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Time of India
02-06-2025
- Business
- Time of India
Scotch Meets Match; Local Single Malts Win Hearts
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.
Economic Times
01-06-2025
- Business
- Economic Times
Scotch meets match; local Single Malts win hearts
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. 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.
Forbes
21-05-2025
- Business
- Forbes
6 Must-Try Indian Whisky Brands For Curious Enthusiasts
whiskey getty When most whisky lovers picture the global map of great distilling regions, India probably doesn't come to mind—yet. But that's quickly changing. Once known more for sheer volume than craftsmanship, India is now producing some of the most fascinating single malts and blends on the market. Brands like Amrut, Paul John, and Rampur are quietly building reputations as serious contenders, collecting international awards and turning heads in bars and collector circles from Mumbai to Manhattan. India is also one of the world's largest whisky consumers, and for decades, most of what was labeled as "whisky" in the country wasn't actually whisky at all by global standards. Due to relaxed labeling laws, many popular Indian whiskies were made from molasses—technically rums—then blended with a small amount of grain spirit. They satisfied domestic demand but rarely left the subcontinent. That started to change in the early 2000s, when a few visionary producers set their sights beyond volume and toward quality. With tropical aging conditions that accelerate maturation, native grains, and a growing appetite for innovation, Indian whisky is coming into its own. If you haven't yet explored what the country has to offer, here are six bottles that might change your perspective—and maybe your top shelf. Amrut Fusion Amrut ABV: 50%Style: Single Malt When Amrut released Fusion in 2009, it wasn't just making a statement—it was planting a flag. This was the first Indian whisky to get serious international attention, and for good reason. Fusion lives up to its name: it combines Indian barley grown in the foothills of the Himalayas with peated Scottish malt, creating a single malt that bridges two whiskey cultures. Expect a rich aroma of dried fruit, toasted nuts, and a wisp of peat smoke. On the palate, it's bold and balanced, with flavors of tropical mango, cocoa, and spice, followed by a dry, oak-driven finish that lingers like a Scotch campfire with a mango lassi chaser. Why Try It: Fusion didn't just open the door for Indian whisky—it kicked it down. If you only try one bottle from the region, make it this one. Rampur Asava Rampur ABV: 45%Style: Single Malt, Wine Cask Finished Produced in the northern Indian state of Uttar Pradesh, Rampur is distilled by Radico Khaitan, one of India's oldest and largest spirits companies. But Asava is anything but old-school. This expression is aged in American oak before being finished in Indian Cabernet Sauvignon barrels—adding a truly local twist to an international format. The result? A whisky with juicy notes of stewed plums, dark cherries, and cinnamon, layered with vanilla, oak, and a whisper of red wine tannin. It's lush, spicy, and almost jammy, but finishes dry and elegant. Why Try It: Cabernet cask finishing is rare even in traditional whiskey regions. Rampur's use of Indian wine barrels adds a uniquely regional character that sets Asava apart. Paul John Brilliance Paul John ABV: 46%Style: Non-peated Single Malt Crafted on the shores of Goa, Paul John Brilliance offers a sun-drenched expression of Indian whiskey. Made from Indian six-row barley and matured in ex-bourbon barrels, this non-peated malt captures the coastal warmth of its surroundings. It's aged relatively quickly thanks to the tropical climate, which intensifies its vanilla and honey-forward character. The nose gives you sponge cake and orange blossom. On the palate, there's honeycomb, barley sugar, and a smooth finish with a gentle kick of pepper. It's sweet, light, and perfect for sipping on a warm evening—or for easing a bourbon drinker into the world of single malts. Why Try It: If Amrut Fusion is India's statement whisky, Paul John Brilliance is its easygoing charmer. A great introduction to Indian single malt for Scotch and bourbon fans alike. Indri-Trini Indri-Trini ABV: 46%Style: Triple Cask Single Malt Relatively new on the scene, Indri-Trini comes from the Piccadilly Distillery in the northern state of Haryana and is already turning heads with its ambition. The name 'Trini' refers to its triple cask maturation: ex-bourbon, French wine, and PX sherry barrels all contribute to its layered profile. The nose is redolent of candied orange, dried fig, and sandalwood. Sip it, and you'll get a generous swirl of baking spice, vanilla fudge, and oak, with the PX sherry's raisin-like sweetness emerging late. It's both approachable and intriguing—like a well-dressed dinner guest with a backstory. Why Try It: Triple cask aging is a bold move for a relatively young distillery, and Indri pulls it off with confidence. It's an exciting sign of where Indian whiskey is headed next. Godawan 01 'Rich & Rounded' Godawan ABV: 46%Style: Single Malt Godawan (pronounced go-da-vun) is Diageo India's foray into sustainable, terroir-focused Indian whiskey. Distilled in Rajasthan and matured using a mix of Indian and European oak, this single malt incorporates native Indian botanicals like vetiver and rasna—a subtle nod to Ayurveda and local flavor. The whisky opens with nutty richness, dried dates, and almond brittle, followed by an earthy undertone of sandalwood and spice. There's a warm desert quality to it—dry, slightly smoky, and complex. Why Try It: If terroir matters to you, Godawan is one of the only whiskys that leans all the way into Indian identity—grain, botanicals, and climate included. Solan No. 1 Solan ABV: 42.8%Style: Blended Malt Before Amrut and Paul John put India on the global whisky map, there was Solan No. 1. First launched in the 1930s and produced by Mohan Meakin (of Old Monk rum fame), it's named after the town of Solan in the Himalayas, where Asia's oldest distillery still operates. Solan No. 1 doesn't have the polish or punch of a modern single malt, but it offers gentle charm: light malt notes, soft caramel, a bit of floral grassiness, and an easy-drinking finish. It's the taste of nostalgia for many Indians and a time capsule in a bottle. Why Try It: This is the gateway to India's distilling past. Not the flashiest dram on the shelf, but a fascinating one nonetheless.
