ABD moves into ‘prestige’ brandy with Golden Mist
India-based Allied Blenders & Distillers (ABD) has entered the ‘prestige’ brandy segment with the launch of Golden Mist.
India’s ‘third-largest’ spirits company said the new Golden Mist French Brandy combines ‘French craftsmanship with Indian expertise’.
The launch also aims to ‘strengthen’ and diversify the company’s portfolio beyond whisky.
In February, ABD purchased Goa-based Fullarton Distilleries to expand its position in super-premium spirits.
According to ABD, the prestige brandy segment in Karnataka is growing at a rate of 13.1%, ‘significantly outpacing the overall brandy category’s high single-digit growth’.
Aged in French oak casks, Golden Mist is said to offer grape notes with hints of liquorice, honey, and subtle spice.
Alok Gupta, managing director of ABD, said: “Golden Mist represents everything the evolving Indian consumer is asking for: heritage, authenticity, and a superior taste experience, all delivered at an attractive price.
“We’ve drawn from traditional French brandy-making methods while crafting a product that resonates with Indian palates. This launch is in line with the organisational aim of bolstering our presence in the prestige-and-above segment.”
The brand has also introduced what it calls a packaging innovation: an 180ml ‘Hippy’ pack.
Golden Mist will be available across Karnataka in four formats. The 750ml bottle is priced at ₹970 (US$11.50), the 375ml at ₹485 (US$5.70), the 180ml at ₹235 (US$2.80) – available in both a glass bottle and the Hippy pack – and the 90ml at ₹120 (US$1.40).
ABD owns Officer’s Choice Indian whisky, and the Sterling Reserve brand (Indian whisky, brandy and rum). It also produces Kyron Premium Brandy, Zoya Gin and Class 21 vodka.
According to The Brand Champions 2024 report, Officer’s Choice was the world’s third top-selling Indian whisky in 2023, with case sales of 23.4 million. However, this was a decrease of 6% from 2022.
ABD filed an initial public offering (IPO) to raise up to 15 billion rupees (US$180m) last year.
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