In a noteworthy development, Indian single malt whiskies have surpassed well-known international brands like Glenlivet, Macallan, Lagavulin, and Talisker in terms of sales for the first time. According to estimates by the Confederation of Indian Alcoholic Beverage Companies (CIABC), Indian single malts accounted for approximately 53% of total sales in 2023. Out of the overall sales of around 675,000 cases (nine liters each) of single malts in India last year, Indian-origin makers sold around 345,000 cases, while Scottish and other international brands sold the remaining 330,000 cases.
“In our estimation, local brands experienced a growth of around 23% in 2023, while imported ones grew at a more conservative rate of 11%. This is a significant milestone,” said Vinod Giri, director-general of CIABC.
Referring to it as a significant achievement for Indian whisky producers, Thrivikram Nikam, Joint Managing Director of Amrut Distilleries, said, “It’s not every day that such a feat is achieved. Indian whisky makers have come a long way from being mocked just a decade-and-a-half ago. They are now second to none in terms of quality and refinement.”
‘Made in India’ Preference Boosts Single Malt Whiskies
The rising popularity of ‘Made in India’ brands has led major international players like Diageo and Pernod Ricard, traditionally reliant on Scottish single malts, to venture into the Indian market with their indigenous labels. Diageo unveiled Godawan in 2022, and Pernod recently introduced its inaugural Indian single malt, Longitude 77.
Continue Exploring: Pernod Ricard unveils its first made-in-India single malt, Longitude77
“India is a fast-growing and diverse market, and the younger audience is inclined towards experimenting with niche products. Consumers are seeking newer offerings, and there is great value in uniqueness,” said Kartik Mohindra, chief marketing officer at Pernod India.
Paul P John, the chairman of John Distilleries, responsible for crafting single malts in Goa, suggests that foreign brands are now experiencing heightened competition as Indian companies ascend in prominence.
“They were caught off guard and are now trying to catch up. Unfortunately, they are taking shortcuts and producing products here that they don’t fully understand. India has arrived.”
Indian single malt producers challenge the “arrogance of Scotch purists,” who emphasize the importance of “Scottish weather, Scottish water, and Scottish barley,” in favor of acknowledging the “irreplaceable quality” inherent in European brands. Prem Diwan, chairman and MD of Devans Modern Breweries, which distills whiskies in Jammu, said, “The quality of Indian single malts is absolutely fantastic, which is one of the main reasons driving their demand. While Scottish makers adhere to traditional processes, Indian makers love to experiment.”
According to Kartik Mohindra from Pernod India, there is sufficient demand for all participants in the market to sustain growth. The emergence of Indian single malts marks a new chapter for the country’s whisky industry, with indigenous brands gaining acknowledgment and engaging in competition with global giants.
Continue Exploring: Rising tide of Indian single malts disrupts Pernod and Diageo in booming spirits market