Hindustan Times
01-05-2025
- Business
- Hindustan Times
We're not replacing Scotch, we're in India to build bourbon: Sazerac's Diego Bianchi
In February this year, the government slashed tariffs on imported American whiskey, reducing the effective duty on bourbon from 150% to around 100%. The move is expected to create new momentum for a category that has long remained on the fringes of the Indian premium spirits market. While labels like Maker's Mark and Woodford Reserve have been available in India for some time, Sazerac, one of the world's largest privately held spirits companies, is the latest, and perhaps most focused, entrant into the space, with the launch of Weller and Buffalo Trace. Both bourbons are produced at Buffalo Trace Distillery in Kentucky, the oldest continuously operating distillery in the U.S. and one of the most awarded in the world. Sazerac also holds a minority stake in John Distilleries, the Bangalore-based company behind Paul John and Original Choice, and is using that partnership to build out its route-to-market in India. 'Bourbon awareness in India is maybe two or three out of ten,' says Diego Bianchi, general manager for Emerging Markets & Barrel Select at Sazerac. In this interview with the Hindustan Times, he lays out how the company hopes to close that gap — and why education, not just availability, will be the key to growth. Also read | McDowell's single malt is the first step towards leveraging a great legacy: Diageo's Vikram Damodaran It's certainly a positive first step. I wouldn't say it fundamentally shifts our strategy, because we've always looked at India as a long-term play. But reduced tariffs will help bring in more premium bourbon brands, and that's good for the category overall. As more bourbons enter the market, the real benefit will be consumer exposure. They'll have a chance to try bourbons they haven't before, and that's how perception will shift. There's also a cocktail culture emerging in India, which is exciting. I've been to India four times in the last year, and I've seen growing interest firsthand. Bourbon is incredibly versatile — neat or in cocktails — and that fits right in. That's what excites us. That said, our focus remains steady. Whether tariffs go up or down, we're committed to investing in India for the long haul. We're also fortunate to have a strong partner in John Distilleries, who helps us with route-to-market, activations, and relationships both on- and off-premise. Yes. In London, we recently launched Buffalo Trace Distillery London, a retail space designed to introduce consumers to the brand and our portfolio through tastings and immersive experiences. We did something similar in France where we focused specifically on Weller, highlighting how it replaces rye with wheat, giving it a smoother, more approachable flavor. These are the kinds of activations we're bringing to India as well. In China, we're seeing the same premiumisation trend, the rise of cocktail culture, and growing interest in the stories behind spirits. What we've learned globally is that consumers aren't just looking for a drink — they're looking for a brand they can experience. And that's where Buffalo Trace really stands out. There are two main ones: lack of awareness and lack of understanding. People often don't know what bourbon is, or what makes Buffalo Trace special. We're addressing that by telling our story. That we have 200 years of heritage, that we pioneered single barrels, that we've been experimenting with aging techniques, different types of wood, and unique warehouse profiles. There's a real culture of innovation at Buffalo Trace, and we want people to connect with that. It's a similar challenge to what we've faced in the UK, which is also a very Scotch-driven market. So in both markets, it's about shaping perceptions through storytelling, heritage, and giving people a reason to be curious about bourbon. Also read | Sake finds a new audience in the evolved wine drinker I'd say we're probably at a 2 or 3 right now. It's very early days. When it comes to bourbon globally, not just in India, it's not a very well-known category. A lot of the nuances, a lot of what makes bourbon bourbon, is not widely understood. That's why education is our main priority. If we stay focused on storytelling and education, I think we can build something strong. Ten years from now, I'd love to see that number move up to a 6 or 7. On the whole, you'll see us tell the story of Buffalo Trace Distillery, which is the most awarded distillery in the world. That gives us a lot to work with — real stories that connect to our brands. And I think that's what today's consumers gravitate toward: brands that have a real history and unique identity. That's a fair point. But we're not trying to convince someone to stop drinking Scotch. What's exciting about India is that it's one of the few whisky markets that's still growing. Every year, new consumers are entering the category. Whether they're 25 or 45, we want to be part of that discovery moment — when someone is ready to try something new. As people gain more disposable income, they become more curious. And when they're curious, we want to be what they try next. It's not about replacing Scotch. It's about offering a new flavour profile — one that's a little sweeter, more approachable, and perfect for cocktails or relaxed sipping. Also read | We see Indian single malts as a stepping stone to luxury malts: William Grant & Sons' Sachin Mehta and Brian Kinsman I can't comment directly on pricing. But I can say that we're keeping a close eye on it. We always want to make sure our products are accessible enough for people to try and fall in love with.
