ICONiQ White, a flagship brand of Allied Blenders and Distillers (ABD) Limited, has set a new benchmark in the Prestige & Above spirits segment by surpassing 50 lakh (5 million) cases in the financial year 2024-25. The brand achieved this milestone with three weeks still remaining in the fiscal year, solidifying its position as one of the fastest-growing brands in the industry. Since its national launch in September 2023, ICONiQ White has gained significant traction, driven by its contemporary product design and strong consumer demand. Sales skyrocketed from 3.2 lakh cases in FY22-23 to 22.7 lakh cases in FY23-24, earning it recognition as the fastest-growing spirits brand globally, according to Drinks International’s Millionaire’s Club Report 2024. In the current fiscal year, the brand has doubled its momentum, reflecting ABD’s strategic push in the high-margin segment.
Alok Gupta, Managing Director of ABD, stated, “Crossing 50 lakh cases in just 344 days is a defining moment for us. ICONiQ White has become India’s number one trending brand among young adults, thanks to its sophisticated blend and stylish packaging. Our focus remains on strengthening our presence both domestically and globally.” Bikram Basu, Chief Innovation and Strategy Officer at ABD, credited the success to the team’s dedication, adding, “We are grateful for the overwhelming consumer love across markets. ICONiQ White has grown without major television campaigns or celebrity endorsements, proving its potential as a gamechanger.”
The brand’s international recognition is reinforced by multiple accolades, including Gold Medals at the International Spirits Challenge 2024, International Competition 2024, and Spirits Awards 2024. It also received the Gold Quality Award at Monde Selection 2024 and the Superior Taste Award at the International Taste Institute 2024 in Brussels. ICONiQ White’s rise has been particularly notable in Kolkata, where premium spirit consumption has seen a significant uptick. Retailers report a growing preference for brands in the Prestige & Above segment, reflecting a shift in consumer demand. Industry analysts suggest that the brand’s success in Kolkata stems from its contemporary appeal, competitive pricing, and increasing aspiration for high-quality beverages in urban markets.