loader2
Login Open ICICI 3-in-1 Account
  • Text Size
  • Text to Speech
  • Color Contrast
  • Pause Animations

Open ICICI
3-in-1 Account

Manage your Savings, Demat and Trading Account conveniently at one place

+91

BLOG

Allied Blenders and Distillers (ABD) has unveiled a refreshed avatar of Officer’s Choice Blue

ICICIdirect Research 02 Sep 2026 DISCLAIMER

News: Allied Blenders and Distillers (ABD) has unveiled a refreshed avatar of Officer’s Choice Blue, featuring a sleeker bottle structure, transparent label and matte-gold foiling as it seeks to strengthen the brand’s positioning in the Premium & Above (P&A) segment. The new packaging, designed by a European firm, retains the brand’s “Trusted Since 1988” legacy while offering a more contemporary identity. The rollout will be phased, starting with Uttar Pradesh and Maharashtra, followed by West Bengal, Odisha, Meghalaya and Haryana, with other markets to be covered subsequently. The relaunch is aimed at enhancing consumer experience and supporting the brand’s next phase of growth.

View: Officer’s Choice Blue (OC Blue) was expected undergo a complete brand reset in Q3FY27, including new packaging, refreshed communication and enhanced visibility to revive growth in the Prestige & Above segment. The company witnessed drop in volumes for Officer Choice brand over the recent period, hence, it decided a complete overhaul of the brand through rebranding and re packaging to make it market relevant. Further, Sterling Reserve B7 (B7) will also be relaunched in Q4FY27 with revamped packaging and sharper premium positioning to improve consumer traction. Management expects ICONiQ White, OC Blue and B7 to collectively strengthen the premium portfolio over the medium term. We believe these initiatives reflect the company’s efforts to revive its brands through better positioning and visibility in the market, which should improve consumer appeal and offtake. Overall, the brand refreshes should aid stronger premium positioning of ABD’s portfolio and support growth in the P&A segment.

Impact: Positive

Download ICICI Direct app

Invest, Track, and Manage your Portfolio Anytime, Anywhere

Download ICICI Direct app

Invest, Track, and Manage your Portfolio Anytime, Anywhere