Allied Blenders and Distillers Ltd. (ABD), the maker of Iconiq White International Grain Whisky, has announced that its flagship brand has surpassed 10 million cases in FY26 and is still counting.
With the financial year drawing to a close, this landmark achievement underscores one of the fastest growth trajectories within the relatively high-margin Prestige & Above segment.
Rapid scale-up in premium segment
Launched in September 2022 with a digital-first debut through ABD’s MetaBar in the metaverse, ahead of its market rollout, Iconiq White Whisky began its initial product introductions in select markets in East and North India before expanding nationally.
The brand recorded sales of 0.32 million cases in FY23 during its early rollout phase. Momentum accelerated sharply in FY24, with volumes rising to 2.27 million cases and then crossing 5.7 million cases, as per Drinks International’s Millionaires’ Club Report for 2024 and 2025.
Fastest growth trajectory globally
In just 43 months, Iconiq White Whisky crossed 10 million cases, underscoring one of the fastest scale-up journeys seen in the global spirits industry.
Managing Director Alok Gupta said: “From the very beginning, our goal with Iconiq White was to create a world-class whisky in India, and this milestone validates that vision. Iconiq White has evolved from a disruptive ‘new-age’ launch into a record-breaking spirits brand, proving that our product proposition resonates deeply with today’s consumers.
As we scale across domestic markets and nine countries, this milestone reinforces our commitment to leading the high-margin Prestige & Above segment and building long-term value through consistent, global execution,” he said.