Home / Beverage  / Industry Experts Discussing the Upcoming Trends in the Whiskey Industry

Industry Experts Discussing the Upcoming Trends in the Whiskey Industry

World Whiskey Day is on May 18th. Let's seize this chance to explore the forthcoming trends in the whiskey industry on this significant day.

World Whiskey Day is on May 18th. Let’s seize this chance to explore the forthcoming trends in the whiskey industry on this significant day.

Co founder of Glenwalk and Director of Cartel Bros

Non-age statement single malt whiskies will make a big push in the coming years. There is a shortage of aged Single malt whiskies globally. Many companies will launch Single malt whiskies with any age statement (NAS).

Cask Finish: Most companies are going to launch whiskies that are aged in Different casks instead of the traditional Oak Cask. We will get whiskies which will be finished in rum, Sherry, Madeira, and beer casks.

Premiumization: Indians are moving towards premium products. The entry-level Scotch whisky market is growing at 25% annually against the premium Indian whisky market which is growing at 18% for the FY 22/23. Also, the single malt industry has grown 38% in the same year. Indians want to Drink less but drink better.

In terms of innovation, companies are trying new grains like RYE instead of Malted barely. RYELAW by InchDairnie Distillery is one such whisky which is made only by RYE.

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.”

Managing Partner at Ironhill India

As experts in the craft beverage industry, Ironhill India observes several emerging trends in the whiskey sector that parallel our experiences in microbrewing. One significant trend is the increasing consumer demand for unique and artisanal products. Just as craft beer enthusiasts seek distinctive brews, whiskey consumers are gravitating towards small-batch, craft whiskeys that offer unique flavor profiles and innovative aging techniques. There’s also a growing focus on sustainability and local sourcing, which aligns with our own practices of using high-quality, locally sourced ingredients. Additionally, we see a trend towards experiential consumption, where consumers are looking for immersive tasting experiences and education about the products they enjoy.

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.”

Vice President – Operations and Development at Lords Hotels and Resorts

Thanks to the ‘Make in India’ initiative, local production and the premium whiskey market are thriving. By focusing on high-quality production and innovative techniques, Indian whiskeys have gained a stronger foothold both domestically and internationally. This success reflects how consumers’ lifestyles are changing, with more disposable income and a growing taste for premium drinks.

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.

Director of Operations, Novotel Kolkata Hotel & Residences

A. At Novotel Kolkata Hotel & Residences, as we celebrate World Whiskey Day, it’s exciting to look ahead at the trends shaping the whisky industry. One of the significant trend is the rising popularity of no-age-statement (NAS) whiskeys. These whisky’s, which focus on flavours profiles rather than age, are gaining attraction among both enthusiasts and newcomers. The flexibility in production allows master distillers to experiment with unique blends and cask finishes, resulting in innovative and diverse offerings. This shift not only caters to the evolving palates of whiskey lovers but also highlights the artistry and creativity within the industry. Expect to see more NAS whiskeys making a splash in the market, bringing new and exciting flavours to the forefront.

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.

Restaurant and Beverage Operation Manager, Grand Hyatt Mumbai Hotel and Residences

  • Premiumization and Craft Whiskey: This trend is driven by a growing appreciation for craftsmanship, unique flavors, and limited editions.
  • Sustainability and Eco-Friendly Practices: Environmental consciousness is influencing this production method. Distilleries are adopting sustainable practices such as using renewable energy, reducing water consumption and sourcing locally
  • Innovative flavors and cask finishes: Experimentation with various cask finishes (e.g. wine, rum and beer barrels) and unique flavors profile is on the rise
  • Cask investment and whiskey as an asset: This trend is fueled by increasing value of rare and aged whiskeys
  • Technology integration: Distilleries are leveraging technology for everything from precision distilling and aging to AI- driven flavor development and personalized whiskey recommendation through apps

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.

Food & Beverage Director, Sheraton Grand Chennai Resort & Spa, Mahabalipuram

There are 3 trends which are now extremely popular, most visible and considerably noteworthy,

1. Significant rise in low or no alcohol whisky. Brands are now focusing towards the health and wellness of their patrons as there is growing demand in this segment and distilleries are responding with innovative techniques that mimic the traditional flavor without the alcohol content

2.Eco-Friendly & Sustainable businesses. The whiskey industry has also looked closely at the sustainability quote as they focus on sourcing local grains & implementing ecofriendly production and packing methods.

3.Craft distilleries are on the rise. Small batch liquor is in trend as distilleries offer small batch whiskey’s with distinctive character and regional influences, consumers are drawn towards exploring an authentic and unique experience with these small batches created by Craft Distilleries expressions.

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.

Whisky or Whiskey, a globally regulated spirit with diverse classes and varieties, undergoes distillation and is typically derived from grain mash fermentation. Its production involves the use of various grains such as barley, corn, rye, and wheat, with the choice of grainsin the production process influencing distinct flavor profiles in different whiskey varieties.

Maturation in charred white oak wooden casks is a common practice for whiskey, contributing to its unique characteristics. The whiskey market encompasses various categories, including Scotch whisky, Irish whiskey, Bourbon, Rye whiskey, and other variants. Each category is marked by specific production regulations.

The market’s growth is driven by consumer interest in exploring new and exciting whiskey flavours, the rising demand for craft and artisanal spirits and the versatility of flavoured whiskey in creating innovative cocktails.

The consumer are interested in unique taste and experiences, the whisky market growth increased demand for flavoured whiskey as a key ingredient in innovative cocktails.

Harry Simon Peter, Beverage Manager – BLVD Club



Review overview

Sorry, the comment form is closed at this time.