Our Story

  • 1988

    Introduction of the ‘Officer’s Choice’ Whisky brand. Sales cross 1 million cases in year 1, the 1st Indian liquor brand to do so.

  • 2010

    ABD adds an exciting new brand to its portfolio with Jolly Roger and re-brands Class Vodka to Class 21 creating an indelible mark on the rum and vodka categories respectively.

  • 2011

    ABD enters the deluxe whisky segment with the launch of Officer’s Choice Blue – an engaging mix of rich Scotch malts and Indian grain spirits.

  • 2012

    With the launch of Kyron, we forayed into the premium brandy segment quickly becoming a gold-standard for the segment in the country.

  • 2014

    Officer’s Choice sells 28.4 million cases, trumping ruling giant Smirnoff, to become the world’s top-selling spirits brand.

    Officer’s Choice declared as the fastest-growing brand across all markets and categories by IWSR in August 2014.

  • 2015

    ABD registers astonishing sales of 36 million cases, with Officer’s Choice’s sales crossing 25.7 million units, showcasing a growth of 11% over the year gone by. Officer’s Choice Blue neared 8 million cases in sales in 2015-16, four years from its launch.

  • 2017

    ABD enters into the premium and semi-premium segments with Sterling Reserve Blend 10 and Blend 7.

  • 2018

    Sterling Reserve sales sky rocket to 1.76 million cases becoming one of the fastest-growing spirits brands amongst the top 100 in the world.

    Officer’s Choice Whisky crosses the 25 million sales-mark and remains the World’s largest selling whisky for the 6th year in a row.

    Officer’s Choice Blue sales cross 9 million cases in a year.

Our Vision

To be the most admired Spirits Company in the world

Among partners, employees and patrons, through the virtues of innovation, individuality, transparency and ethics in business practices and creation of admirable  brands.

Led By Visionaries

ABD has at its helm, stalwarts from and outside of the alcobev industry, that together pool in business acumen, decades of experience and personal ingenuity to drive success.

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Raising Spirits Around The Globe

Having grown from a single-brand company, to one that floats a string line of distinct experiences, ABD employs world class processes for the finest standard, quality and taste across our products sold in 29 countries.

Honours of Distinction

Recent Accolades & Awards of Excellence

Global Award
Officer’s Choice awarded as ‘The World’s Greatest Brands 2015 – Asia & GCC” by the World’s Greatest Brands and Leaders.’

Harvard Business Publishing recognises and features the success of Officer’s Choice.
2019
  • Fastest Growing Whisky Brand – Sterling Reserve Premium Whiskies
  • Brand Promotion of the Year - Digital - Sterling Reserve Music Project
2018
  • Best Popular Brandy – Officer’s Choice Brandy
  • Best Semi-Premium Whisky – Sterling Reserve Blend 7
Best Use of Social Media - Alcoholic Drinks - Gold - Sterling Reserve Music Project

Global Award
Officer’s Choice awarded as ‘The World’s Greatest Brands 2015 – Asia & GCC” by the World’s Greatest Brands and Leaders.’

Harvard Business Publishing recognises and features the success of Officer’s Choice.

2018

  • Advertisement Campaign of the Year – Officer’s Choice Blue
  • Product Debut of the Year – Sterling Reserve Premium Whiskies

2018

  • Best Popular Brandy – Officer’s Choice Brandy
  • Best Semi-Premium Whisky – Sterling Reserve Blend 7
Best Use of Social Media - Alcoholic Drinks - Gold - Sterling Reserve Music Project