According to a Times of India report citing data from the Confederation of Indian Alcoholic Beverages Companies (CIABC), India’s single malt sales have surpassed those of global brands by 2023.
Of the total sales of 675,000 cases of single malt in India in 2023, around 345,000 cases were retailed by domestic producers, while the remaining 330,000 cases were retailed by Scots and other countries.
Some of India’s largest single malt brands include Amrut, Paul John, Indri and Gianchand, among many others. Local brands don’t come cheap: Indri starts at $37 a bottle (about ₹3,000), Amrut $42 (about ₹3,500) and Rampur $66 (about ₹5,400) at stores near New Delhi. By comparison, Pernod’s Glenlivet retails from $40 (about ₹3,200) to $118 (about $9,800), depending on age.
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Unlike many Asian countries where beer dominates alcohol sales, India is primarily a whiskey drinking nation.
Responding to the Indian drinks trend, global brands that have focused on old Scottish single malts are turning to Indian whiskey to capitalize on the boom in one of the major whiskey markets best of the world.
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Established global brands such as Glenlivet, made by France’s Pernod Ricard, and Talisker by Britain’s Diageo, are competing for shelf space with local rivals Indri, Amrut and Radico Khaitan’s Rampur. The craze for “desi” brands has prompted Diageo and Pernod Ricard to join local brands.
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In 2022, Diageo, Pernod’s biggest rival, launched India’s first single malt, Godawan – named after an endangered large Indian bird – which is currently on sale. in five foreign markets, including the United States. While Pernod launched Longitude 77 last year.
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According to CIABC data, local single malts account for 53% of total sales by 2023.
According to data from drinks market analysis IWSR, Indian single malt grew 144% in 2021-2022, outpacing Scotch’s 32% growth. He predicts that, over the period to 2027, India’s malt consumption will grow 13% per year, compared with 8% for scotch.
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