our voice against social evils like sexual harassment at the workplace and gender discrimination.

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‘Constantly innovating and being different’ is one of the core values at ABD. Officer’s Choice Blue earned the distinction of being the first brand in the Indian alcobev industry to introduce the innovative Twist-Lock caps. A variety of festive packs and innovative activations at the ground level ensure that the brand evolves continuously to stay relevant to consumers and their aspirations.

Brand Promise
Positioned on the platform of ‘righteousness’, the brand encourages consumers to make the right choice in life and awaken the hidden Officer within them. Officer’s Choice Blue awakens the consumers to take a stand against social wrongs, through the clarion call of ‘Raise Your Voice’.
Officer’s Choice Black exhorts consumers to achieve success with a view to enable others also to succeed exemplified through the line ‘Be More than Big. Be Great.’

Power facts
1. Officer’s Choice is the world’s largest-selling whisky brand
2. The brand has a footprint in more than 18 countries across the world

Promise Beacon
1. It is the largest spirits brand exported out of India
2. Officer’s Choice Blue surpassed sales of 7 million cases in its third year of national launch, a feat never achieved by any other brand in India’s alcobev industry

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