ICONiQ Whisky: The Million-Case Milestone

By Author

Published on October 19, 2023

In a remarkable achievement, ICONiQ Whisky, introduced by Allied Blenders and Distillers (ABD), has rocketed to one million cases in September 2023, just a year after its launch in September 2022. This accomplishment is particularly noteworthy as ICONiQ Whisky is currently available exclusively in the North and East Indian states. In recent weeks, major states in these regions, such as Maharashtra and Telangana, have joined this incredible journey by introducing the whisky to their markets.

The rollout of ICONiQ Whisky was meticulously planned, with a staggered introduction state by state in most parts of North and East India commencing in September 2022. ICONiQ Whisky's unique blend, combining imported Scotch malts aged in bourbon oak casks with matured malts and Indian grain spirits, has resonated strongly with consumers in the regions where it has been introduced. This achievement of reaching one million cases is a significant step towards ABD's strategic transition to a higher value portfolio, particularly in the prestige and above segments.

Bikram Basu, Chief Strategy & Marketing Officer at ABD, expressed confidence in this milestone, stating, “Right at the time of the ICONiQ launch we went on record to say that ‘we are here with something very special, and here to win.’ I am confident that this is the start of many good things to come.”

Within just five years, ABD India has accomplished two major successes with millionaire brands in key and competitive segments of the industry. The first was Sterling Reserve Whisky, which reached five million cases in 2022, and now ICONiQ Whisky has achieved a million cases. This accomplishment is in line with the global success of ABD's Officer’s Choice franchise, which consistently ranks among the top three whiskies in terms of volume in 2022. ABD now boasts a portfolio with four million-plus case selling brands, each comprising 9 liters per case.

It's important to note that Allied Blenders and Distillers Limited is considering an initial public offering of its equity shares, subject to approvals, market conditions, and other considerations. A draft red herring prospectus, dated June 27, 2022, has been filed with the Securities and Exchange Board of India (SEBI). For further information, you can visit SEBI's website or the websites of the Book Running Lead Managers, including ICICI Securities Limited, Axis Capital Limited, Equirus Capital Private Limited, JM Financial Limited, and Kotak Mahindra Capital Company Limited. Please be aware that the Equity Shares have not been registered under the U.S. Securities Act of 1933 and will not be offered or sold within the United States, except under specific exemptions. The offering of Equity Shares is conducted outside the United States in accordance with Regulation S and the relevant laws of each jurisdiction.

The success of ICONiQ Whisky is a testament to ABD's dedication and commitment to providing high-quality products to consumers, and it paves the way for exciting developments in the future.

The Glenwalk Wins 'Most Disruptive Brand of the Year' at Talent Track Awards 2025

By Manu Vardhan Kannan

Published on May 31, 2025

The Glenwalk, a premium blended Scotch whisky brand co-founded by Bollywood actor Sanjay Dutt and Cartel Bros, has bagged the 'Most Disruptive Brand of the Year' title at the 8th Talent Track Awards 2025, held recently in Mumbai. Known for recognising excellence in digital content, branding, and marketing, the Talent Track Awards celebrated Glenwalk's innovative approach in a competitive spirits market.

This award adds to a long list of prestigious honours the brand has earned in a short span of time. These include a Bronze Medal at the London Spirits Awards 2025, Gold Medal at ProWine 2023, Silver Medal at ProWine 2024, Silver Medal at the London Spirits Competition 2024, Silver Award at IWSC 2024, and Gold at Spiritz Achiever 2024, among others. These accolades reflect the brand’s unwavering focus on quality and innovation, led by co-founders Mokksh Sani, Jitin Merani, Rohan Nihalani, Manish Sani, and Chief Business Officer Neeraj Singh.

“Winning the 'Most Disruptive Brand of the Year' title is both an honour and a responsibility. We have always believed in pushing boundaries, and this recognition reaffirms that our bold choices and fearless brand narrative are not only resonating but also setting new benchmarks,” said Mokksh Sani, Co-founder of Cartel Bros and Founder of Living Liquidz and Mansionz.

