As Indians choose premium spirits, cork makers pop the champagne

Economic Times

11 hours ago

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Mumbai: From Indian single malts and scotch to sparkling wines and cognac, the country's spirits premiumisation drive has a strong connection with the province of Ribatejo, around 80 km east of Lisbon, Portugal. After all, Portugal produces two-thirds of all processed cork products in the world and is also the home to Corticeira Amorim, the world's largest cork manufacturer.
While most global companies, including Diageo and Pernod Ricard, have been using wooden stoppers-made from the bark of cork oak trees-for their scotch and premium brands, the Indian market really uncorked after the rise in Indian single malt as well as focus on premium gin and vodka.
Numbers bear witness: Corticeira Amorim, which accounts for 70% of the global market share for cork stoppers, said India is among the top 3 priority markets for them after its sales in the country nearly tripled to 10 million cork stoppers in 2025 compared to three million in the pandemic year. "India is one of the largest spirits markets in the world and there is clearly a market potential of premiumisation, which means India can do very well even on the international scene. We will have a role to play in a very important and fast growing spirit market," Antonio Rios de Amorim, chairman of the over 150-year old firm Corticeira Amorim, told ET in an exclusive interaction. "When you start getting the confidence that you are producing quality spirits at world-class level, we see the usage of cork for a premium image."It takes each cork oak bark 25 years before it can be stripped for the first time and an average of over 40 years before the tree starts producing cork that can be used commercially. As a result, it will be a long way for India to use locally produced corks despite the country selling over 400 million cases of spirits every year and is the world's biggest whiskey market, said Amorim, who partnered Spiritual Luxury Living for its India marketing and distribution a decade ago.
"The companies in India need everything to be cost-effective in order and we need to be innovative to service the local brand. A lot of requirements and a lot of ideas on innovation from the Indian market can be very very fruitful for us not only for Indians but also for the market worldwide. So this is inspiring because the market is very dynamic and we as a global player cannot be missing out," Amorim added.Post the Covid-19 pandemic, between 2020 and 2024, Indians hit a new high with top-shelf brands such as Johnnie Walker, Glenfiddich and Dewar's. Scotch sales doubled while Irish whiskey grew five times, Japanese whisky six-fold and American whiskey three times. Several home-grown single malts and other spirits have also entered the market to cash in on a premiumisation trend among Indian tipplers.Companies said cork is the preferred stopper, from premium through to super-premium spirits, especially as single malt Scotch whiskies from Glenlivet, Macallan, Glenfiddich and Laphroaig - consistently use cork capsulated stoppers.
"Historically, luxury and imported whiskey and wines have used wooden cork stoppers creating a perception that any product with cork is premium. When Indian manufacturers started creating high-end and quality products, the packaging needed to match the liquid inside the bottle. And wooden cork can clearly create the perception of premium and is a differentiator from products using cheaper plastic, synthetic or metal caps," said Amar Sinha, chief operating officer at Radico Khaitan that uses cork for brands such as Jaisalmer gin, Sangam and Ranthambore whiskey. Amrut was among the first Indian single malt brand to use the wooden cork stoppers way back in early 200s, but the market recently saw malts by Piccadily Agro that sells Indri and international players including Pernod Ricard and Diageo adding Indian brands such as Longitude 77 and Godawan, helping growth the segment.