This success marks a significant shift in India’s $33 billion spirits industry, as the nation not only emerges as a key consumer but also a producer of world-class whisky, particularly in the single malt category. Renowned international brands like Pernod Ricard’s Glenlivet and Diageo’s Talisker are facing competition from regional players such as Indri, Amrut, and Radico Khaitan’s Rampur.
Indri’s triumph at the Whiskies of the World Awards, where it outshone competitors from Scotland and the United States, is attributed to India’s changing drinking culture, increased wealth, and consumers exploring new brands during the COVID-19 pandemic. The $421 (Rs 34,960) Diwali Collector’s Edition of Indri, specifically, captured the judges’ palates and was declared the ‘Best in Show’ in a blind tasting held in San Francisco in August 2023.
As India solidifies its position as one of the largest whisky markets globally, global spirits companies are pivoting to tap into this trend. Pernod Ricard recently unveiled its first made-in-India single malt, the $48 Longitude 77, accompanied by Bollywood stars and Indian music. The company plans to expand its sales to Dubai and other global markets. Diageo, a major competitor to Pernod, entered the Indian single malt scene last year with Godawan, named after an endangered Indian bird. Godawan is currently available in five international countries, including the US.
The whisky landscape in India is evolving, with local brands like Indri leading the charge and challenging the dominance of traditional players in the global spirits arena.
