INDIA – Indian single malt whiskies have outshone established international brands, securing a remarkable 53% share of the total sales in 2023, according to early estimates by the Confederation of Indian Alcoholic Beverage Companies (CIABC).
This achievement signals a paradigm shift in the global whiskey market dynamics, with local Indian brands witnessing a significant surge in popularity and sales.
CIABC’s data indicates that out of the approximately 675,000 cases (nine liters each) of single malts sold in India last year, around 345,000 cases were attributed to Indian-origin makers, while the remaining 330,000 cases came from Scottish and other international brands.
Vinod Giri, the director-general of CIABC, noted that local brands experienced an impressive growth rate of 23% in 2023, outpacing the more conservative 11% growth of imported ones.
This success is viewed as a historic moment for Indian whiskey producers, who have overcome historical skepticism.
Thrivikram Nikam, joint MD of Amrut Distilleries, remarks, “From being mocked just a decade-and-a-half back, Indian whisky makers have come a long way as they are now second to none in terms of quality and refinement.”
The rising preference for ‘Made in India’ brands has prompted major international players like Diageo and Pernod Ricard, traditionally sourcing their single malts from Scotland, to enter the Indian market.
Diageo introduced the Godawan in 2022, while Pernod recently launched its first Indian single malt, Longitude 77.
Kartik Mohindra, chief marketing officer at Pernod India, attributes this shift to India’s fast-growing and diverse market, with the younger audience exploring and gravitating towards niche products. “Consumers want newer stuff, and there is a lot of value in newness,” he stated.
The chairman of John Distilleries, Paul P John, believes that foreign brands are now “panicking” as Indian companies grow in stature. He observed that they are attempting to catch up but resorting to shortcuts, producing products in India without a full understanding of the market. John boldly declared, “India has arrived.”
Indian single malt makers challenge the traditionalism of Scotch puritans, emphasizing the fantastic quality and experimentation embraced by Indian distillers
Prem Diwan, chairman and MD of Devans Modern Breweries, asserted that the demand for Indian single malts is fueled by their exceptional quality, diverging from the traditional processes of Scottish makers.
The IWSR Drinks Market Analysis revealed that in the last quarter of 2023, Indian single malts witnessed a staggering 144% growth, outpacing Scotch’s 32% growth in 2021-22. Predictions for the period until 2027 suggest that Indian malt consumption is set to grow at an annual rate of 13%, surpassing Scotch at 8%.
This surge in popularity can be attributed to global accolades, rising affluence, and evolving consumer preferences, particularly amid the ongoing pandemic.
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