India’s alco-bev industry transformation is driven by evolving consumer preferences—a growing demand for premium experiences and an appetite for experimentation. At the forefront of this evolution is Allied Blenders and Distillers (ABD), a brand that has successfully blended tradition with modernity to create some of the most sought-after spirits in the country. From the success of their ICONiQ White Whisky, which crossed the 5-million-case milestone in record time, to strategic acquisitions in the super-premium segment, ABD is shaping the future of the Indian alco-bev industry.
In an interview with BrandSutra, Alok Gupta, Managing Director of ABD, shares insights on the unique dynamics of India’s alco-bev market and how strategic partnerships, including one with actor Ranveer Singh, are set to redefine luxury spirits in India. Edited excerpts..
. Tell us about your views on India’s alco-bev market and the factors that set it apart from other global markets.India’s alco-bev landscape is unique in its scale, complexity and the pace at which it is evolving.
Unlike mature markets in Europe or the US where preferences are more settled, India is a market in motion. Whisky continues to dominate, but within that space we are seeing rising interest in craft and premium blends. What sets India apart is how young the consumer base is and how willing they are to explore newer experiences.
ABD has been part of this journey, offering brands like Arthaus blended Malt Scotch Whisky.