Indian whiskey, long considered a rum-variant for being made with spirits fermented from molasses, is now witnessing a transformation on the world stage, ready to end the dominance of global Scotch brands, including Talisker and Glenlivet. A largely spirits-consuming nation unlike other beer-dominated Asian countries, India is fast becoming a major producer of single malt whiskies competing with major international brands, according to GlobalData, a leading data, and analytics company.
Parthasaradhi Reddy, Consumer Lead Analyst at GlobalData, comments: In recent years, Indian whiskey brands have emerged as top contenders at numerous international awards for their taste among critics and connoisseurs alike, earning Indian whiskey a spot alongside Scotch, American, Irish, Canadian, Japanese, British, and Australian whiskeys. For instance, in August 2023, Indri’s $421 Diwali Collector’s Edition beat American and British brands to win “Best in Show” at a blind tasting of Whiskies of the World Awards held in San Francisco.”
Francis Gabriel Godad, Business Development Manager, GlobalData India, adds: “Coupled with the growing momentum of the “made in India” movement, affluent Indians increasingly take pride in consuming domestic whiskies over those aged in Scotland. As a result, leading international brands are looking to ride the “Indian single malt” wave. For instance, Pernod Ricard recently launched its $48 Longitude 77, the brand’s first made-in-India whiskey, which is set to expand globally starting with Dubai.”
Reddy adds: “As more consumers focus on quality over quantity, this will drive the demand for premium Indian whiskeys. This is evident in a GlobalData consumer survey, wherein 28% of respondents opined that high-quality products and ingredients denote good value for money*.”
“In addition to the global accolades, Indian whiskeys have been garnering momentum from exponential rise in social media chatter around these products. From just a few mentions in 2018, social media chatter has risen to a near mainstream topic with thousands of mentions and hashtags.”
Godad concludes: “Growing income levels, rising preference for whiskeys that pair well with Indian cuisine and the shifting focus on consuming domestically made whiskey will continue to push more global brands to embrace the “made-in-India” tag, as Indian palettes and spirit making comes of age.”
*GlobalData 2023 Q4 Consumer Survey – India, published in December 2023
