Our Story

• 1988

  Introduction of the ‘Officer’s Choice’ Whisky brand.

  

• 2010

  ABD adds an exciting new brand to its portfolio with Jolly Roger creating an indelible mark on the rum category.

  

• 2011

  ABD enters the deluxe whisky segment with the launch of Officer’s Choice Blue – an engaging mix of rich Scotch malts and Indian grain spirits.

  

• 2012

  With the launch of Kyron, we forayed into the premium brandy segment quickly becoming a gold-standard for the segment in the country.

  

• 2014

  Officer’s Choice Whisky franchise sells 28.6 million* cases in CY 2014 to become the world’s fourth largest spirits brand.

  Officer’s Choice declared as the fastest-growing brand across all markets and categories by IWSR for CY 2013 in August 2014.

  *in 9 litre cases

  

• 2015

  ABD registers astonishing sales of 34.9 million* cases in FY 2015-16, with Officer’s Choice crossing 25.1 million* units. Officer’s Choice Blue neared 8 million* cases in sales in 2015-16, four years from its launch.

  *in 9 litre cases

  

• 2017

  ABD enters into the premium and semi-premium segments with Sterling Reserve Blend 10 and Blend 7.

  

• 2018

  Sterling Reserve sales sky rocket to 1.2 million* cases becoming a millionaire brand in the first full year of launch.

  Officer’s Choice Whisky franchise crosses the 34 million* sales-mark and becomes the world’s largest selling whisky for the 6^th year in a row.

  Officer’s Choice Blue sales neared 9 million* cases in a FY 2018-19.

  *in 9 litre cases