ABD leads premium charge
ABD leads premium charge
Haviing taken Officer's Choice to dizzy heights in the regular category, to become the largest selling brand in the world, it has now focussed on its premium brand Sterling Reserve and has made it a millionaire brand in the shortest possible time.

Allied Blenders and Distillers Pvt.Ltd (ABD), India's third-largest and fastest-growing spirits company, announced that its Sterling Reserve range of premium whiskies has crossed the landmark figure of 1 million cases of sales this financial year, in just 261 days. This makes Sterling Reserve the first brand in premium spirits to achieve this figure in its very first year.

But Deepak Roy, Executive Vice Chairman is not satisfied. I am never happy as I am always looking for better performances, he says. But he has reason to be happy as the coveted mark has been achieved despite the brand footprint still to cover some major markets, in over ¼ of the country. They have had some misses like Jolly Roger Rum which was ahead of its time.

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December 2019