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Allied Blenders and Distillers (ABD) no longer wants to be known as a one-trick-pony company. Its as it plans to expand its portfolio which is dominated by Officer's Choice whisky. Officer's Choice is the largest selling whisky brand in India according to International Wine & Spirit Research (IWSR), which said that the brand grew 7.5 per cent to 15.8 million cases in 2011. It managed to beat seven-year reigning champ Bagpiper from United Spirits, which sold 15.6 million cases in 2011. While the success of Officer's Choice would provide cheer to the management of ABD, one worrying factor for the company is the dependence on a single brand. Four years ago, Officer's Choice accounted for around 99 per cent of revenues which has marginally come down to about 91 per cent,” said Mr Ahmed Rahimtoola, Vice-President, Marketing, ABD. Mr Rahimtoola said that share should come down to 70 per cent in three years which means the rest will comprise of newer brands and the others whose growth can be pushed further. “Officer's Choice Blue has been launched in two markets. We will take it national in 2012- 2013 and I am sure that it will sell 2 million cases in this financial year.” Mr Rahimtoola said that Lord & Master brandy, which was launched three months ago, was expected to sell 7.5 lakh to 1 million cases in this financial year, while Jamaican rum Jolly Roger could sell around 5 lakh cases .
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