Officer's Choice

Last updated

Officer's Choice
Officer's Choice logo.jpg
Logo of Officer's Choice
Type Indian whisky
Manufacturer Allied Blenders & Distillers
Distributor Allied Blenders & Distillers
Country of origin India
Introduced1988
Alcohol by volume 42.8%
ColourBrown
VariantsOfficer's Choice Blue

Officer's Choice rum(new)

Officer's Choice Black
Website abdindia.com/officer-s-choice

Officer's Choice, commonly known as OC, is an Indian whisky brand which is owned by Allied Blenders & Distillers (ABD), formerly BDA. It is considered to be one of the largest spirit brands in the world. In 2015 Officer's Choice overtook Smirnoff vodka to become the world's largest selling spirit brand. In calendar year 2014, the brand sold 28.4 million cases, higher than any other spirit brand in the world. Compared to the other Indian whiskies which are mainly made from molasses (therefore technically making them rums), OC is made from grain. [1]

Contents

History

In 1988 Kishore Chhabria, the future founder of Allied Blenders & Distilleries (ABD), was then managing director of the Shaw Wallace, an Indian liquor manufacturer based in Kolkata owned by his elder brother, Manu Chhabria. Kishore Chhabria noticed that all attention had been given to frontline brands and some brands had been ignored by the administration of the company. To boost neglected brands, he set up a separate division of the company in Delhi and created a new whisky which he intended to have affordability with class. [2] [3]

Dispute over ownership

Kishore Chhabria had a long dispute with Vijay Mallya of United Spirits over ownership of the Officer's Choice brand. In 1990s Kishore Chhabria fell out with his brother Manu Chhabria and left Shaw Wallace, taking "Officer's Choice" with him. Later he joined Vijay Mallya who gave Kishore equal stakes of his company, Herbertson. At that time OC became a product of Herbertson. Later Kishore also fell out with Mallya, and left Herbertson taking a single brand, "Officer's Choice" with him. He established his own company, Allied Blenders & Distilleries (ABD), and OC became its prime brand. However, Mallya bought Shaw Wallace after the death of Manu Chhabria. Mallya also claimed that "Officer's Choice" was the product of his company. Finally, this dispute was resolved out of court with Kishore paying 8 crore (US$1.0 million) to Mallya. [4] [5] [6] [7] [8]

Variants

Officer's Choice Blue logo Officer's Choice Blue logo.jpg
Officer's Choice Blue logo

Officer's Choice historically targeted daily wage earners. To extend its consumer scope ABD introduced premium versions of Officer's Choice namely Officer's Choice Blue, and Officer's Choice Black. [1] The black variety is a blend prepared using Indian grain spirits and rare Scotch malts that have been aged in charred oak barrels. [9]

Sales

In 2013, OC for the first time became the largest selling whisky in the world by overtaking Johnnie Walker. [1] It sold 23.8 million cases in 2013 which was 15% of the liquor market share of India. As per 2013 sales, OC was the third largest selling spirit brand in the world, while Smirnoff vodka was on the top spot. [10] OC sold 28.3 million cases in 2014 and overtook Smirnoff vodka as the largest selling spirit brand in the world. [1] In 2013 calendar year, the retail sale of Officer's Choice exceeded $1.25 bn. OC became the 3rd Indian spirit brand to cross the $1 billion mark, the other 2 being McDowell's No. 1 and Royal Stag. [11]

Following table shows annual sale of Officer's Choice since 2009. [1] [12]

YearSales (in million cases)
200911.1
201011.6
201116.5
201218.1
201323.8
201428.5
201936.5

See also

Related Research Articles

<span class="mw-page-title-main">Smirnoff</span> Vodka brand founded in Russia

Smirnoff is a brand of vodka owned and produced by the British company Diageo. The Smirnoff brand began with a vodka distillery founded in Moscow by Pyotr Arsenievich Smirnov (1831–1898). It is distributed in 130 countries. Smirnoff products include vodka, flavoured vodka, and malt beverages. In 2014, Smirnoff was the best selling vodka around the world.

<span class="mw-page-title-main">Diageo</span> Multinational alcoholic beverages company

Diageo plc is a British multinational alcoholic beverage company, with its headquarters in London, England. It operates from 132 sites around the world. It is a major distributor of Scotch whisky and other spirits. Distilleries owned by Diageo, produce 40% of all Scotch whisky with over 24 brands, such as Johnnie Walker, J&B and Vat 69

<span class="mw-page-title-main">Pernod Ricard</span> French company that produces distilled beverages

Pernod Ricard is a French company best known for its anise-flavoured pastis apéritifs Pernod Anise and Ricard Pastis. The world’s second-largest wine and spirits seller, it also produces several other types of pastis.

