ABD enters semi premium whisky market with ‘Officers Choice Blue’
~ Officers Choice Blue to give its consumers an exquisite & smooth experience~
Mumbai: Allied Blenders and Distillers Pvt. Ltd (ABD), India’s third largest and fastest growing spirits company announced its foray into the semi premium whisky segment with the introduction of ‘Officers Choice Blue’. Smooth and exquisite, Officer’s Choice Blue is an intricate blend of pure grain whisky blended with Scottish vatted malts sourced from highland and isle, which will be targeted at new age progressive consumers. With the launch of Officer’s Choice Blue, the company aims at meeting the changing needs of the discerning consumers who seek a luxury lifestyle experience. The new brand is expected to garner a sizeable share for the company in the semi premium whisky segment which has been growing in excess of 30% over the last 5 years.
Speaking about their entry into this fast growing segment, Deepak Roy, Executive Vice Chairman and CEO, Allied Blenders & Distillers, said, “Alcohol market is growing at a healthy rate of 12% and we have achieved enviable 33% y-o-y growth rate for the past 4 years. However, we understand the importance of being in sync with consumers and hence the need to continuously innovate. With the launch of Officers Choice Blue, which will offer a distinctive premium whisky experience to progressive consumers, we intend to expand the strong equity of the Officers Choice brand.”
Elaborating on the marketing strategy to be adopted for ‘Officers Choice Blue’, Roopak Chaturvedi, Director, Sales & Marketing, Allied Blenders & Distillers, said, “ Today, the youth is confident, progressive , and demanding and are conscious of the choices they make and are willing to experience finer things in life. ‘Officers Choice Blue’ is designed to tap into this segment of society. What sets officer’s choice blue apart from other brands is that it is authentic in process and ingredients, is of genuine origin and is created with master craftsmanship.
A new campaign will be unleashed which highlights, the pedigree and origins of the brand and reinforce the fact that officer’s choice blue is a brand with the right lineage, blended to perfection from choicest grain and finest water, all going a long way in making Officer’s Choice Blue- The Right Blue.
Today, ABD has evolved from being a single-brand company to one with an enviable portfolio of dynamic brands, targeting diverse consumer segments. The company has always strived to respond to the changing needs of today’s highly demanding and knowledgeable consumers. The launch of Officers Choice Blue is a testament of that philosophy. A philosophy that has even found its way into the packaging which has been meticulously designed to enhance the premium experience of the whisky. Priced at Rs. 423 for a bottle and Rs. 212 for a nip in Madhya Pradesh, Officer’s Choice Blue offers an authentic whisky experience at an attractive price.
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