India’s Officer’s Choice becomes world’s largest whisky brand

29th May, 2014 by Becky Paskin

Indian whisky Officer’s Choice has overtaken Diageo’s Johnnie Walker Scotch to become the largest whisky brand in the world.

Officers-Choice-whisky

Officer’s Choice Indian whisky has surpassed Johnnie Walker as the largest whisky brand in the world

Produced by Allied Blenders & Distillers (ABD), Officer’s Choice sold 23.8 million cases in 2013, mostly in its home market of India, eclipsing Johnnie Walker by 3.7m cases.

Its 31% volume growth during the year boosted the brand from being the eighth largest-selling spirit brand on the planet, to the third, behind HiteJinro’s Korean soju Jinro, and Diageo’s Smirnoff vodka.

The figures are revealed in The Spirits Business’ annual Brand Champions report – a compilation of the world’s spirit brands selling over one million nine-litre cases a year.

Up until 2013, the largest Indian whisky brand was McDowell’s No.1 Reserve, owned by United Spirits. While the brand achieved similar growth to Officer’s Choice, its total volumes fell 220,000 short of ABD’s flagship brand.

“Allied Blenders and Distillers is committed to continuously provide rewarding and fulfilling experience to its consumers,” the group said in a statement in reaction to the news. “One of our core values is ‘constantly innovating and being different’ and Officer’s Choice has continuously reinvented itself to remain relevant in changing times.

“Be it innovations in packaging , impactful, insightful and relevant communication, big ticket experiential events or consumer and trade engagement activations, Officer’s Choice has not only won over market share but more importantly heart share as well.”

According to Euromonitor, Indian consumers drink 1.4bn litres of whisky a year (155.5m cases). Officer’s Choice has a 15% share of the market.

The 2014 Brand Champions report, which also includes a list of the Top 100 Spirits Brands by volume, will be published in the June issue of The Spirits Business.

One Response to “India’s Officer’s Choice becomes world’s largest whisky brand”

  1. sam says:

    Is it actually a whisky though or is it a IMFL?

Leave a Reply

If that's interesting, how about these?

Gin now one-third of Waitrose spirits sales

Gin sales at upmarket British supermarket Waitrose have soared 50% year-on-year more...

The world's best-selling Scotch whisky brands

Figures confirm that Scotch whisky exports are on the road to recovery, but more...

Rémy CEO: 'The worst is behind us in China'

Eric Vallat, CEO at Cognac house Rémy Martin, has declared “the worst is more...

Whiskey and rum boost Castle Brands Q4 sales

Castle Brands reported a net sales increase of 25.7% during its fourth quarter more...

The world’s best-selling vodka brands

2015 proved a mixed year for vodka, with a handful of brands flourishing while more...

TOP 150 SPIRITS BRANDS BY VOLUME

These are the world's top 150 largest spirits brands by volume more...

The world's best-selling Indian whisky brands

From buoyant brands to troubled trademarks, the Indian whisky category saw it more...

The Brand Champions 2016

The spirits industry is awash with brands selling more than one million cases more...