Allied Blenders and Distillers Ltd (ABD), a leading spirits company, has unveiled a refreshed avatar of Officer’s Choice Blue, one of its established whisky brands.
The relaunch features premium packaging and a refreshed visual identity, aimed at strengthening the brand’s position in the Premium & Above (P&A) segment.
New design highlights brand legacy
Blended with imported Scotch malts and matured in bourbon barrels, Officer’s Choice Blue has built a strong consumer base over the years.
The new packaging features a sleeker bottle structure, a transparent label and matte gold foiling. The pack also carries the “Trusted Since 1988” marker, highlighting the brand’s legacy.
Phased rollout across markets
The new packaging has been designed by a European design firm and gives the brand a more contemporary appearance.
“Officer’s Choice Blue has been an integral part of our story for more than three decades. As the modern Indian consumer evolves, we believe their favourite brands should evolve with them,” Allied Blenders and Distillers, Managing Director, Amar Sinha, said.
Focus on premium positioning
“This relaunch is about bringing a renewed sense of pride, energy, and contemporary style to Officer’s Choice Blue,” he said.
“The refreshed packaging has been developed to make the brand more contemporary and premium, while staying true to its core promise of quality and consistency,” he said.
Partial rollout
The rollout will be implemented in phases across major markets, beginning with Uttar Pradesh and Maharashtra.
West Bengal, Odisha, Meghalaya and Haryana will follow, with additional markets to be covered subsequently.