International Business

Officer's Choice crosses 10 mn cases mark

Allied Blenders and Distillers today said its heritage whisky brand, Officer"s Choice, has crossed the 10 million cases mark to become the fastest growing whisky brand in the country clocking a compounded annual growth rate (CAGR) of 31 per cent over the last three years. - MF assets may grow 29% annually till 2014: Report - Mutual Fund assets may grow 29% annually in next 5 yrs - Riding on revival signs, IPA eyes modest growth - "India"s consumer comm mkt to reach Rs 24k cr by 2013" - Fret not on stocks - KIT: The Indian animation industry Only 11 brands in the world have managed to achieve the milestone across all the categories of liquor, a release said, quoting the "Millionaires 2009 supplement of Drinks International. The brand has also increased its all India market share in regular whisky segment to 19.5 per cent from 15 per cent a year ago, it added. The milestone was achieved in 12 months between July 2008 and June 2009 when Officer"s Choice recorded a sale of 10.4 million cases. According to Deepak Roy, Executive Vice Chairman and CEO, ABD, "Officer"s Choice growth strategy has borne fruits. Various brand investments using innovative sales and marketing strategies are beginning to pay off. This also includes our decision of giving Officer"s Choice a contemporary look in tune with modern times and changing consumer aspiration". Roopak Chaturvedi, Director Sales and Marketing, ABD, "Our aggressive and innovative marketing approach has contributed tremendously to achieve this milestone."" The Millionnaires Supplement 2009, in its recent issue has rated Officer"s Choice as the second fastest growing whisky brand in the world and fourth largest selling whisky brand in the world.


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