Allied Blenders & Distillers (ABD), India's largest domestic spirits company by volume, has announced a significant expansion of its IconiQ Winter Whisky brand into two key northern Indian markets: Uttar Pradesh (UP) and Haryana. This strategic move comes on the heels of the brand's successful launch in Maharashtra and marks a pivotal moment in ABD's growth strategy.

Rapid Market Penetration

The expansion has yielded impressive results, particularly in Uttar Pradesh, where IconiQ Winter Whisky has quickly climbed to the No. 2 position in the market. In a remarkable achievement, the brand sold over 1 million cases in just the first five months of its launch in the state, demonstrating strong consumer acceptance and demand.

Pricing Strategy

ABD has implemented a competitive pricing strategy for IconiQ Winter Whisky in its new markets:

This pricing structure positions IconiQ Winter Whisky in the prestige whisky category, making it accessible to a wide range of consumers while maintaining its premium positioning.

Product Innovation

IconiQ Winter Whisky is marketed as India's first whisky specifically designed for the winter months. The product's unique selling proposition lies in its special blend, which combines:

• Real spices (cinnamon, clove, nutmeg, pepper, cardamom, and ginger)
• Select Scotch malts
• Indian grain spirits

The whisky is aged in Bourbon Oak Casks, resulting in a rich, smooth profile with toasted notes and a lingering, cozy finish. This innovative approach aims to capture the essence of winter through a balance of warmth, comfort, and celebration.

Market Performance and Strategy

ABD reports that the IconiQ brand has shown exceptional growth, doubling both its volumes and market share in the prestige whisky category this year. The expansion into UP and Haryana is part of ABD's broader strategy to capitalize on the vibrant festive culture and appreciation for fine spirits in Northern India.

Alok Gupta, Managing Director at ABD, commented on the expansion: "ICONiQ WINTER reflects our belief in innovation and understanding consumer preferences. Northern India, with its vibrant festive culture and appreciation for fine spirits, provides the ideal setting for this seasonal creation. We aim to keep the whisky experience dynamic and exciting for evolving consumers."

Looking Ahead

With this successful expansion, Allied Blenders & Distillers is strengthening its presence across North India and continuing to lead innovation in the Indian whisky landscape. The company's focus on consumer preferences and seasonal offerings could potentially drive further growth and market share gains in the competitive Indian spirits market.

Investors and industry observers will likely be watching closely to see how this expansion impacts ABD's overall market position and financial performance in the coming quarters.

Allied Blenders & Distillers (ABD) has reported robust financial results for Q2 FY26, showcasing strong growth across key metrics. The company has also announced the launch of RANGEELA, a new contemporary Indian vodka brand, in collaboration with Bollywood star Ranveer Singh.

Q2 FY26 Financial Highlights

ABD reported impressive growth in its Q2 FY26 financial results:

The company's Prestige & Above (P&A) category maintained strong momentum with a 28.80% year-on-year volume growth, improving its contribution to 47.10% of total sales, up from 39.70% in Q2 FY25.

Brand Performance

ICONiQ White emerged as a standout performer, doubling its volume organically compared to Q2 FY25. The brand has expanded its presence to eight international markets in addition to its growing footprint across India.

Sterling Reserve B7, another key brand in ABD's portfolio, recently launched a refreshed blend with enhanced smoothness and taste, accompanied by a nationwide campaign titled 'So Smooth Must Be Magic'.

International Expansion

ABD has significantly expanded its international presence, increasing its reach from 14 to 30 countries within 18 months. The company aims to further expand to 35 countries by Q4 FY26, with a goal to reach 1 million cases in Africa by FY28.

Operational Updates

In September 2025, ABD commissioned its PET bottle manufacturing facility in Rangapur, Telangana, with a capital investment of approximately Rs. 115.00 crores. This facility is expected to produce over 600 million PET bottles annually and add about Rs. 30.00 crores to the company's gross margins.

The company also reported progress on its other capex projects, including a single malt distillery in Telangana and ENA distillation capacity expansion in Aurangabad, Maharashtra, both on track for completion in Q4 FY26 and Q4 FY27, respectively.

Launch of RANGEELA Vodka

ABD Maestro Pvt. Ltd., the super-premium and luxury spirits subsidiary of ABD, has launched RANGEELA Contemporary Indian Vodka. This new brand is conceptualized by Bollywood actor Ranveer Singh, who serves as the Co-Founder and Creative Partner at ABD Maestro.

RANGEELA Vodka is positioned as a premium, triple-distilled, and platinum chill-filtered vodka, targeting young adult consumers driving growth in the category. The brand aims to celebrate India's vibrant colors and emotions, with a bold and expressive spirit.

Ranveer Singh, commenting on the launch, said, "With RANGEELA Vodka, we are bringing something that celebrates the spirit of all of us. The universe of the brand is colorful, energetic and vibrant."

RANGEELA has debuted in Maharashtra at an MRP of Rs. 2,400.00 for 750ML, with plans to expand to Goa, West Bengal, and markets in North India in the near future.

Outlook

As ABD enters the second half of FY26, the company anticipates a positive outlook driven by the festive season in Q3. The management remains committed to optimizing working capital, ensuring timely execution of key strategic projects, and advancing sustainability initiatives.

With its strong performance in Q2 FY26 and strategic initiatives like the launch of RANGEELA Vodka, Allied Blenders & Distillers appears well-positioned to capitalize on the growing premium consumption market in India and continue delivering long-term value to its stakeholders.