Allied Blenders leans on premium customers as mass consumption slows

“This is a price point that many people of legal drinking age are coming to for the first time. They don’t see a brand that speaks to them,” Gupta said, adding that Iconiq’s success lies in deviating from the typical branding tropes of its mass competitors, such as red, blue and green coloring and symbols like the crest. Iconiq competes with brands such as Royal Stag, Blender’s Pride and Imperial Blue, which US rival Tilaknagar Industries acquired from Pernod Ricard ₹4,150 crore.