Indian whiskey ascended the global rankings, by commanding over 50% of the first 20 brands, and brandedquity

Telegram Group Join Now

“/>

Representative image

More than half of the top 20 most consumed whiskey brands in the world are Indians, according to the latest Drinks International report.

In fact, the first three whiskey brands including McDowell, Royal Stag and Imperial Blue, as well as eight of the 18 more quick -growing whiskey brands globally are all from India, reflecting the popularity of the brown liquid that controls almost two thirds of the general spirits of India.

“Indian whiskey continues to demonstrate that although commercial turbulence could exist for many markets in the world, India operates on a different series of parameters,” says the report.

With 100 million people who should enter the age group for the legal consumption of alcohol in India in the next five years, most of the global companies have the country among their three main priority markets. For Diageo and PernoD Ricard, two of the largest spirits in the world, India is their largest market in terms of volumes.

While Diageo has 34 brands that sell more than a million cases in categories, PernoD Ricard has 21 of these brandsHowever, local companies are not very behind with Khaitan Radic with eight millionaire brands including its best -selling magical moments vodka and whiskey at 20:00.

“About 60% of all liqueurs sold in India are still not premium and with over 400 million cases sold every year between the categories, even slight growth will reflect as a high volume. However, we see that consumers move more and more in the low-end liqueur at the entry-level whiskey and will still guide the volumes in the future”, said Amar Sinha, Chief Operating Officer at Radio Khaitan.

This is despite most of the companies that try to completely move the focus on Premium products as part of their strategy to earn higher margins instead of pushing the volumes.

The commercial agreement recently signed between the United Kingdom and India promises to reduce the prices of scotch tapes in the country. Can Indian brands maintain their trajectory against the strictest competition?

“So far India has played an important role for the company. But I think when you think of the fact that it is one of the largest whiskey markets, that reduction is clearly something that we would like to transmit, that it would stimulate the volume and high -level growth,” said Nik Jhangiani, Chief Financial Officer of Diageo at the beginning of this month.