Allied Blenders & Distillers' Officer’s Choice whisky brand overtook United Spirits' Bagpiper as the world's biggest-selling spirits brand, according to recent data.

A study by Impact International, released earlier this month, claims that Officer’s Choice sold 16.2m cases in 2010. Bagpiper, meanwhile sold 15.6m cases. The performance, almost completely in its domestic market, means that Allied has seen its brand jump from fourth biggest spirits brand in India to take the top spot in four years.

Chief executive Deepak Roy credited his company's re-position and re-package of Officer's Choice for the brand’s success.

Back in August, data from the IWSR listed Officer’s Choice as the world’s fastest growing spirits brand by volume.