Since its launch, The Glenwalk has gained attention for its edgy brand storytelling and premium quality. By blending heritage craftsmanship with a bold, modern identity, it has carved a strong position in the Indian spirits market. The brand closed FY 2024–25 with 1.4 million bottles sold and has ambitious plans to triple this number to 4.2 million bottles in India, travel retail, and global markets.

“From day one, we set out to challenge the status quo and create something that would stand apart, not just in taste, but in approach,” said Sanjay Dutt, The Glenwalk’s brand ambassador and co-founder. “This award is a testament to the vision, the bold risks we took, and the incredible team behind the brand.”

This recognition as the 'Most Disruptive Brand of the Year' marks a major milestone for The Glenwalk. With a clear commitment to innovation and quality, the brand continues to reshape the premium whisky space in India and beyond.

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AYALAGAM: A Thamizh Food Festival Celebrating Authentic Flavours at Feathers Hotel

By Nishang Narayan

Published on May 31, 2025

Feathers Hotel’s Sangamithirai restaurant invites you to embark on a unique culinary voyage with AYALAGAM – A Thamizh Food Festival. Running from 30th May to 8th June, this week-long celebration brings the authentic flavours of Thamizh cuisine as lovingly preserved in Singapore and Malaysia, curated by the internationally acclaimed Chef Devagi Sanmugam — famously known as the “Spice Queen of Singapore.”

A Cultural and Culinary Homecoming

AYALAGAM is more than just a food festival. It’s a heartfelt journey into the soul of Thamizh cooking, reflecting the rich traditions and vibrant flavours that have travelled across oceans. Each day features a special curated set menu named after the iconic rivers of Tamil Nadu — Bhavani, Vaigai, Amaravathi, Thamirabharani, and Siruvani — capturing the diverse tastes and textures unique to different regions.

Highlights to Savor

Prepare your palate for a spectacular range of dishes blending tradition with innovation, including:

Peerkangai Kaintha Eral Soo Hoon Soup
Kozhi Sambal
Mutta Briyani
Palakkai Murungakai Kurma
Tauhu Urulai Kizhangu Sambal
Inippu Urappu Tamarai Thandu
Kadalai Paruppu Aatu Kothu Erachi Pirathal
Karuvepillai Meen
Vazhai Elai Kathirikai Chops
Nandu Parcel Soup
Sura Puttu Urundai
Palakai Biryani

Pudina Rasam
Masala Kalan Kutti Uttapam
Masala Sweet Potato Paniyaram
Maravalli Kizhangu Halwa
Pandan Idiappam with Vazhai Pazham Sauce
Chendol
Javarisi Elai Kozhukattai
Parangikkai Payasam

Each dish tells a story of tradition, spice, and home—elevated by Chef Devagi’s global expertise.

Meet the Spice Queen

Chef Devagi Sanmugam’s culinary journey spans over four decades, with 22 cookbooks and a global reputation as a culinary educator and consultant. Her passion for spices and Asian flavours shines through in this festival, bringing generations of recipes and memories to the table.

Feathers Executive Chef Murthi shared, “AYALAGAM is close to our hearts — it's about sharing the rich, soulful flavours of Thamizh cuisine from beyond our borders. Every dish brings a bit of home, with a twist.”

Chef Devagi adds, “Cooking for AYALAGAM feels like bringing my roots back to where it all began. These dishes are full of memories, spice, and love — just the way our grandmothers made them.”

Event Details:
Date: 30th May to 8th June 2025
Time: Lunch & Dinner
Venue: Sangamithirai, Feathers Hotel

Reservations: +91 78239 77825 | +91 73580 18812

Join AYALAGAM to taste the timeless culinary treasures of the Thamizh diaspora, celebrated with love and flair under one roof.