<span class="mw-page-title-main">William Grant & Sons</span> Scottish alcohol distillery

William Grant & Sons Ltd is an independent, family-owned Scottish company that distills Scotch whisky and other selected categories of spirits. It was established in 1887 by William Grant, and is run by Grant's descendants as of 2018. It is the largest of the handful of Scotch whisky distillers remaining in family ownership.

<span class="mw-page-title-main">Vittal Mallya</span> Indian entrepreneur

Vittal Mallya was an Indian entrepreneur, best known as the former chair of the India-based United Breweries Group. Mallya is the father of an Indian businessman Vijay Mallya.

<span class="mw-page-title-main">Whyte & Mackay</span> Scottish alcoholic beverage company

Whyte & MackayLtd is a company producing alcoholic beverages based in Glasgow, Scotland. It is owned by the Philippines based company Alliance Global.

<span class="mw-page-title-main">Indian whisky</span> Type of distilled liquor produced in India

As of 2006 most distilled spirits labelled as "whisky" in India were a form of Indian-made foreign liquor, commonly blends based on neutral spirits that are distilled from fermented molasses with only a small portion consisting of traditional malt whisky, usually about 10 to 12 percent. Outside India, such a drink would more likely be labelled a rum. According to the Scotch Whisky Association's 2013 annual report, unlike in the European Union (EU), "there is no compulsory definition of whisky in India, and the Indian voluntary standard does not require whisky to be distilled from cereals or to be matured. Very little Indian 'whisky' qualifies as whisky in the EU owing to the use of molasses or neutral alcohol, limited maturation and the use of flavourings. Such spirits are, of course, considerably cheaper to produce than genuine whisky." Such molasses-based blends made up 90 percent of the spirits consumed as "whisky" in India in 2004, although whisky wholly distilled from malt and other grains, was also manufactured and sold. By 2004 shortages of wheat had been overcome and India was one of the largest producers. Amrut, the first single malt whisky produced in India, was launched in Glasgow, Scotland in 2004. After expanding in Europe it was launched in India in 2010.

<span class="mw-page-title-main">Bagpiper (whisky)</span> Brand of Indian Whisky

Bagpiper is a brand of Indian whisky, manufactured by United Spirits Ltd (USL), a Diageo Group company, and launched in October 1976. Bagpiper is sold in a square bottle with black and gold packaging design. The company describes the whisky's flavour as "a light malty aroma and a hint of a smooth woody character, owing to the use of malt spirits specifically matured in pre-identified American oak casks". It is similar to a blended whisky flavored with pot still malt whisky, but the neutral spirits used as base are distilled from molasses instead of grain.

<span class="mw-page-title-main">Vijay Mallya</span> Indian businessman and politician

Vijay Vittal Mallya is an Indian businessman, former politician and fugitive. He is the subject of an extradition effort by the Indian Government to return him from the UK to face charges of financial crimes in India.

Manohar Rajaram Chhabria, commonly known as Manu Chhabria was an Indian businessman based in Dubai, and the owner of the $2.5 billion transnational conglomerate, Jumbo Group.

<span class="mw-page-title-main">Sazerac Company</span> Alcoholic drinks company based in New Orleans, US

Sazerac Company, Inc is a privately held American alcoholic beverage company headquartered in Metairie in the metropolitan area of New Orleans, Louisiana, but with its principal office in Louisville, Kentucky. The company is owned by billionaire William Goldring and his family. As of 2017, it operated nine distilleries, had 2,000 employees, and operated in 112 countries. It is one of the two largest spirits companies in the United States, with annual revenue of about $1 billion made from selling about 300 mostly discount brands.

<span class="mw-page-title-main">Royal Stag</span> Brand of Indian Whisky

Royal Stag, also known as Seagram's Royal Stag, is an Indian whisky launched in 1995. It is available in many countries across the world in various pack sizes. It is Pernod Ricard's best selling brand by volume. It is a blend of grain spirits and imported Scotch malts. It is commonly available in 1 L, 750 mL, 375 mL and 180 mL bottles and also available in 90 mL and 60 mL bottles. The brand is named after a species of deer famous for its antlers, that is also featured in its logo. It is produced in several company-owned as well as bottler-owned distilleries. It was the first whisky brand launched in India that did not use any artificial flavours.

<span class="mw-page-title-main">Blenders Pride</span> Brand of Indian Whisky

Blenders Pride is a brand of Indian whisky, owned by Pernod Ricard, and launched in 1995. As described in the company website, It is a blend of Indian grain spirits and imported Scotch malt.

<span class="mw-page-title-main">Antiquity (whisky)</span> Brand of Indian Whisky

Antiquity is a brand of Indian whisky, manufactured by United Spirits Ltd (USL), a Diageo Group company. It was launched in 1992 and is available in two variants – Antiquity Blue and Antiquity Rare.

