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Allied Blenders’ Iconiq White, an Indian spirits brand, has emerged as the world's fastest-growing spirits brand, according to The Millionaires Club Report 2024 by Drinks International tracking the performance of spirit brands selling over one million 9-liter cases yearly.

Iconiq White Whisky which is part of “prestige and above segment” was launched in September 2022 grew at 1500% Y-o-Y in 2023, making it the fastest-growing spirit brand globally. This phenomenal rise has surpassed the growth figures of major international and domestic labels.

The Millionaires’ Club Report also highlights many other rapidly growing brands which includes Aznauri, a brandy manufactured by the Global Beverage Trade Company which saw a growth of 83.3%. Courier Napoleon, a brand under Tilaknagar Industries, experienced a notable 60% increase.

Additionally, Magic Moments vodka by Radico Khaitan grew by 29.2%, while Royal Challenge whisky from United Spirits and Olmeca Tequila by Pernod Ricard recorded growth rates of 21.1% and 18.2%, respectively.

The report not only showcases the dynamic and highly competitive nature of the global spirits market, with brands across various categories exhibiting remarkable momentum and impressive growth figures, but it also highlights how spirit companies are strategically responding to increasing consumer demand by introducing innovative products, implementing premiumization strategies, and maintaining a keen focus on evolving consumer preferences adapting to changing trends within the industry.

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