Allied Blenders and Distillers Limited (ABD) has announced that its flagship brand, ICONiQ White International Grain Whisky, has crossed a landmark 10 million cases in FY26, marking one of the fastest growth trajectories in the global spirits industry. Launched in September 2022 through a digital-first debut on ABD’s MetaBar in the metaverse, the brand initially rolled out in select East and North Indian markets before expanding nationwide. The whisky recorded 0.32 million cases in FY23, surged to 2.27 million cases in FY24, and crossed 5.7 million cases in FY25. It was recognised as the fastest growing millionaire spirits brand globally for two consecutive years, according to Drinks International’s Millionaires’ Club Reports for 2024 and 2025. Now, within just 43 months, it has surpassed 10 million cases, reinforcing its strong consumer connect and rapid scale-up.
ABD Managing Director Alok Gupta said the milestone reflects the brand’s ability to resonate with evolving consumer preferences and its focus on building a world-class whisky from India. The brand is now available in Canteen Stores Department (CSD) and has expanded to multiple overseas markets.
In Kolkata, industry observers note that rising demand for premium and prestige spirits has significantly contributed to ICONiQ White’s growth in eastern India. The city’s evolving consumer base, especially younger audiences, has shown increasing preference for premium whisky offerings, supporting strong sales momentum in the region.