English
French
German
Italian
Experts in the Industry are Sharing their Perspectives on the Future of Whiskey Within the Indian Market
World Whiskey Day falls on May 18th. Let's take this opportunity to delve into the insights being shared by industry experts on the future of whiskey in the Indian market.
World Whiskey Day falls on May 18th. Let’s take this opportunity to delve into the insights being shared by industry experts on the future of whiskey in the Indian market.
Dr. Bhupesh Kumar
Principal, IHM Ranchi
The Indian whiskey market is projected to grow at a 7.6% CAGR, reaching 503 million cases by 2032. Driven by the ‘Make in India’ initiative, local production and premiumization are booming. Brands like Officer’s Choice and Royal Stag dominate domestically, while Amrut and Paul John gain international acclaim. The focus on high-quality production and innovative techniques under ‘Make in India’ has enhanced the market presence and export potential of Indian whiskeys, making them competitive on the global stage. This growth reflects changing consumer lifestyles, increased disposable incomes, and a preference for premium alcoholic beverages.
Jitin Merani
Co founder of Glenwalk and Director of Cartel Bros
Whisky accounts for 70 % of the 27 billion spirits market in India. With the boom of Indian single malts this is only going to grow. Nobody thought people would pay 5000 for an Indian single malt few years back but Indri has just shown that it’s possible with the right product and marketing strategy.
Teja Chekuri
Managing Partner at Ironhill India
While Ironhill India specializes in craft beer, we believe the future of whiskey in the Indian market is bright, driven by similar dynamics that have fuelled the growth of the craft beer industry. As Indian consumers become more sophisticated and adventurous in their tastes, there’s a rising appreciation for premium and craft spirits. We anticipate that whiskey producers will increasingly focus on quality and innovation to meet this demand. The expansion of tasting rooms and whiskey bars, much like our own microbrewery taprooms, will play a crucial role in educating consumers and enhancing their appreciation for fine spirits.
Vikas Suri
Vice President – Operations and Development at Lords Hotels and Resorts
The whiskey market in India is evolving, driven by consumers’ desire for new and unique Flavors. To stay ahead, brands need to innovate with creative blends and premium options. The future of Indian whiskey will be shaped by diversification and the introduction of unique Flavors, as consumers constantly seek new and high-quality experiences.
Prakash Shankar
General Manager, Lyfe Hotels, Bhubaneswar
Indian whiskey has had a significant impact on the global market, with its unique taste and quality attracting consumers from all over the world. One of the leading brands, Amrut, has carved a niche for itself in the international market with its premium offerings. Its flagship product, Amrut Fusion Single Malt, has received critical acclaim and top awards at prestigious events such as the World Whiskies Awards and the International Wine and Spirits Competition. Another popular brand, Paul John, has also gained recognition globally for its high-quality single malts. Its flagship expression, Paul John Brilliance, has been consistently rated as one of the top whiskies in the world. Apart from these, other Indian brands like Rampur, Indri, Godawan and many more have also made their mark in the global market with their distinctive flavors and unique taste. The success of Indian whiskey on the global stage has not only boosted the country’s economy but also cemented its position as a major player in the world of whiskey.
Someone has rightly said, “There is no bad Whiskey, there are only some whiskeys that aren’t as good as others.”
Akash Bansal
Director of Operations, Novotel Kolkata Hotel & Residences
It’s important to reflect on the evolving dynamics of the whiskey market in India. Whiskey, traditionally the dominant category, is now sharing the spotlight with emerging spirits such as craft gin, vodka, and rum. This diversification is driven by changing consumer preferences and a growing curiosity for new and unique flavours. To retain and grow market share, innovation will be crucial. We anticipate seeing more creative blends, novel cask finishes, and premium offerings tailored to sophisticated palates. The future of whiskey in India will be marked by a balance of honouring traditional craftsmanship while embracing modern trends and consumer demands.
Ameay Dube
Restaurant and Beverage Operation Manager, Grand Hyatt Mumbai Hotel and Residences
- Young demographic and changing preference: India’s large young population is increasingly gravitating towards whiskey favoring it over beer, rum and vodka
- Rise of Indian Single Malts: Indian distilleries are gaining International recognition for their single malts. The success of Indian malts is encouraging more local producers to enter single malt market
- Craft Whiskey movement: The craft whiskey movement is gaining momentum, small scale distilleries are focusing on unique, high-quality and distinct local flavor, appealing to connoisseurs and enthusiasts looking for something different
Ranjeet Singh
Beverage Manager. Sheraton Grand Bengaluru Whitefield hotel and Convention Center
Whisky’s history in the country dates back to British colonial rule when local grain spirits in a style akin to whisky started to be produced to cater to the demand of British soldiers. The Global Whiskey market is anticipated to rise at a considerable rate during the forecast period. Currently, the market is growing at a steady rate and with the rising adoption of strategies by key players and the market is expected to rise over the projected horizon. The market for rare and collectable whisky is growing, with many investors seeing it as a promising alternative to traditional assets like stocks and real estate.
Steve D’Silva
Restaurant Manager, Sheraton Hyderabad Hotel
Indians are known to be the highest consumers of whisky worldwide. In recent years, whisky consumption in India has picked up significantly, now accounting for half of the world’s total consumption. Blended Scotch has established a strong presence in the Indian market, with high daily consumption rates. This trend began with blended Scotch and has now expanded to include other rare varieties such as single-blended Scotch and bourbon Scotch blends. Scotch whisky has become so popular in India that even women now prefer whisky over white spirits or cocktails.
Irish whiskies have also gained popularity due to their consistency in taste, texture, and brand reputation. Personally, I am a fan of Irish, bourbon, and single malts. These days, I seek out more varieties of single malts, such as Sherry Oak Cask or Single Barrel Scotch. These terminologies add intrigue and curiosity, making new varieties a must-try, as we are eager to explore more options beyond the regulars.
In conclusion, the future of whisky has made a significant impact on the Indian market and will continue to grow.
Vishal Tawde
Head Mixologist, Saz, Mumbai
The future of whiskey in the Indian market looks promising and will continue to thrive. Whiskey consumption in India surpasses that of any other spirit. Indian distillers, both established and emerging, are now well-informed and capable of producing high-quality products to meet consumer demand. This focus on quality ensures that the market will remain strong.
In recent years, India has seen an extraordinary wave in its whisky scene, rethinking savoring a glass of elite Indian single malts. We are in the era where the likes of Indri, Amrut, Rampur, and Paul John are not just names on bottles, but are symbols of pride and craftsmanship. Indian whisky brands skyrocketing is that the Indian liquor scene has put the names of small towns on the global map. Brands in India are now competing with global giants like Pernod Ricard, Diageo
Harry Simon Peter, Beverage Manager – BLVD Club
—-
