Allied Blenders and Distillers Limited (ABD) has launched its ‘TRUE BLUE’ trust initiative in Meghalaya for its flagship brand Officer’s Choice Blue, aiming to strengthen consumer awareness around product authenticity, quality assurance and responsible consumption.
As part of the initiative, ABD has introduced a specially designed ‘TRUE BLUE’ mark etched on the bottle cap of Officer’s Choice Blue bottles. The company said the mark, created using advanced technology that is difficult to replicate, allows consumers to verify product authenticity through a simple visual check and acts as a visible assurance of genuineness and quality.
The initiative encourages consumers to adopt bottle cap verification as a regular and responsible habit. ABD said the upgraded cap design reflects the company’s focus on maintaining uncompromising quality standards while reinforcing consumer trust at every point of consumption.
The campaign will be promoted through digital platforms including Instagram, YouTube and Facebook in collaboration with local influencers and community voices. Content in English and local dialects will focus on educating consumers about authenticity verification and responsible consumption practices.
Commenting on the initiative, Arvind Mohta, Marketing Director, Allied Blenders and Distillers Limited, said the TRUE BLUE initiative aims to make authenticity “visible and verifiable” while strengthening consumer confidence in the brand.
Shillong is witnessing increasing demand for branded and premium spirits, with consumers becoming more conscious about quality and authenticity. Industry observers believe awareness-driven initiatives such as TRUE BLUE could help strengthen trust in organised liquor retail channels across Meghalaya.
ABD, one of India’s leading spirits companies, has a portfolio spanning whisky, brandy, rum, vodka and gin, with brands including Officer’s Choice Whisky, Sterling Reserve Premium Whiskies and ICONiQ White Whisky.