In the vicinity of New Delhi, at a distillery near the city, oak casks, previously employed for bourbon and wine storage, are accumulating, brimming with aging whisky as the facility produces nearly 10,000 bottles each day of the renowned Indian single malt, Indri, recently acclaimed as the world's best whisky.
Contrasting with traditional imagery of peat bogs, the distillery is surrounded by sugarcane and mustard fields, reflecting the unique Indian landscape. Piccadilly, the owner of the two-year-old brand Indri, is intensifying production efforts and even constructing a three-hole golf course to attract both whisky connoisseurs and enthusiasts in the whisky-loving nation.
As India evolves into a whisky producer, not merely a consumer, the landscape of the country's $33 billion spirits market is being reshaped by its single malts. Renowned global brands like Glenlivet from France's Pernod Ricard and Talisker from Britain's Diageo are vying for prominence alongside local contenders such as Indri, Amrut, and Radico Khaitan's Rampur.
India stands out as a predominantly whisky-drinking nation, in contrast to many Asian countries where beer holds sway in alcohol sales. The whisky landscape in India has undergone transformation driven by global accolades, rising affluence, and a surge in consumers exploring new brands during the COVID-19 pandemic.
Aditya Prakash Rao, who once favored foreign brands, now increasingly opts for Indian malts for personal consumption and as festive gifts. For Rao, Indian whisky instills a sense of national pride and pairs exceptionally well with spicy Indian cuisine.
Indri's Diwali Collector's Edition, priced at $421, secured the prestigious "Best in Show" title at the Whiskies of the World Awards in San Francisco in August, triumphing over Scottish and U.S. counterparts.
In response to this trend favoring Indian whiskies, global brands traditionally focused on Scotch-aged single malts are turning to Indian whiskies to capitalize on the boom in one of the world's largest whisky markets.
Pernod recently introduced its first made-in-India single malt, Longitude 77, priced at $48, with plans to expand sales initially to Dubai and subsequently to the global market. Diageo, a major competitor, unveiled its Indian single malt, Godawan, last year, catering to five foreign markets, including the United States.
The surge in demand for Indian single malts is evident in the growth figures, with Amrut dethroning Pernod's Glenlivet as India's top-selling single malt. According to Euromonitor data, Glenlivet grew by 39% by volume last year, whereas Amrut experienced a staggering 183% growth. Indian single malts witnessed a remarkable 144% surge in 2021-22, outpacing Scotch growth at 32%, as reported by IWSR Drinks Market Analysis.
As a testament to the rising prominence of this category, both Diageo and Pernod are venturing into Indian single malts, marking a shift from whisky consumption in India to Indian whisky, both within the country and on the global stage.
Indri's creator, Piccadilly Distilleries, aspires to boost capacity by 66% to 20,000 liters a day by 2025. The brand, acknowledged in 18 foreign markets constituting 30% of its sales, plans to expand further, doubling its cask count to 100,000 at the expansive distillery situated 160 km north of New Delhi.
While local brands like Indri, Amrut, and Rampur are positioned at relatively higher price points, such as $37, $42, and $66, respectively, compared to Pernod's Glenlivet, which ranges from $40 to $118, they continue to attract consumers both domestically and internationally.
The Longitude 77 launch by Pernod featured a curated experience for CEOs, diplomats, celebrity chefs, and other distinguished guests, showcasing the new single malt and cocktails infused with local elements like Kashmiri saffron and Alphonso mangoes.
Radico anticipates Rampur sales to double annually, with a greater emphasis on expanding the domestic market, which currently contributes 75% of its business. The fact that both Diageo and Pernod are venturing into Indian single malts signals the category's significance as a harbinger of the future, moving beyond the focus on mainstream foreign brands by these global giants.
