Allied Blenders and Distillers, the company behind Officer’s Choice whiskey, is looking to expand its presence in the high-end alcohol market. They plan to introduce at least three luxury brands this year to capture a larger share of the prestige and premium segments.
Recently, the company has been strengthening its luxury portfolio through acquisitions. They partnered with Russian Standard vodka in October and, in December, expanded Woodburns Indian malt into the super-premium whiskey market. Additionally, they acquired a 51% stake in Good Barrel distillery, which produces Rock Paper rum, marking their entry into the rum category.
Alok Gupta, Managing Director of Allied Blenders, explained that the company is focusing on aligning its portfolio with changing consumption trends. While they have a strong presence in the mass and premium markets, they’ve identified a need to target the premium and luxury segments more actively. These high-end segments make up about 3% of their total sales but contribute over 20% of the industry’s profits.
Gupta also mentioned that the company is working on launching three more brands this year, aiming to build a diverse portfolio of eight brands. In the latest quarter, the prestige and luxury segment made up 42% of their total sales, a notable increase from 37.9% in the previous year.
