India’s Officer’s Choice becomes world’s largest whisky brand

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Indian whisky Officer’s Choice has overtaken Diageo’s Johnnie Walker Scotch to become the largest whisky brand in the world.

Officer’s Choice Indian whisky has surpassed Johnnie Walker as the largest whisky brand in the world

Produced by Allied Blenders & Distillers (ABD), Officer’s Choice sold 23.8 million cases in 2013, mostly in its home market of India, eclipsing Johnnie Walker by 3.7m cases.

Its 31% volume growth during the year boosted the brand from being the eighth largest-selling spirit brand on the planet, to the third, behind HiteJinro’s Korean soju Jinro, and Diageo’s Smirnoff vodka.

“Be it innovations in packaging , impactful, insightful and relevant communication, big ticket experiential events or consumer and trade engagement activations, Officer’s Choice has not only won over market share but more importantly heart share as well.”

According to Euromonitor, Indian consumers drink 1.4bn litres of whisky a year (155.5m cases). Officer’s Choice has a 15% share of the market.



My name is Greg, and I’m a brand strategy consultant, writer, speaker, host and judge specialising in premium spirits. My mission is to experience, share and inspire with everything great about whisky, whiskey, gin, beer and fine dining through my writing, my brand building and my whisky tastings.

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