NDTV
28-04-2025
- Business
- NDTV
Indian Brands Won Big At The London Spirits Competition 2025
The winners of the 8th edition of the acclaimed London Spirits Competition were unveiled recently. Several Indian brands were among them, including those producing whisky, gin, rum, feni and more. An artisanal dry gin from India was also named among the highest-rated spirits in the world. Organised annually by Beverage Trade Network, this international competition rewards brands based on the quality, value, and packaging of their spirits. The competition is known to have a distinctive focus that centres on trade and consumers. Find out which Indian spirits were recognised this year below: Gold-Winning Indian Spirits At The London Spirits Competition 2025: Jin Jiji India Dry Gin won gold and was named Spirit of the Year 2025 for India (It received 98 points, making it the highest rated Indian spirit this year). Jin Jiji Darjeeling Gin received silver with 92 points. Paul John Indian Single Malt Whiskey Brilliance won gold with 96 points. Internationally, it was named the Best Indian Single Malt Whiskey of the Year for 2025. Additionally, Paul John Indian Single Malt Whiskey Madeira won silver. Seagram's Longitude 77 Indian Single Malt Whisky won gold with 95 points. Amrut Master Distiller's Reserve 2024 whisky won gold with 95 points. Jaisalmer - Indian Craft Gin won gold with 95 points. Barrel Aged Feni - Sentari won gold with 95 points (in the "Other Spirits" category). Also Read: Indian Whisky Brands Win Big At World Whiskies Awards 2025 These Indian spirits won silver at the London Spirits Competition 2025: Rampur Asava whisky Crafters Reserve whisky All Seasons Sir E Taj whisky Single Malts Of India Marudham Godawan Single Malt Fruit And Spice Artisan Whisky Godawan Single Malt Rich And Rounded Artisan Whisky Roulette Unpeated Premium Whisky Amrut Indian Single Malt Whisky Seqer Handcrafted Dry Gin Seqer Mulberry Passionately Handcrafted Gin Jaisalmer - Gold Edition gin Bom Bay Blanche Handcrafted Artisanal Dry Gin Soci Gin IDAAYA - Himalayan Sipping Rum Mikiamo Limoncello Several Indian spirits, ranging from feni to rum, also won bronze this year. For the complete list of winners, click here. Moreover, Indian brands have won recognition in non-alcoholic categories, too. Jimmy's Original Tonic Water from India won the global award for "Bitters and Mixers of the Year" for 2025. Sobriety Sips / Decaf Martini (produced by Dryfusion Mixology Pvt Ltd) from India won silver in the category of "Non-alcoholic Spirits." Also Read: This Is The Best Single Malt Whisky Globally For 2025 Globally, Xaoma Gold from Kazakhstan has been named "Vodka of the Year", Ramsbury Gin from UK is "Gin of the Year" for 2025, Tequila Gran Orendain Reposado from Mexico is the best tequila, W.L. Weller Antique 107 from the US is the top whisky and Havana Club Gran Reserva 15 Anos was named "Rum of the Year." Advertisement Comments For the latest food news, health tips and recipes, like us on Facebook or follow us on Twitter and YouTube. Tags: London Spirits Competition 2025 Indian Alcohol Alcohol Brands Food News Indian Spirits Show full article Comments
