OFFICER'S CHOICE ENTERS US MARKET

Allied Blenders and Distillers (ABD) today said it will foray into the US market by the end of next month with the launch of Officer's Choice Whisky in New York and New Jersey. "The brand is being launched in the end-January 2014, initially in two Sates - New York and New Jersey. Officer’s Choice Whisky is enjoyed by millions of consumers in various parts of the world and is now all set to make its mark in the highly lucrative US market," Mumbai-based ABD said in a statement. According to IWSR (International Wine & Spirit Research) report, 2012, Officers Choice is the largest selling whisky brand in the world with sales of over 18 million cases in 2012. Commenting on the development, ABD Executive Vice Chairman and CEO Deepak Roy said the company is elated to announce its foray in the US market. "Officer's Choice whisky has won the hearts of millions of consumers over the years and we are sure that our product will delight the discerning consumers of the US market," he added. It is through constant efforts to bring to consumers a world-class product which has enabled the company to gain trust in India and other parts of the world, Roy said. "I am confident that Officer’s Choice Whisky will capitalise on its strengths of a quality blend and trust to emerge as a brand of choice for whisky consumers in the US market," he added. ABD currently exports Officer’s Choice whisky to 18 countries including UAE, Sultanate of Oman, Bahrain, Qatar, Nigeria and Angola. The company also sells brands like Class 21 Grain Vodka, Jolly Roger rum, Lord & Master, Kyron Brandy and Officer’s Choice Blue. ABD, which has 44 manufacturing and bottling units in 22 states, achieved a sale of 20.05 million cases for the year 2012-13.