Allied Blenders and Distillers Limited (ABD), India’s largest domestic spirits company by volume, has achieved a major milestone with its flagship ICONiQ White International Grain Whisky surpassing 10 million cases (100 lakh) in FY26, with growth still ongoing. This achievement highlights one of the fastest expansion trajectories in the high-margin Prestige & Above segment.

Launched in September 2022 with a digital-first debut via ABD’s MetaBar in the metaverse, ICONiQ White Whisky initially entered select markets in East and North India before expanding nationwide. The brand recorded sales of 0.32 million cases in FY23 during its early rollout phase.

Growth accelerated significantly in FY24, with volumes reaching 2.27 million cases. It was recognised as the world’s fastest-growing millionaire spirits brand for calendar year 2023, according to Drinks International’s Millionaires’ Club Report 2024. The momentum continued into FY25, with volumes crossing 5.7 million cases, earning the same global recognition for the second consecutive year as per the 2025 report.

Now just 43 months since launch, ICONiQ White Whisky has crossed the 10 million cases milestone in FY26, marking one of the fastest scale-ups in the global spirits industry.

The brand has also expanded its reach to the Canteen Stores Department (CSD) and strengthened its international presence across multiple overseas markets, reflecting its growing appeal among consumers.

Commenting on the milestone, Managing Director Alok Gupta said the journey from zero to 10 million cases in such a short span redefines growth benchmarks in the spirits industry. He added that the brand was envisioned as a world-class whisky made in India, and its rapid rise validates that vision while reinforcing ABD’s focus on long-term value creation and leadership in the premium segment.

ICONiQ White Whisky’s success is further supported by global recognition for quality. The brand has won gold medals at the International Spirits Challenge (ISC) 2024, International Whisky Competition (IWC) 2024, and India Wine & Spirits Awards (IWSA) 2024. It also received the Gold Quality Award at Monde Selection 2024 and the Superior Taste Award at the International Taste Institute 2024 in Brussels.

Beyond sales and accolades, the brand has built a strong identity aligned with India’s contemporary youth culture, celebrating individuality and self-expression. This connection was prominently showcased at the recently concluded ICONiQ White NH7 Weekender 2026, where the brand featured on one of India’s leading cultural platforms.