While the world sings praises of Johnnie Walker, Ballantines, and several other whisky brands, there’s one Indian whisky brand that has been quietly creating a revolution for the past three decades and more. Officer’s Choice, as a homegrown brand that is one of the world’s bestselling spirits, is a brand rooted in the Indian soil. For decades, it has dominated the Indian whisky market, maintaining a steady market share and a legacy and identity brands could only dream of. Team unsobered decided to delve deeper into what made Officer’s Choice what it is today – let’s understand its origins, fun facts, and other important details.
In 1988, Kishore Chhabria, the then managing director of the Shaw Wallace liquor manufacturing company in Kolkata noticed one thing. While the company was giving a boost to frontline brands, some brands had been ignored and pushed to the back. To bring them into the limelight, mainly with the intention of serving affordable liquor, he set up a separate division of the company in Delhi.
This was not as easy as it sounds – long ownership disputes with his own brother as well United Spirits’s owner Vijay Mallya – ultimately led to Chhabria establishing Allied Blenders & Distilleries (ABD). While the long disputes ended up being resolved in court in 2012, ABD positioned Officer’s Choice as its prime product under Chhabria’s leadership. In fact, in spite of a legal battle for years, the brand reached commendable sales and over the years, has evolved into becoming one of the most recognizable and trusted brands in the Indian market.
In the mid-2010s, Officer’s Choice became the world’s bestselling whisky by volume, even surpassing the global giant Johnnie Walker! Such was its global appeal and reputation even within India that the brand was only soaring newer heights.
While Johnnie Walker, at that time, sold close to 18 to 20 million cases in a year, Officer’s Choice sold 28.4 million cases in 2014!
Legal battles, ownership claims, business fall-outs, and so much more – Officer’s Choice origin feels no less than an overly dramatic movie plot! The brand, helmed by Kishore Chhabria since 1988, has had its fair share of legal disputes.
He split with his brother’s company in 1992, leaving with the Officer’s Choice trademark and sparked intense legal battles in this industry. He also faced quite a few challenges from industry rival Vijay Mallya. Their legal dispute went on for years, but in 2012, the court reached a settlement where Chhabria had to pay INR 8 crore to Mallya to secure undisputed ownership. In fact, the Chhabria vs. Mallya case remains one of India’s longest-running liqur feuds.
For several years, the iconic brand had a trademark dispute with “Original Choice” whisky, owned by John Distilleries. The conflict reached India’s Supreme Court in 2011 when it delivered a surprising verdict: Original Choice could keep its name. The court cited that Officer’s Choice was late in filing a plea to cancel its competitor’s trademark, which is why the former won the case.
Despite that, the two brands have co-existed and continued to carve their own niches in the competitive Indian whisky market.
Taking an unconventional approach to marketing, the whisky brand deviated from traditional ways of advertising its product. While most other brands focused their ads on showing scenes from parties, celebrations, and equating their product with notions of ‘masculinity’, Officer’s Choice took a stand against social issues.
Their iconic “Fight Against Domestic Violence” ad campaign included a series of short films championing a stand against domestic violence. Its value-driven approach to advocating for social causes and moral and emotional connection with its consumers showcased the product in a new light.
Prices can vary depending on state and excise laws, kindly check the latest prices in your state. Here are the Officer Choice price in India.
City | 750 ml | 375 ml | 180 ml |
Noida | INR 450 | INR 240 | INR 120 |
Kolkata | INR 590 | INR 310 | INR 160 |
Bangalore | INR 620 | INR 310 | INR 150 |
Mumbai | INR 860 | INR 430 | INR 220 |
Officer Choice Whisky is not just a liquor – it is a statement of Indian identity, craftsmanship, and trust that has been built for decades. The iconic whisky brand has cemented itself as one of the most selling whisky brands in the country – and even across the globe. So, whether you’re looking for a casual celebration or a special occasion, this whisky is about to be your perfect companion!
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