"With the launch of Officer's Choice Black, we intend to further expand the strong equity of the Officer's Choice Brand, which is a part of our company's long-term premiumisation strategy," ABD Executive Vice Chairman and CEO Deepak Roy said in a statement.
Officer's Choice Black, which is a premium variant of OC blue, is priced at Rs 410 for 750 ml and Rs 100 for 180 ml in Delhi, it added.
In the last couple of years, ABD has emerged as one of the fastest growing spirits company in India with a compounded growth rate of 24 per cent over the last five years.