The rise of the Indian single-malt and our obsession with it
Take a look at how the Indian single-malt has made its name in the global alcobev industry, on the foundation of set by Indian homegrown brands
If you have the same interests as me (and by that I mean poking your nose around in everything pertaining to the food and beverage industry), you must have already noticed that India has been undergoing a certain premiumisation trend. With special focus on words like ‘artisanal,’ ‘craft,’ and ‘organic,’ the food and beverage industries in the country are looking at a market that thrives on this premiumisation. This is probably also a very good time to point out that this trend is not just a means for brands to earn. If you look at the efforts undertaken by them to reach a particular standard that is recognized not just in the country, but across the world, the costs justify themselves.
Shifting our gaze to the alcobev industry, there has been a surge of craft spirits in the market, be it gin, beers, or even tequila for that matter. And at the top of it all sits the Indian single-malt whisky, in its absolute supremacy. With Amrut leading the charge, Amrut Fusion is celebrated for being the first Indian single malt whisky to be globally recognized.
Whisky was not inherently an Indian beverage. It was brought to us by the British, and along the way, we learned to customise it to our preference. So, yes, it is a pretty big feat to now be one of the leading producers in the market. With notable brands like Amrut, Indri, Rampur, and Diageo-owned Godawan—just to name a few—winning accolades and proving to be top choices in the alcobev market, India has risen through the ranks to establish itself as a tough competitor. Given our population of nearly 1.5 billion people, India constitutes the third-largest market for alcohol and spirits, following the United States and Japan. The rise in disposable income and the multitude of options available have supported the rise of premiumisation, pushing brands to innovate and cater to different palates.
In an interview with Whisky Magazine, Siddharth Sharma—founder and promoter at Piccadily Distilleries, the producer of Indri single malt and Whistler blended malt whiskies—was quoted saying, “India is among the top three consumers of alcoholic beverages, and we cater to a large population within our country itself. Consumers are spoilt for choice with the introduction, experimentation, and reinvention of various flavours and forms, particularly in the premium segment with superior blends and packaging that compare with international standards.”
The Indian premiumisation trend is indeed fascinating and reflects a broader global movement towards quality and exclusivity in the food and beverage industry. But what does this trend signify beyond the realm of luxury? It points to a deeper change in consumer behavior and preferences. As consumers become more discerning, they are willing to pay a premium for products that promise not just superior quality, but also authenticity and a unique experience.
This shift is evident in the increasing demand for artisanal and craft products. Artisanal foods, characterised by traditional methods and high-quality ingredients, are gaining popularity. Consumers are looking for products that tell a story, that connect them to a place or a tradition. This is where brands like Amrut and Indri come in, offering not just a drink, but a narrative of Indian craftsmanship and heritage.
In the alcobev industry, the trend towards premiumisation is driving innovation. Distilleries are experimenting with new flavours and techniques, pushing the boundaries of what Indian spirits can be. This is a significant development, as it challenges the stereotype of Indian spirits as inferior to their Western counterparts. Indian single malts, with their unique flavours and high quality, are now being recognized on the global stage, paving the way for other Indian spirits to follow suit.
As Indian single malts continue to gain recognition, it’s clear that the country’s premiumisation trend is more than just a passing phase. It represents a significant shift in consumer preferences and market dynamics, highlighting India's growing influence in the global food and beverage industry. So, the next time you sip on an Indian single malt, remember you're part of a larger story of innovation, quality, and cultural evolution. This trend is reshaping the industry, creating opportunities for innovation and growth, and setting new standards for quality and excellence.