Spirits maker Allied Blenders and Distillers (ABD) today
launched a semi-premium whiskey brand -- Officer's Choice Blue in Delhi.
The company, which sells various brands, including its flagship brand Officer's Choice, in the last six months has already launched the brand in various markets, including Assam, West Bengal, Maharashtra and Punjab.
"In the last six months the brand has already sold 6 lakh cases in these markets and we expect it to sell around 1.2 million cases by the end of the current fiscal," Roy said.
Asked by when the company plans to launch Officer's Choice Blue pan-India, Roy said: "We are launching the brand in a phased manner and in the next six months it would be launched across the country."
The Mumbai-based firm said it expects over 15 per cent rise in sales volume at 20.5 million cases in the ongoing fiscal.
The Kishore Chhabria-promoted liquor firm had sold 17.75 million cases of its various brands across the country last year.
"We are aiming to sell around 20.5 million cases in the current fiscal year. We sold 17.75 million cases in the year ended March 2012," Allied Blenders and Distillers (ABD) Executive Vice Chairman and CEO Deepak Roy told reporters here.
He added the company sold 16.2 million cases of Officer's Choice brand last year and expects to sell around 18 million cases in the current year.
Besides Officer's Choice whiskey, the company's other brands include Class 21 Vodka, Jolly Roger premium rum and Kyron premium brandy.
According to industry estimates, the Indian liquor industry is pegged at around 286 million cases per annum and is growing at 2-3 per cent year on year.