Allied Blenders & Distillers (ABD), India’s largest domestic spirits company, this week unveiled exciting new packaging designs for its flagship brands – Officer’s Choice and Officer’s Choice Blue.
The contemporary new designs are aimed at harmonizing brand identity; improve aesthetics, appeal and visibility. Officers Choice wears a stunning new white, red and gold look- complimented by similarly clean and minimal design aestheticsof blue and gold with Officer’s Choice Blue.
Speaking on the occasion, Mr. Ahmed Rahimtoola, Head of Marketing, Allied Blenders and Distillers, said “ABD has always stayed with consumer needs and aspirations. This understanding has made Officer’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. Officer’s Choice Whisky – The World’s largest selling whisky brand, clocked a sale of 26 million cases in FY 15 – 16 while its 4-year old premium variant, Officer’s Choice Blue, recorded sales of 8 million cases during the same period.
