India in liquor consumption is the second largest market ( consuming 290 million cases ) after China ( consuming 620 million cases ) which is number 1 in the world. Just five states of India contribute to 78 per cent of liquor consumption.

Many countries have an indigenous liquor to boast about, e.g. Tequila in Mexico, Vodka in Russia and Baiiju in China. India does not have such an indigenous spirit, but it produces European spirits here which are called India-made foreign liquor ( IMFL ).

Smirrnoff vodka from Diageo  was the number 1 brand in the world but has now been dislodged from this numero uno position by Officer’s Choice from Allied Blenders. In 2014, Officer’s Choice sold 28.4 million cases ( or 255 plus million litres ). Smirnoff sold 25.6 million cases. The third brand is McDowel No.1 from United spirits.

Officer’s Choice is a 27-year old brand in 2015. It was originally targeted to blue collar workers, and daily wage earners. It is now sold across the segments. Its premium versions are Officer’s Choice Blue and Officer’s Choice Black. OC Blue was launched three years ago. OC offers good value for its money. OC is made from grains, as against other whiskies which are made from molasses.

Retail distribution is through 65000 licensed outlets. There is one outlet per 18000 people in the country. It is very low than the global average.

Because of heavy taxes, retail prices shoot up, which are sometimes as high as six times the ex-distillery price. Taxes on liquors contribute substantially to the state exchequer — say 16 per cent of the overall tax revenues.

OC’s sales by volume equals four times the Titanic tank Cameron built for the Hollywood movie. Roughly, its sales convert into a quarter bottle every Indian citizen. Its 100 times the size of an Olympic-size swimming pool. It is more than three weeks of milk collected by Amul.