Scotch Meets Match; Local Single Malts Win Hearts

Time of India

2 days ago

HighlightsFor the first time, Indian single malt whisky outsold single malt Scotch in 2024, marking a significant shift in consumer preferences towards home-grown brands. The rise in popularity of Indian single malts is attributed to factors such as product quality, packaging, pricing, and a growing sense of nationalism among consumers. With over a dozen new Indian single malt brands entering the market, experts note that the current sales figures reflect channel sales rather than end-user consumption, indicating potential for further growth in the segment.
More Indians are raising a toast to home-grown single malt whisky than ever before, reflected in rising sales of local brands, overshadowing the long-desired single malt Scotch.
For the first time, among single malts, Indian whisky outsold Scotch in 2024. This was helped by increasing affinity for local premium malts even as sales of the Scotch fell.
"After advancing by more than 75% in 2023, annual sales of Indian single malts came within 9,000 nine-litre cases of surpassing sales of single malt Scotch," said alcohol market researcher IWSR. "With a further advance in sales of more than 25% in 2024, Indian single malts significantly outsold their Scotch counterparts."
IWSR did not divulge share sales performance data for individual Indian or Scottish single malts in the country.
"Sales of single malt Scotch fell back in 2024, further than they did in 2020, during the pandemic, and while the category remains aspirational, it seems many consumers have transferred at least some of their interest to Indian single malts," it said. Single malt refers to whisky from one distillery-prized for its unique taste-as opposed to a blend of whiskies.
Amrut and Paul John were the first Indian single malt brands, launched in the 2000s. However, in the past three years, the market saw a flurry of new single malt distillers, including Piccadily Agro-which launched Indri and Kamet - and the likes of Radico Khaitan with its Rampur single malt.
Quality on a Par | page 7
Global liquor companies such as Pernod Ricard and Diageo are also adding their own Indian brands such as Longitude 77 and Godawan.
"Consumers don't shy away from stocking Indian single malts, along with other world whiskies, as the product quality, packaging and price is at par or even better than imported ones. The trend is similar to how Japanese malts gained popularity a few years ago," said Rakshit Jagdale, managing director,
Amrut Distilleries
. "Indian malts are also riding the wave of increased sense of nationalism and pride where they no longer perceive Scotch to be better than Indian single malts."
For decades, the success of single malt whisky has been closely tied to perceptions about age, quality and price-the older the better, and more expensive. Indian single malts don't carry age statements because of local climatic conditions.
In Scotland, for instance, the evaporation during barrel ageing-known as the angels' share-is just 2-3% a year, while in the heat of India, it is commonly more than 10%. Most Indian single malts, therefore, have an optimum maturation of five to eight years.
"Indian single malts are progressively contributing to the expansion of the overall single malt segment. This will further enable faster transition for even more consumers to upgrade to single malt scotch brands like Glenfiddich and The Balvenie," said Sachin Mehta, country director, India, and Indian subcontinent at William Grant & Sons.
New Names
With more than a dozen new Indian single malt brands entering the market, the initial numbers reflect sales to the channel and not end-user consumption, note experts. These brands also offer a wider choice and availability in retail stores, as well as the advantage of sales through the defence ministry's Canteen Stores Department, where the sale of imported brands is barred.
While the current strong consumer interest in Indian single malts is expected to sustain, growth momentum may be impacted by availability. Investments made in the last two years in whisky production will take at least five years to yield mature whisky.
Paul John, founder of John Distillers, said many companies are currently scrambling to launch single malts. "We have an advantage and a great start as far as the single malt is concerned with products which cater from newcomers to seasoned connoisseurs. The launch of multiple expressions with clear differentiation in liquid profiles supports our portfolio's appeal," he said.