Mumbai, 1^st September 2026.

Allied Blenders and Distillers Limited (ABD), India's leading spirits company, today unveiled a transformed avatar for one of its most celebrated labels, Officer's Choice Blue. Featuring smartly designed premium packaging and a vibrant, refreshed identity, the relaunch is set to redefine the consumer experience in the Premium & Above (P&A) segment.

Officer's Choice Blue has been an anchor for quality benchmarks since inception. Blended with imported Scotch malts and matured to perfection in bourbon barrels, the liquid has long earned the trust of millions. The brand’s striking new avatar honours this lineage while stepping boldly to the modern era, reflecting ABD’s commitment to elevating consumer experiences with innovation.

The new look is a perfect expression of modern, premium design. It introduces a sleeker, more sophisticated bottle structure complemented by a transparent label with elegant matte gold foiling. Prominently embossed on the pack is the "Trusted Since 1988" marker, a proud nod to the brand’s rich legacy. Designed by one of the top European firms, the new packaging brings a contemporary look to Officer’s Choice Blue.

Speaking on the relaunch, Mr. Amar Sinha, Managing Director, ABD, said, "Officer's Choice Blue has been an integral part of our story for more than three decades. As the modern Indian consumer evolves, we believe their favourite brands should evolve with them. This relaunch is about bringing a renewed sense of pride, energy, and contemporary style to Officer’s Choice Blue. The refreshed packaging has been developed to make the brand more contemporary and premium, while staying true to its core promise of quality and consistency. We believe this renewed identity will further strengthen the brand’s relevance and support its next phase of growth." 

The rollout will be implemented in a phased manner across major markets, beginning with Uttar Pradesh and Maharashtra followed by West Bengal, Odisha, Meghalaya and Haryana. More markets will be covered subsequently.