Allied Blenders and Distillers Limited (ABD) has announced a significant milestone as its flagship brand, ICONiQ White Whisky, surpasses 10 million cases in the financial year 2026. This achievement marks one of the fastest growth trajectories within the high-margin Prestige & Above spirits segment.
Launched in September 2022, ICONiQ White Whisky made its debut through ABD’s MetaBar in the metaverse before expanding to markets in East and North India, eventually achieving national distribution. The brand recorded sales of 0.32 million cases in FY23 during its initial rollout phase.
The momentum continued in FY24, with sales volumes rising to 2.27 million cases, earning the brand recognition as the fastest growing millionaire spirits brand globally for the calendar year 2023, as per Drinks International‘s Millionaires’ Club Report 2024. This growth trajectory persisted into FY25, with sales reaching 5.7 million cases, maintaining its distinction for the second consecutive year as the fastest growing millionaire spirits brand for 2024, according to Drinks International’s Millionaires’ Club Report 2025.
In just 43 months, ICONiQ White Whisky has achieved the historic milestone of 10 million cases in FY26, showcasing one of the fastest scale-up journeys in the global spirits industry. The brand has also expanded its reach, now available in Canteen Stores Department (CSD) and multiple overseas markets, reflecting its deepening connection with consumers across regions.
Alok Gupta, Managing Director of ABD, commented on the achievement, stating, “The journey from zero to 10 million cases in such a short period is a landmark achievement that redefines the growth playbook in the spirits industry. 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 Whisky’s success is supported by its commitment to quality, recognised through multiple international accolades, including Gold Medals at the International Spirits Challenge 2024, International Whisky Competition 2024, and India Wine & Spirits Awards 2024. It also received the Gold Quality Award at Monde Selection 2024 and the Superior Taste Award at the International Taste Institute 2024 in Brussels.
The brand has cultivated a distinct identity that resonates with India’s contemporary youth culture, aligning with a generation that values individuality and authentic expression. This synergy was evident at the ICONiQ White NH7 Weekender 2026, a leading cultural platform in India.
Disclaimer: This article is based on a regulatory filing submitted to the National Stock Exchange of India (NSE).