Allied Blenders and Distillers Limited (ABD), by the maker of ICONiQ White International Grain Whisky, reports another historic milestone as its flagship brand surpasses the 100 Lakhs, or 10 million cases in FY26 and still counting.
With the financial year drawing to close, this landmark achievement showcases one of the fastest growth trajectories within the relatively high-margin Prestige & Above segment.
From Metaverse Launch to National Expansion
Launched in September 2022 with a digital first debut through ABD’s MetaBar, in the metaverse, ahead of its market rollout, ICONiQ White Whisky began its initial product introductions in select markets of East and North India before expanding nationally. The brand recorded sales of 0.32 million cases in FY23 during its early rollout phase.
Rapid Growth Across Financial Years
Momentum accelerated sharply in FY24, with volumes rising to 2.27 million cases, earning recognition as the fastest growing millionaire spirits brand in the world for calendar year 2023 as per Drinks International’s Millionaires’ Club Report 2024. The growth trajectory continued in FY25, with the brand crossing 5.7 million cases, securing the distinction for the second consecutive year as the fastest growing millionaire spirits brand in the world for calendar year 2024 as per Drinks International’s Millionaires’ Club Report 2025.
Scaling New Heights in FY26
Just 43 months old, ICONiQ White Whisky has now achieved a historic milestone of 10 million Cases only in FY26, underscoring one of the fastest scale up journeys seen in the global spirits industry.
Leadership Perspective
Speaking on the achievement, Alok Gupta, Managing Director, Allied Blenders and Distillers Limited, said, “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 has evolved from a disruptive ‘new-age’ launch into a record breaking spirits brand, proving that our product proposition resonates deeply with today’s consumers. As we scale across domestic markets and 9 countries, this milestone reinforces our commitment to leading the high-margin Prestige & Above segment and building long-term value through consistent, global execution.”
