Dec 13, 2024

ABD Launches ICONiQ Winter Whisky, bringing an international experience to Indian consumers for the first time.

 

Allied Blenders and Distillers (ABD), India’s third largest spirits company, introduces a game-changing innovation to the spirits category—aptly named ICONiQ WINTER International Grain Whisky. Designed to keep the winter chill at bay, this unique blend promises to deliver warmth, flavour, and pure indulgence like never before.

 

Given the shift from whisky to rum in cold weather - especially in North, parts of East and Central India, Allied Blenders and Distillers has for the first time introduced a ‘Whisky, Made for Winter’. The blend is curated with select Scotch Malts and Indian Grain Spirits along with spices known for adding body warmth namely Cinnamon, Ginger, Clove, Nutmeg, Pepper and Cardamom. This new offering aims to satisfy consumer desire for real warmth in winter with a drink of their choice.

 

Bikram Basu, Chief Innovation and Strategy Officer at ABD said, “In the quickly evolving Spirits landscape internationally and in India, we're witnessing an interesting shift in consumer behaviour. They are bold and experimentative in purchase choices and are happy with variety. What excites us about ICONiQ WINTER Whisky is the insight on why a largely whisky drinking nation will shift to rum in winters based on simple perception. By incorporating chai-warmers inspired spices into our carefully crafted blend, we're not just creating another whisky – we're crafting an experience that could well be a breakthrough product”.

 

Arun Barik, Executive Director at ABD commented," This product brief was unique. At the ABD Innovation Centre, we're redefining the winter experience with ICONiQ WINTER Whisky, crafted to keep whisky aficionados loyal to their preferred spirit even as the season invites a shift to rum. Our unique balanced fusion of spices not only adds flavour but also inherent benefits. This remarkable blend positions ICONiQ as a compelling winter choice that we believe will attract a segment of consumers eager to explore a bold, innovative twist on whisky."

 

 

ICONiQ WINTER International Grain Whisky will be available in Maharashtra at the maximum retail price (MRP) of INR 680 for 750 ML. It will also be available in some markets of North India.