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Officer's Choice makes its way to Harvard case study list

Lists importance of right marketing strategy using customer insights in brand reinvention exercise

Press Trust of India  |  Mumbai 

The journey of Officer’s Choice whisky, from being an also-ran to overthrowing the established Bagpiper and McDowell’s in flat six years, and then to become the world’s second largest spirits brand by volume, has now made its way to the case study list at the prestigious Harvard Business School. The flagship brand from the Kishore Chhabria-promoted Allied Blenders & Distillers (ABD) clocked sales of 26 million cases in 2015-16, a growth of 11 per cent over the previous year with a market share of 40 per cent of the regular/mass whisky segment. The case study on ...

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First Published: Mon, February 06 2017. 02:18 IST
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