Allied Blenders and Distillers Limited (ABD) has expanded its seasonal whisky innovation, ICONiQ WINTER International Grain Whisky, to Uttar Pradesh and Haryana, marking a major milestone in the company’s premiumisation and regional growth strategy. The move follows the brand’s strong performance in Maharashtra and reinforces ABD’s push into high-consumption winter markets across North India.
Speaking on the company’s strategic direction, the senior leadership emphasized that the expansion reflects ABD’s sharp focus on consumer-led innovation, efficient pricing architecture, and strengthening category presence in high-volume states. ICONiQ, which has doubled both its volumes and market share this year, has emerged as one of India’s fastest-growing prestige-whisky brands, crossing 1 million cases in UP in just the first five months of FY26.
The premium seasonal blend—crafted with winter spices like cinnamon, clove, cardamom, pepper, nutmeg and ginger, and aged in Bourbon Oak casks—is targeted specifically at northern markets where festive demand and colder temperatures drive whisky consumption patterns. ICONiQ WINTER debuted at ₹620 (750ml) in Uttar Pradesh and ₹570 (750ml) in Haryana.
The company’s leadership stated that the launch underscores ABD’s broader financial strategy of portfolio premiumisation, improving mix, and capturing market share in India’s largest whisky-consuming belt. With 37 manufacturing units—including distilleries, bottling units, and non-owned manufacturing partners—the company aims to scale ICONiQ’s footprint while maintaining operational efficiency.
ABD said the expansion strengthens its North India presence and continues its momentum in the prestige whisky category, marking another step in its focus on innovation, profitability, and long-term brand value creation.
