Allied Blenders and Distillers Limited (ABD) has announced a major expansion of its premium and semi-premium portfolio within the Canteen Stores Department (CSD), strengthening its presence in defence distribution channels across India.
As part of this move, ABD has introduced three key brands into the CSD network: ICONiQ White International Grain Whisky, Jolly Roger Premium Rum, and Kyron Premium Brandy. The expansion builds on the company’s already strong presence in the segment, where popular offerings such as Officer’s Choice Blue Pure Grain Whisky and Sterling Reserve B10 Premium Blended Whisky are well established.
With this addition, ABD aims to diversify its portfolio and offer a wider range of high-quality spirits to institutional consumers, particularly those associated with the armed forces. The move also reflects the company’s focus on strengthening its premium play in a highly competitive market.
ABD’s expanded portfolio is now available across 34 key depots nationwide. These depots supply a broad network that includes Ex-Servicemen canteens, Station Canteens, Unit Run Canteens, Defence Officers’ Institutes, and Defence Clubs. This wider reach is expected to improve accessibility and availability for defence personnel and their families across different regions.
Among the newly added brands, ICONiQ Whisky stands out in the prestige category, having achieved rapid growth and recently crossing the 10-million-case milestone. Its contemporary positioning and quality blend have contributed to its strong consumer acceptance. Jolly Roger Premium Rum, on the other hand, is a mature dark rum with a long-standing presence in ABD’s portfolio, known for its smooth character and consistent quality. Meanwhile, Kyron Premium Brandy has been designed to meet evolving consumer preferences, offering a refined yet accessible option within the brandy segment.
ABD’s portfolio now spans across more than 30 states and Union Territories, further reinforcing its footprint within the CSD network. The channel serves a large community of over 13.5 million serving personnel, pensioners, and their families, making it a significant distribution platform for the company.
Allied Blenders and Distillers Limited remains the largest domestic spirits company in India by annual sales volumes. Its portfolio covers key categories such as whisky, brandy, rum, vodka, and gin. With an extensive manufacturing network of 38 units, including owned and non-owned facilities, ABD continues to scale its operations while focusing on expanding its premium offerings across strategic channels.
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