Allied Blenders and Distillers Limited (ABD) has unveiled a new avatar of its Officer’s Choice Blue whisky, introducing premium packaging and a refreshed brand identity aimed at strengthening its position in the Premium & Above (P&A) segment.The new packaging features a sleeker bottle, a transparent label with matte gold foiling and an embossed “Trusted Since 1988” marker. Designed by a leading European design firm, the new look seeks to combine the brand’s legacy with a more contemporary appeal. Officer’s Choice Blue is blended with imported Scotch malts and matured in bourbon barrels.
ABD Managing Director Amar Sinha said the relaunch reflects the changing preferences of modern Indian consumers while retaining the brand’s focus on quality and consistency. He said the renewed identity is expected to support the brand’s next phase of growth. The rollout will begin in Uttar Pradesh and Maharashtra before expanding to West Bengal, Odisha, Meghalaya and Haryana, with additional markets to follow.
West Bengal is among the next markets identified for the phased rollout, making Kolkata an important market as ABD introduces the redesigned Officer’s Choice Blue packaging. The refreshed premium positioning is expected to strengthen the brand’s visibility in the city’s whisky market as the company expands its new identity across eastern India.