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, Zoya special batch premium Gin, and ICONiQ White Whisky that reflect both aspiration and authenticity. It is this dynamism that makes the Indian market one of the most exciting to watch and build in.
How have you seen consumer behaviour evolve in space?
There has been a clear shift from a volume-first market to one increasingly driven by value and premiumisation. Consumers today approach spirits with a sense of connoisseurship, they want to know how their whisky is made, what goes into it and who’s behind the craft. While whisky continues to dominate the market, consumer choices are expanding. Home bars today are more diverse, featuring craft gin, rum and premium whisky alike. This change reflects a broader appetite for experimentation and quality, pushing us at ABD to focus on creating complex flavour profiles that go beyond just brand legacy.
To what would you attribute the tremendous sales ICONiQ White Whisky has seen?
ICONiQ White Whisky’s milestone of 5 million cases in just 344 days is consumer insight in action. It is the result of sharp positioning and a deep understanding of what today’s consumers want from the prestige segment. With its contemporary product design and sophisticated blend, ICONiQ instantly stood out. The stylish packaging added to the appeal, making it a favourite among young adults and firmly placing it as one of India’s top trending whisky brands.
What sets ICONiQ apart is the way it has connected with consumers; driven by the strength of the product and the story it tells. It reflects ABD’s clear focus on building brands that resonate with evolving preferences while expanding our presence in the prestige and above segment.
What are some of the newer brands or product categories ABD is focusing on to further strengthen its portfolio?
At ABD, we are not just expanding, we are strengthening our position as a market leader. The acquisition of Woodburn’s Contemporary Indian Whisky, Pumori Small Batch Gin and Segredo Aldeia Rum reinforces our commitment to the super-premium segment, ensuring we cater to India’s evolving consumer preferences. Our partnership with Ranveer Singh marks a decisive entry into the luxury spirits space, blending world-class craftsmanship with India’s vibrant energy. The introduction of Russian Standard Vodka through our collaboration with Roust Corporation further strengthens our premium portfolio, allowing us to tap into the country’s growing demand for high-quality vodka. These strategic moves represent ABD’s vision of leading innovation, shaping industry trends and delivering exceptional experiences to consumers in India and beyond.
What has triggered the focus on premium spirits? Which markets is ABD looking to crack with these new offerings?
The focus on premium spirits has been driven by evolving consumer preferences, a growing appetite for elevated experiences and increasing disposable incomes. Today’s consumers are seeking well-crafted products that offer more than just function – they are looking for taste, design and storytelling. In response, ABD is expanding its presence in the premium and luxury segments through strategic investments and collaborations. The acquisition of Fullarton Brands strengthens our portfolio in the super premium space, while the partnership with Ranveer Singh marks a confident step into the luxury category. Internationally, we are growing our footprint from 22 to 30 countries, with a focus on key regions across Europe, the Americas and global duty-free channels.
Tell us about the key differences between the marketing strategies of luxury and mass-market spirits.
Mass-market and luxury spirits follow distinct marketing playbooks shaped by consumer behaviour. Mass-market brands focus on accessibility, affordability and widespread visibility, driving volume through competitive pricing and mainstream advertising. In contrast, luxury spirits rely on exclusivity, premium positioning and storytelling to create aspirational brand experiences. Consumers in this space aren’t just buying a drink; they are investing in a lifestyle. And as the industry shifts towards “buying less but better,” brands that go beyond consumption to create meaningful experiences will lead the future.
What do you think the future of the alco-bev industry holds?
We believe that the future of the alco-bev industry in India will be shaped by brands that understand culture, not just commerce. At ABD, we are committed to building brands that people can relate to, trust and celebrate. As we grow, we remain anchored in values of quality, transparency and innovation. The journey ahead is about more than market share, it is about shaping how India drinks and what those choices say about who we are becoming.
