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Food & Beverages
Growing domestic production is accelerating India’s whisky market expansion: Bonafide Research
India's whisky market has been experiencing remarkable growth over the past decade, driven by homegrown brands such as Paul John, Amrut, and Rampur. The Indian whisky industry made its mark globally in 2004 when Amrut launched its single malt, which gained international recognition in 2010 by securing the third-best whisky title worldwide. This success has encouraged other Indian brands to enter the premium whisky segment, resulting in a thriving industry that competes with established Scotch whisky brands. Allied Blenders & Distillers (ABD) has also contributed to this growth by launching Sterling, a premium whisky range that has gained significant traction in India.
India is now the largest whisky-consuming nation, accounting for nearly one in every two bottles of whisky sold globally. Seven of the top ten global whisky brands are Indian, highlighting the industry's dominance. Moreover, whisky is increasingly being marketed for use in cocktails, appealing to a younger and more diverse audience, including female consumers. The latest generation of Indian single malts is gaining recognition in Western markets, further solidifying India's presence in the premium whisky segment. These brands now command over a third of the Indian single malt market, as consumers who are typically loyal to their whisky brands show greater willingness to experiment when it comes to single malts. This shift has compelled global liquor giants to modify their strategies in India to remain competitive.
Investment in the Indian whisky industry is growing, with companies such as Diageo India committing INR 45 crore to establish a Craft and Innovation Hub in Ponda, Goa. This facility will support the production of malt whisky, gin, and rum, along with providing maturation and blending capabilities. The Confederation of Indian Alcoholic Beverage Companies (CIABC) reports that homegrown single-malt sales have surged by over 40% annually over the past three years, compared to just 7% for imported brands. This demonstrates a clear preference for Indian whisky among consumers and suggests strong future growth for both domestic and imported single malts in the Indian market.
According to India Whisky Market Outlook, 2027-28 by Bonafide Research, the Indian whisky market grew at a rate of over 9.46% between 2016-17 and 2021-22. Whisky in India is broadly segmented into prestige, premium, and super-premium categories, with the prestige segment being the most consumed, accounting for more than half of total whisky sales. However, changing consumer preferences, rising disposable incomes, and India's rapid economic expansion are expected to alter market dynamics. By 2027-28, whisky consumption in India is projected to exceed 280 million cases, with a noticeable decline in the share of blended whisky as consumers shift toward higher-quality alternatives.
An important trend in the Indian whisky market is the gradual transition from country liquor to branded products. While this shift presents an opportunity for domestic brands, brand awareness remains a challenge in many regions. Some companies can capitalize on this by increasing their visibility, whereas others may struggle as competitors seize the market share. The key to sustained growth lies in targeting India's youthful demographic, which forms a significant portion of the nation's workforce. By appealing to younger consumers, whisky brands can strengthen their market position and drive long-term success.
Despite India's dominance in whisky production, most Indian whisky falls under the Indian Made Foreign Liquor (IMFL) category, which is primarily molasses-based and contains only 10-15% malt whisky. This prevents these products from being classified as whisky in European markets. However, the rising demand for imported and single-malt whiskies in India is a positive sign for consumers, as these products offer higher quality and authenticity. This trend is driven by India's economic progress, which has increased consumer spending on premium alcoholic beverages.
Prominent companies operating in the Indian whisky market include Pernod Ricard India Private Limited, United Spirits Limited (Diageo Group), Radico Khaitan Limited, Allied Blenders & Distillers Private Limited, Jagatjit Industries Limited, John Distilleries Private Limited, Tilaknagar Industries Limited, Amrut Distilleries Private Limited, SOM Distilleries & Breweries Limited, and Bacardi India Private Limited. With continued innovation, rising consumer demand, and growing global recognition, India's whisky market is poised for substantial expansion in the coming years.
India is now the largest whisky-consuming nation, accounting for nearly one in every two bottles of whisky sold globally. Seven of the top ten global whisky brands are Indian, highlighting the industry's dominance. Moreover, whisky is increasingly being marketed for use in cocktails, appealing to a younger and more diverse audience, including female consumers. The latest generation of Indian single malts is gaining recognition in Western markets, further solidifying India's presence in the premium whisky segment. These brands now command over a third of the Indian single malt market, as consumers who are typically loyal to their whisky brands show greater willingness to experiment when it comes to single malts. This shift has compelled global liquor giants to modify their strategies in India to remain competitive.
Investment in the Indian whisky industry is growing, with companies such as Diageo India committing INR 45 crore to establish a Craft and Innovation Hub in Ponda, Goa. This facility will support the production of malt whisky, gin, and rum, along with providing maturation and blending capabilities. The Confederation of Indian Alcoholic Beverage Companies (CIABC) reports that homegrown single-malt sales have surged by over 40% annually over the past three years, compared to just 7% for imported brands. This demonstrates a clear preference for Indian whisky among consumers and suggests strong future growth for both domestic and imported single malts in the Indian market.
According to India Whisky Market Outlook, 2027-28 by Bonafide Research, the Indian whisky market grew at a rate of over 9.46% between 2016-17 and 2021-22. Whisky in India is broadly segmented into prestige, premium, and super-premium categories, with the prestige segment being the most consumed, accounting for more than half of total whisky sales. However, changing consumer preferences, rising disposable incomes, and India's rapid economic expansion are expected to alter market dynamics. By 2027-28, whisky consumption in India is projected to exceed 280 million cases, with a noticeable decline in the share of blended whisky as consumers shift toward higher-quality alternatives.
An important trend in the Indian whisky market is the gradual transition from country liquor to branded products. While this shift presents an opportunity for domestic brands, brand awareness remains a challenge in many regions. Some companies can capitalize on this by increasing their visibility, whereas others may struggle as competitors seize the market share. The key to sustained growth lies in targeting India's youthful demographic, which forms a significant portion of the nation's workforce. By appealing to younger consumers, whisky brands can strengthen their market position and drive long-term success.
Despite India's dominance in whisky production, most Indian whisky falls under the Indian Made Foreign Liquor (IMFL) category, which is primarily molasses-based and contains only 10-15% malt whisky. This prevents these products from being classified as whisky in European markets. However, the rising demand for imported and single-malt whiskies in India is a positive sign for consumers, as these products offer higher quality and authenticity. This trend is driven by India's economic progress, which has increased consumer spending on premium alcoholic beverages.
Prominent companies operating in the Indian whisky market include Pernod Ricard India Private Limited, United Spirits Limited (Diageo Group), Radico Khaitan Limited, Allied Blenders & Distillers Private Limited, Jagatjit Industries Limited, John Distilleries Private Limited, Tilaknagar Industries Limited, Amrut Distilleries Private Limited, SOM Distilleries & Breweries Limited, and Bacardi India Private Limited. With continued innovation, rising consumer demand, and growing global recognition, India's whisky market is poised for substantial expansion in the coming years.
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