'Officer’s Choice Wins Big': Brokerage Turns Bullish on ABD Stock

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ICICI Direct says the court verdict ends a decades-long brand battle and strengthens Allied Blenders & Distillers’ market position in the mass-whisky segment.

By S JHA

Mumbai, November 16, 2025 — The Madras High Court’s dismissal of a writ petition filed by John Distilleries seeking to cancel Allied Blenders and Distillers’ (ABD) long-established “Officer’s Choice” trademark has gained spotlight among brokerages. ICICI Direct in a research note stated that the verdict had brought a protracted trademark battle in India’s spirits market to a definitive close. The brokerage sounded a bullish tone on the ABD stock.

In a decisive ruling, the court instead upheld ABD’s petition to cancel John Distilleries’ “Original Choice” trademark, a brand long accused of mimicking the trade appearance of Officer’s Choice and diluting its market share.

Brokerage ICICI Direct, in a bullish note, said the verdict is a clear positive for ABD.
According to the analysis, the cancellation of Original Choice removes a look-alike competitor from the shelves, addressing a long-standing concern that the brand’s visual similarity was pulling customers away from Officer’s Choice in key markets.

“This ruling strengthens ABD’s brand equity and removes a major impediment to Officer’s Choice reclaiming lost share,” the note said.

Founded in 1988, Allied Blenders & Distillers Ltd. is India’s largest independent spirits company. Its portfolio spans whisky, rum, brandy and vodka, supported by one of the industry’s widest sales networks and significant bottling infrastructure. ABD operates its own distillery in Rangapur, Telangana, adding further depth to its production capabilities.

With the legal cloud lifted, analysts expect ABD to consolidate its position in the mass-market whisky segment—where Officer’s Choice remains one of India’s most recognisable brands.

Shares of ABD gained almost four percent in Friday’s trade to close at ₹650. The stock has given over 100 percent returns in the past one year.

(Disclaimer: This article makes no recommendation for buy or sell of shares of any company)