Royal Challenge, commonly referred to by the abbreviation RC, is a brand of Indian whisky, manufactured by United Spirits Ltd (USL), a Diageo Group company. It was launched in the early 1980s. According to Binod K. Maitin, a United Breweries technician who oversees all the liquor blends for the company, Royal Challenge is a grain flavored whisky, blended with Scotch malts and Indian malts. In an article for The Wall Street Journal, reporter Eric Felton states that, "About 12% of the blend comes from real malt whiskies: some of it made in India, some actual Scotch. The rest of the mix is a neutral spirit distilled from molasses. That means that, strictly speaking, Royal Challenge, like most Indian "whisky", is actually a rum flavored to pass as whisky." The manufacturer has refused to state the percentage of Scotch whisky used in the blend. In the United States, Royal Challenge is referred to as "spirit whisky". Besides India, Royal Challenge is sold in several other countries including the Middle East and the United States.

John Distilleries Pvt Ltd is an Indian company that produces distilled beverages, and the company's flagship brand is Original Choice whisky. It also manufactures brandy, whisky, wines, and the award winning single malt whisky called Paul John. The founders have sold 51% of the company to Sazerac Company.

<span class="mw-page-title-main">Director's Special (whisky)</span> Brand of Indian Whisky

Director's Special, commonly referred to by its abbreviation DSP, is a brand of Indian whisky, manufactured by United Spirits Ltd (USL), a Diageo Group company. It is molasses based. Shaw Wallace won a legal battle in US courts against the Scotch Whisky Association (SWA) to sell the product as "whisky".

United Spirits Limited, abbreviated to USL, is an Indian alcoholic beverages company, and the world's second-largest spirits company by volume. It is a subsidiary of Diageo, and headquartered at UB Tower in Bangalore, Karnataka. USL exports its products to over 37 countries.

Radico Khaitan Ltd. (RKL), formerly Rampur Distillery & Chemical Company Ltd., is an Indian company that manufactures industrial alcohol, Indian Made Foreign Liquor (IMFL), country liquor and fertilizers. It is the fourth largest Indian liquor company. Radico brands are sold in more than 85 countries, including USA, Canada, South America, Africa, Europe, South East Asia, Australia, New Zealand and the Middle East.

<span class="mw-page-title-main">McDowell's No.1</span> Brand of Indian Spirits

McDowell's No.1 is an Indian brand of spirits manufactured by United Spirits Limited (USL), a Diageo Group company. It is USL's flagship brand and the largest umbrella spirits brand in the world, comprising three categories – whisky, brandy, and rum. The brand also has bottled water and soda. The brand began with the launch of McDowell's No.1 Brandy in 1963–64. The brand's slogan is No1 Yaari Ka No1 Spirit.

References

  1. 1 2 3 4 5 Sagar Malviya, ET Bureau 20 June 2015, 05.48AM IST. "Officer's Choice pips Smirnoff as world's top-selling spirits brand – timesofindia-economictimes". Articles.economictimes.indiatimes.com. Retrieved 9 January 2016.{{cite web}}: CS1 maint: multiple names: authors list (link)
  2. "Kishore Chhabria: The man behind the world's largest selling whisky brand". Businesstoday.in. 23 December 2012. Retrieved 9 January 2016.
  3. "Officer's Choice, Royal Stag in $1bn club" . Retrieved 22 October 2014.
  4. "Mallya-Chhabria battles will continue- Business News". Businesstoday.in. 9 October 2012. Retrieved 9 January 2016.
  5. "Vijay Mallya, Kishore Chhabria settle Officer's Choice dispute for Rs 8 cr". Businesstoday.in. 9 October 2012. Retrieved 9 January 2016.
  6. Badrinath, Raghuvir (8 October 2012). "Vijay Mallya, Kishore Chhabria set to bury all legal disputes | Business Standard News". Business Standard India. Business-standard.com. Retrieved 9 January 2016.
  7. "Mallya-Chhabria dispute may come to an end in 2 months – timesofindia-economictimes". Articles.economictimes.indiatimes.com. Times News Network. Retrieved 9 January 2016.
  8. "What lies behind Chhabria-Mallya truce? – Rediff.com Business". Rediff.com. 7 November 2012. Retrieved 9 January 2016.
  9. Balakrishnan, Reghu (11 May 2014). "After testing premium waters, ABD ready to fight Royal Stag | Business Standard News". Business Standard India. Business-standard.com. Retrieved 9 January 2016.
  10. sam says (29 May 2014). "India's Officer's Choice becomes world's largest whisky brand". Thespiritsbusiness.com. Retrieved 9 January 2016.
  11. "Officer's Choice, Royal Stag in $1bn club – Times of India". Timesofindia.indiatimes.com. 20 March 2014. Retrieved 9 January 2016.
  12. "Indian Whisky Brand Champions 2014". Thespiritsbusiness.com. 18 June 2014. Retrieved 9 January 2016.