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May, 12 2014

ABD to expand its portfolio

Plans to add more variants to the group.

Allied Blenders & Distilleries (ABD), owned by Kishore Chabria that offers the popular whisky brand Officer’s Choice, is all set to expand its portfolio by adding more variants to the brand.

The group plans to introduce Pernod Ricard's Royal Stag whisky. Commenting on the new addition, Deepak Roy, Executive Vice Chairman and CEO, ABD, says, "With the launch of Officer's Choice Black, we intend to further expand the strong equity of the Officer's Choice brand, which is a part of our company's long-term premiumisation strategy."

Officer's Choice Black is presently available in West Bengal and Delhi where it is priced at Rs 410 for 750 ml, slightly higher than Royal Stag (Rs 360). The Blue variant is priced at Rs 290 for a 750ml bottle in Delhi.

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