Allied Blenders & Distillers Ltd. has expanded its ICONiQ portfolio with the launch of ICONiQ Winter International Grain Whisky in Uttar Pradesh and Haryana. The seasonal blend, crafted with warming spices and premium grains, marks ABD’s continued push in key northern markets following strong consumer response and rapid brand growth.
Allied Blenders & Distillers Ltd. (ABD) has expanded its flagship ICONiQ portfolio by launching ICONiQ Winter International Grain Whisky in the key northern Indian markets of Uttar Pradesh and Haryana. This move builds on the strong consumer response the winter-themed whisky has already received in Maharashtra.
ICONiQ Winter is a seasonal innovation crafted to offer warmth and depth during colder months. The blend combines select Scotch malts and Indian grain spirit, infused with spices traditionally associated with warming, such as cinnamon, ginger, clove, nutmeg, pepper, and cardamom.
ABD leaders say the whisky is designed to retain whisky drinkers who might otherwise shift to rum during winter. According to Arun Barik, Executive Director at ABD, the ingredients not only add flavour but also provide “inherent benefits,” making ICONiQ Winter a bold, innovative twist on traditional whisky.
The launch dovetails with ABD’s broader strategy of premiumisation and market expansion. ICONiQ as a brand has doubled both its volumes and market share, according to the company, and has recorded strong traction in North India — in Uttar Pradesh, ICONiQ has crossed 1 million cases within the first five months of the current fiscal year.
Pricing for ICONiQ Winter has been set competitively for the region: in Uttar Pradesh, the 750 ml bottle is priced at ₹ 620 and a 180 ml variant at ₹ 160, while in Haryana it is available at ₹ 570 for 750 ml and ₹ 170 for 180 ml.
The whisky is aged in Bourbon oak casks, giving it a smooth profile with toasted undertones and a lingering, cozy finish that captures the spirit of the season.
ABD’s innovation team sees this launch as more than just a new product — they believe ICONiQ Winter could redefine how the company approaches seasonal consumer behaviour and preferences. Bikram Basu, Chief Innovation & Strategy Officer at ABD, noted that modern consumers are “bold and experimentative,” willing to try unconventional flavours and formats.
The expansion into Uttar Pradesh and Haryana also reflects ambitious regional goals. According to ABD’s CFO, the company is doubling down on North India — a high-consumption, high-opportunity zone — to leverage its premium portfolio and build long-term brand equity.
ICONiQ itself is not new to rapid growth: its white international grain whisky variant recently crossed 50 lakh cases in FY 24-25, underscoring its popularity among younger, aspirational consumers.
For ABD, the launch of ICONiQ Winter in UP and Haryana marks a significant step not just in product innovation but in deepening its reach and relevance in evolving markets. By marrying craftsmanship with consumer insights, the company is aiming to shape how whisky is enjoyed — especially during the winter season where cultural habits and taste preferences converge.
