Saeed Shervani

MD Star Hotels Private Limited 

“From the days of black and white and Vat 69 scotch whiskies, rarely available India has come a long way. Today, though Scotch whiskeys like Johnny walkers are still popular premium and luxury bands of single malts have taken over and have contributed a lot to the growth and popularity of whiskey in india . India was always a whisky drinking nation and economically priced indian whiskies have their place as they are still protected by high duties on premium international brands .However, challenges from gin ,vodka and tequila is seen as these drinkers are growing . So the whisky industry will have to concentrate on Whiskey based cocktails as the trend is seen moving towards cocktails. Overall the consumer of today is much more informed , travelled and aware and is willing to try new drinks than the indian of yesteryears who was much more loyal so competition will be tough. The revenue this industry generates for the states will see to it that the govt control is always there as well will assure that it is always available and growing.  Cheers.”

Nutchavinee Nikhomchaiprasert

Executive Director – Marketing, Ocean Glass Company Ltd

“Consumers are becoming increasingly interested in elevating their drinking experience at home. This goes beyond just the quality of the spirit itself, but also the vessel it is enjoyed in. At Lucaris, we believe the right glassware can unlock the hidden complexities of a whiskey. Our expertise in crystal craftsmanship allows us to create glasses designed to enhance the aroma and taste profile of each dram. By using glassware specifically designed for whiskey appreciation, like our double rock and lowball glasses with a wide base and tapered rim, consumers can discover new depths of flavour in their favourite brands.”

 Arvind Kumar Sharma

General Manager, Signature Club Resort, Brigade Hospitality

The whiskey market in India is growing due to changing lifestyle of people in India owing to rapid urbanization. The consumer trend in India is moving towards a high quality & premium range of whiskey with an increase in consumer purchasing power. With ever-increasing globalization and opportunities, disposable income is also on the rise pushing them to spend more on alcohol consumption in order to maintain their lifestyle.

The alcohol market in India is assessed to increase by approx. 6-7% by next decade. With the advent of initiatives such as home delivery of alcohol via online portals and mobile app, the ease of buying has become much easier especially among the millennial and Gen-Z population. Evolving drinking culture, open acceptance of alcohol on social occasions, and the growing trend of in-home occasion-led consumption are positively influencing the market growth.

Harmonious balance of local tradition and innovative approach in creating unique and captivating profiles open doors to focus on the narrative and artistic elements of whiskey production to establish a relationship between the environment and consumer values. While doing this, local distillers adopt eco-friendly practices in their production processes that include local sourcing, reducing waste and using renewable energy appealing to environmental conscious consumers.

Syamjith Venugopal

Assistant Director of Food & Beverages – Kochi Marriott Hotel

The whiskey industry is evolving rapidly, driven by shifting consumer preferences, technological advancements, and innovative production techniques,” says Syamjith Venugopal. Here are some upcoming trends shaping the future of whiskey:

Experimental and Innovative Flavors: Consumers are increasingly open to unique and experimental whiskey flavors. Distillers are exploring different grains, fermentation processes, and barrel-aging techniques. Flavored whiskeys, such as those infused with honey, maple, or spices, are gaining popularity.

Craft and Small Batch Whiskeys: The craft whiskey movement is gaining momentum. Consumers are showing a preference for small-batch, artisanal products that highlight unique local ingredients and traditional distilling methods, appealing to those seeking authenticity and high quality.

Transparency and Storytelling: Consumers are more interested in the stories behind their favorite whiskeys. Brands are responding by offering greater transparency about their production processes, ingredients, and distillery heritage. Storytelling through marketing and packaging helps create a deeper connection with consumers.

Whiskey Tourism: Whiskey tourism is on the rise, with distilleries offering immersive experiences such as tours, tastings, and workshops. Regions known for their whiskey production, like Kentucky, Scotland, and Ireland, are becoming popular travel destinations for enthusiasts.

Health Consciousness: As consumers become more health-conscious, there is a growing demand for whiskeys with lower alcohol content or those perceived as ‘cleaner’ due to minimal additives. This trend aligns with the broader movement towards healthier lifestyle choices.

Sustainability and Environmental Impact: Sustainability is becoming a key focus in the whiskey industry. Distilleries are adopting eco-friendly practices, such as reducing water usage, implementing renewable energy sources, and using sustainable packaging. Some brands are emphasizing organic and locally sourced ingredients to reduce their carbon footprint.

These trends indicate a dynamic future for whiskey, with innovation and consumer preferences driving the industry forward.

Nitish Dubey

Food and Beverage Manager, Radisson Blu Plaza Delhi Airport

In the whiskey industry, we anticipate a rise in demand for craft whiskey, driven by unique flavors and traditional craftsmanship. Innovation continues to propel the evolution of the whiskey market, with distilleries experimenting with new techniques, ingredients, and aging processes. From innovative cask finishes to unusual grain combinations, distillers are pushing the boundaries of traditional whiskey production to create exciting new expressions. Investors who embrace innovation and are willing to explore emerging trends in whiskey production can discover opportunities for growth and diversification in their investment portfolios.

Major growth drivers for the Indian whiskey market include increasing urbanization and rising alcohol consumption. The future of whiskey in India looks promising, buoyed by a growing middle class and support from initiatives like ‘Made in India.’ Homegrown brands are gaining traction both locally and internationally by leveraging India’s rich heritage and quality craftsmanship.

Vishal Tawde

Head Mixologist, Saz, Mumbai

Current trends in the whiskey industry show a shift towards creating high-quality, innovative products. Distillers are no longer confined to traditional European or American styles. Instead, they are experimenting with various grains to produce unique contemporary whiskeys.