Allied Blenders & Distillers (ABD), India’s largest domestic spirits company, this week unveiled exciting new packaging designs for its flagship brands – Officerâ€™s Choice and Officerâ€™s Choice Blue.
The contemporary new designs are aimed at harmonizing brand identity; improve aesthetics, appeal and visibility.Â Officers Choice wears a stunning new white, red and gold look- complimented by similarly clean and minimal design aestheticsof blue and gold withÂ Officerâ€™s Choice Blue.
Speaking on the occasion, Mr. Ahmed Rahimtoola, Head of Marketing, Allied Blenders and Distillers, saidÂ â€œABD has always stayed with consumer needs and aspirations. This understanding has made Officerâ€™s Choice the largest selling whisky in the world,each of the last 3 years.With packaging playing a critical role for discerning consumers it is imperative to build on our competitive advantage and build for further growth.â€
Over the years ABD has outpaced the industry growth by growing at a 3 year CAGR of 20% versus the industry growth of 6% over the same period. Officerâ€™s Choice Whisky – The Worldâ€™s largest selling whisky brand, clocked a sale of 26 million cases in FY 15 – 16 while its 4-year old premium variant, Officerâ€™s Choice Blue, recorded sales of 8 million cases during the same period.