Mumbai: Allied Blenders & Distillers (ABD), the company behind the popular Officer’s Choice whisky, is in discussions with two major international spirits companies—Russian Standard and Thai Beverage (ThaiBev)—to introduce and distribute their products in India. If successful, this move would allow ABD to diversify its portfolio beyond whisky, entering new segments like vodka and scotch, according to insiders familiar with the matter.
For Russian Standard, a leading vodka brand, and ThaiBev, known for its extensive portfolio that includes scotch brands like Old Pulteney and Balblair, this partnership offers a gateway into India, one of the world’s largest alcohol markets. ABD, with its strong distribution network and manufacturing capabilities, provides an ideal partner for these global players looking to establish a foothold in the country.
ThaiBev, owned by billionaire Charoen Sirivadhanabhakdi and listed on the Singapore Stock Exchange, offers a diverse range of spirits, including Reid vodka, Phraya rum, and Source gin. Russian Standard, owned by billionaire Roustam Tariko, is the largest vodka brand in its category. Both companies have yet to comment on the potential deal.
Kishore Chhabria’s ABD ranks as India’s third-largest homegrown liquor company, with sales nearing 33 million cases in the 2023 fiscal year. Unlike its competitors, such as United Spirits and Pernod Ricard, which derive over 65% of their revenue from premium and above segments, ABD has traditionally relied on its flagship brand, Officer’s Choice. However, the company has been shifting its focus toward premium products, which now account for a third of its sales. Notably, ABD’s Iconiq White Whisky saw a remarkable 1500% growth in sales, with 1.6 million cases sold in 2023, making it the fastest-growing million-case brand globally.
With an estimated 100 million people expected to reach legal drinking age in India within the next five years, global spirits companies are increasingly eyeing the Indian market. “India is becoming a key focus for global firms due to the rapid growth in the legal drinking population and the rising demand for premium products across cities and smaller towns,” said Sandeep Arora, director at Spiritual Luxury Living, a luxury spirits consulting firm. “As traditional markets slow down, India is witnessing a shift towards better-quality drinking experiences, and even Indian malts are gaining international respect.”
The potential partnership between ABD and these global giants could significantly reshape India’s spirits market, offering consumers a wider variety of choices and boosting ABD’s presence in the premium segment.
