ABD’s Iconiq Whisky hits 10m cases
After making its debut in 2022, Allied Blenders and Distillers’ (ABD) Iconiq whisky brand has surpassed 10 million nine-litre cases this month.
The Indian spirits company behind Iconiq White Whisky, ABD, reported the milestone which was achieved over 43 months.
The Indian blended whisky brand saw its volumes accelerate in 2024, hitting 4.5m nine-litre cases that year. This marked an increase of 181.3% on 2023 when volumes hit 1.6m.
For the 2025 full year, the brand reached 5.7m nine-litre cases.
Iconiq was initially launched online in September 2022 through ABD’s MetaBar, ahead of its market rollout. It was then released to select markets in East and North India before its nationwide expansion.
In addition, Iconiq White Whisky has expanded its reach and is available in India’s Canteen Stores Department (CSD).
Alok Gupta, managing director of ABD, said: “The journey from zero to 10 million cases in such a short period is a landmark achievement that redefines the growth playbook in the spirits industry.
“From the very beginning, our goal with Iconiq White was to create a world-class whisky in India, and this milestone validates that vision. Iconiq White has evolved from a disruptive ‘new-age’ launch into a record-breaking spirits brand, proving that our product proposition resonates deeply with today’s consumers.
“As we scale across domestic markets and nine countries, this milestone reinforces our commitment to leading the high-margin prestige-and-above segment and building long-term value through consistent, global execution.”
ABD’s portfolio includes Indian whiskies Officer’s Choice and Sterling Reserve. It also produces vodka, brandy, gin and rum.
Officer’s Choice was the fourth biggest-selling Indian whisky in 2024, according to The Brand Champions 2025 report. It sold 21.3m cases in 2024, down by 9% year on year.
In recent months, ABD has agreed to buy a 50% stake in Kion Blenders Industries to enhance its distillation capacity, as well as a non-operational distillery and bottling facility in Uttar Pradesh for up to ₹70 crore (US$7.7 million).
Currently, ABD’s production network comprises 38 units, including two of its own distilleries and 26 non-owned manufacturing facilities.
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