In a strategic move to strengthen its presence in the premium spirits segment, Allied Blenders and Distillers (ABD) — India’s third-largest spirits company by volume — has launched Golden Mist French Brandy in Karnataka. This launch marks ABD’s entry into the growing prestige brandy category, which is witnessing a notable 13.1% growth rate in the region.
A Strategic Expansion Into Prestige Brandy
With Golden Mist, ABD is targeting the premium brandy segment, which is growing faster than the overall category’s high single-digit rate. The brandy is positioned in the mid-premium range and is aimed at discerning consumers who seek high-quality, authentic spirits with rich taste profiles.
This launch supports ABD’s broader strategy to diversify beyond its flagship whisky brands like Officer’s Choice and Sterling Reserve. The company is now expanding into premium non-whisky segments to meet changing consumer preferences.
Premium Quality with French Influence
ABD crafted Golden Mist French Brandy with a strong focus on authenticity and flavor. The brandy ages in French oak casks, which gives it a deep amber hue and a complex flavor profile.
The blend offers rich grape notes, enhanced by undertones of licorice, honey, and mild spices. It delivers a smooth, refined drinking experience.
ABD’s Managing Director, Alok Gupta, said, “Golden Mist represents everything the evolving Indian consumer is asking for — heritage, authenticity, and a superior taste experience, all delivered at an attractive price.”
Innovative Packaging and Competitive Pricing
Golden Mist is available in four convenient sizes:
- 750ml – ₹970
- 375ml – ₹485
- 180ml – ₹235
- 90ml – ₹120
A standout feature of the launch is the unique 180ml “Hippy pack”. This non-glass packaging innovation adds portability and affordability while maintaining a premium feel. It clearly sets Golden Mist apart from other players in the segment.
Market Response and Outlook
On launch day, ABD’s shares traded slightly lower on the NSE at ₹315.70, down ₹5.45 or 1.70% as of 12:20 PM. Despite this dip, the company remains focused on its long-term goals of premiumization and category diversification.
Summing Up
The launch of Golden Mist French Brandy highlights ABD’s commitment to evolving with consumer preferences. The brand aims to capture high-growth segments in the Indian liquor market.
By combining French craftsmanship, premium flavor, and innovative packaging at competitive prices, ABD plans to redefine expectations in the brandy category. With Karnataka as its launchpad, Golden Mist is poised to become a key player in India’s expanding premium spirits landscape.
