Allied Blenders and Distillers Limited (ABD) on Tuesday unveiled a revamped avatar of Officer’s Choice Blue, introducing premium packaging and a refreshed identity as the spirits maker looks to strengthen the brand’s positioning in the Premium & Above (P&A) segment.The new packaging features a sleeker bottle structure, a transparent label with matte gold foiling and an embossed “Trusted Since 1988” marker. Designed by a leading European firm, the new pack retains the brand’s legacy while targeting evolving consumer preferences. Officer’s Choice Blue is blended with imported Scotch malts and matured in bourbon barrels.
ABD Managing Director Amar Sinha said the relaunch is aimed at bringing renewed energy and contemporary style to the brand while maintaining its promise of quality and consistency. He said the new identity is expected to strengthen the brand’s relevance and support its next phase of growth. The rollout will begin in Uttar Pradesh and Maharashtra, followed by West Bengal, Odisha, Meghalaya and Haryana, with additional markets to be covered subsequently.
West Bengal is among the next markets for the phased launch, placing Kolkata among the eastern markets that will see the new Officer’s Choice Blue packaging. The rollout forms part of ABD’s broader premiumisation strategy. ABD has a presence in 39 international markets and operates across whisky, brandy, rum, vodka and gin. Its manufacturing network comprises 40 units, including nine owned bottling facilities, two distilleries and one PET bottle plant.
