Indore: Allied Blenders & Distillers Pvt. Ltd. (ABD), a Kishore Chhabria promoted company, had recently introduced a new packaging with the same refined taste for its flagship brand Officer’s Choice. The brand will be available in a new look in the state of Rajasthan.

The new Officer’s Choice bottle structure is stylish, elegant, assertive and easy to hold. The embossing at the back of the structure adds to the authenticity of the product and to its sensorial pleasure. The Label Graphics are premium, contemporary and stylish, with an evolutionary up gradation from the current label, so as to not alienate current consumers. The stylish crest also adds to the elegance of the label graphics and gives the brand character and finesse. The core identifiers of the current pack have been retained i.e. the Officers Choice font and the OC badge. Similarly, interplay of red, white, gold and black has been used, to bring in newness and also an element of familiarity.

Officers Choice is the fastest growing whisky brand in the country and is on a high growth trajectory, clocking a CAGR of 31% over the last 3 years. The new packaging has been introduced to bolster sales, increase market share and propel further growth whilst also meeting consumers’ needs and aspirations. It aims to retain and energise the current franchise and also bring in drinkers of competing brands. The new packaging also endeavours to infuse the brand with youthful dynamism, a today’s feel and a feeling of pride amongst existing and new consumers.

Says Mr. Deepak Roy, Executive Vice Chairman and CEO, ABD, “Officer’s Choice has enjoyed terrific growth over the past three years and is currently the fastest growing whisky brand in the country. This new and attractive bottle design, with its regal yet contemporary look, further reinforces the brand’s quality and premium cues. It also increases visual impact and should ensure even greater appeal to its TG, while also attracting drinkers of competing brands. Rajasthan is one of our important leadership market and we are confident that our audience will not only appreciate but also enjoy this new look of Officer’s Choice.”

Says Roopak Chaturvedi, Director Sales and marketing “Modernizing with the changing world, we thus bring to you a ‘new and improved’ OC. The new design incorporates both traditional and contemporary elements, whist also reflecting the brand’s core value of righteousness. We’ve decided to completely revamp the OC look and positioning in order to widen our market appeal and ultimately drive long-term and sustainable growth for the brand.”