| Alcoholic Beverages - Mass Premium | Mass premium whiskies and spirits focusing on affordability and wide consumer reach. | Established brand equity, extensive distribution, and low trade promotion costs. | B2C consumers in India’s mass premium alcohol market and international diaspora markets. | Flagship Officer’s Choice Whisky with high gross margins over 40%. | 4500 | 56 | Product sales through retail and distribution networks across India and export markets. | Competitive pricing with strong brand recall; high volume, moderate margin model. | Consumer shift towards branded spirits, urbanization, and expanding retail penetration. | Officer's Choice Whisky, Officer's Choice Blue, Srishti Whisky |
| Alcoholic Beverages - Prestige & Above | Premium to super-premium whiskies, brandies, and gins targeting aspirational consumers. | Innovative product portfolio with award-winning brands and super-premium positioning. | B2C consumers in premium segments, hotels, bars, luxury outlets. | ICONiQ White and premium brandies contributing to above-average margins. | 2800 | 35 | Premium product sales and brand licensing across high-end retail and on-premise channels. | Premium pricing with targeted marketing and brand-building investments. | Rising disposable income, premiumization trend, and new launches like ICONiQ White. | Sterling Reserve B7 & B10 Whisky, Kyron Brandy, Golden Mist Brandy, ICONiQ White Whisky |
| Super-Premium to Luxury Spirits | Luxury and super-premium spirits crafted for discerning consumers seeking exclusivity and craftsmanship. | Exclusive partnerships, first-mover advantage in certain segments, and celebrity association-driven brand equity. | Upscale urban consumers, luxury hotels, and specialized retailers. | Luxury whisky and gin segments with significant pricing power. | 600 | 7 | Sales of luxury brands in select Indian states, travel retail, and niche international markets. | High-margin, selective distribution with brand collaborations and strategic partnerships. | Expanding premium consumer base, celebrity endorsements, and strategic international partnerships. | Arthaus Blended Malt Whisky, Zoya Gin variants, Rangeela Vodka, Aodh Irish Whiskey, Russian Standard Vodka |
