The connoisseurs of Premium in India seem to savor the local origin and the distinctive character of the individual Indian malts on the best Scottish brands more and more. Indri, the four -year brand of Piccadiily Agro Industries, based in Haryana, has passed the famous Whiskey Speyside Glenlivet, as well as Glenfidich, to emerge as the most sold single Malt in India last year. The list also includes local brands Paul John, Rampur and Amrut Premium among the first six for sales, according to the analysis of the IWSR drinks market.
In addition, for the first time recorded, local sales of individual Indian malts have exceeded imports from Scotland in 2024, shows the latest IWSR report.
“There is certainly a transition from other world whiskey to individual Indian malts with growing acceptance of the local whiskey that offers quality liquids at a relatively lower price,” said Praveen Malviya, CEO, Piccadily Agro.
More choice, access
Indri’s question passed the offer, Malviya said. The brand has increased growth in the Indian single malt segment, which has expanded significantly, even if the growth of the international whiskey brands has reduced, she said.
A single malt whiskey is made of malt barley, distilled with a single distillery and is appreciated for its unique taste. The Indians now have a vast selection of locally made brands to choose from, and many of these are more convenient than imports. Amrut and Paul John were the first single Malt Indian brands, launched in the 2000s. In the last three or four years, however, the market has seen a burst of new single malt distillers, such as Piccadiily, as well as global liqueurs companies such as PernoD Ricard and Diageo who added their Indian brands such as Longitude 77 and Godowan.The manufacturers of domestic liqueurs also launched single Malt brands, such as the single Rampur malt of Radio Khaitan.
For decades, the success of single malt whiskey has been closely linked to age perceptions, quality and price: the older are better and more expensive. The individual Indian malts, however, do not bring declarations of age due to local climatic conditions. In Scotland, for example, the evaporation during the aging of the barrel, known as the share of the angels, is 2-3% per year, while in the heat of India, it is commonly more than 10%.
Most of the individual Indian malts, therefore, have an optimal 5-8 year maturation.Companies have said that maturation is no longer crucial.
“Many consumers want to experience Malti and global level, the age declaration is taking some back-seats. Singlery distillery malt.” So, many whiskey lovers constantly look for more recent tasting notes. ”
Sales of individual Indian malts increased by over 75% in 2023 to about 9,000 cases of nine liters, exceeding the sales of scotch single malt, Iwsr said in his report. With a further advance in sales of over 25% in 2024, the individual Indian malts were significantly exceeded their Scottish counterparties, said the alcohol market researcher.
This is mainly due to the will of consumers to experience the individual Indian malts instead of the Scottish competitors. Other reasons were the broadest choice and the availability in retail sale and the advantage of sales through the canteen shops department managed by the Ministry of Defense, in which imported brands are prohibited as a question of politics. Scotch still has a role to play, as updated local brands use scotch tapes as an ingredient.
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