New Delhi distillery's Indri single malt gains global recognition

In a distillery near New Delhi, single malt brand Indri is making waves by producing almost 10,000 bottles a day, recently earning the title of the world's best whisky. Unlike traditional whisky regions, the distillery is surrounded by sugarcane and mustard fields instead of peat bogs. As India emerges as a significant whisky producer, its single malts are reshaping the country's $33 billion spirits market. Established global brands like Glenlivet and Talisker are now competing with local counterparts such as Indri, Amrut, and Radico Khaitan's Rampur.

India, being a whisky-centric nation, has seen a shift in consumer preferences due to global awards, increased affluence, and the exploration of new brands during the COVID-19 pandemic. The Whiskies of the World Awards in San Francisco recognised Indri's $421 Diwali Collector's Edition as the "Best in Show," surpassing Scottish and US rivals. This trend has prompted global brands, traditionally focused on Scottish single malts, to venture into the Indian whisky market.

Category of the future

Pernod Ricard recently introduced its first made-in-India single malt, Longitude 77, priced at $48, with plans to expand sales globally. Diageo, a major player, launched its first Indian single malt, Godawan, and sees a shift from whisky in India to Indian whisky, both domestically and internationally. The growth of Indian single malts outpaced Scotch in 2021-22, with predictions indicating continued growth.

Indri's growth has led its owner, Piccadily Distilleries, to plan a 66 per cent expansion in production capacity by 2025, aiming to reach beyond its current 18 foreign markets. Other local brands like Amrut and Rampur have also gained recognition, with expectations of significant sales growth. Despite the premium pricing of Indian single malts compared to their global counterparts, consumer interest remains high. Industry experts view Indian single malts as a category of the future, with both Pernod and Diageo acknowledging the potential in this evolving market.

(With Reuters Inputs)