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Allied Blenders and Distillers Limited (ABD), India’s third-largest spirits company, has launched a groundbreaking innovation in the spirits category: ICONiQ Winter International Grain Whiskey. This unique whiskey blend, specifically crafted for the colder months, promises to offer warmth, flavour, and indulgence during the winter season.
With the growing trend of consumers shifting from whiskey to rum in winter—particularly in North, East, and Central India—ABD is introducing a ‘Whiskey, Made for Winter.’ ICONiQ Winter Whiskey combines select Scotch Malts, Indian Grain Spirits, and warming spices such as Cinnamon, Ginger, Clove, Nutmeg, Pepper, and Cardamom. The new blend aims to satisfy the consumer’s desire for a drink that provides both warmth and comfort in the colder months.
Bikram Basu, Chief Innovation and Strategy Officer at ABD, shared, “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 Whiskey is the insight on why a largely whiskey 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 whiskey – we're crafting an experience that could well be a breakthrough product.”
Arun Barik, Executive Director at ABD, added, "This product brief was unique. At the ABD Innovation Centre, we're redefining the winter experience with ICONiQ Winter Whiskey, crafted to keep whiskey 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 whiskey."
ICONiQ Winter International Grain Whiskey will be available in Maharashtra at an MRP of INR 680 for a 750ml bottle. It will also be launched in select markets in North India.
