ABD to launch semi-premium whiskey in Nigeria

Kolkata, April 24 (IANS) Allied Blenders and Distillers (ABD), India's third largest spirits company, is to launch 'Officer's Choice Blue', a semi-premium whiskey, in Nigeria and Malaysia within a couple of months, a top company executive said Tuesday.

"We have already tested the product in Nigeria and Malaysia. The response is good. We are looking to launch the product in these markets within a couple of months," ABD chief sales and marketing officer Roopak Chaturvedi told reporters here.

The company, which has its flagship brand Officer's Choice, the second largest-selling whisky brand in the world, is also planning to launch Officer's Choice Blue in Southeast Asia and the Middle East.

"We are also looking at markets in Southeast Asia and Middle East as well," Chaturvedi said.

The company, which exported about 1.2 million cases (nine litres each) last fiscal, is hoping that the numbers would grow in this financial year.

Company's executive vice chairman and CEO Deepak Roy said it already had strong presence in Hong Kong and Japan.

"We also have a significant presence in Hong Kong, Japan and Far East. We are looking to strengthen our presence in those markets as well," Roy said.

ABD, which has presence in almost all the categories within the spirits industry with Jolly Rogers rum and Class 21 Vodka in its portfolio, sold a total of about 18 million cases last fiscal.

The company had entered into the rapidly growing semi premium whiskey segment by introducing 'Officer's Choice Blue' in Assam and Maharashtra five months ago. It will foray into the segment pan-India basis in August this year.