The whiskey is no longer only a drink in India, but a reflection of its changing tastes, aspirations and pride of crafts. As millions of Indians raise their glasses, they also celebrate a transformation in the whiskey market, where local malts are challenging global giants and premium offers are increasingly demands.
According to the National Family Health Survey (2019-21) and Census data, India has about 10.12 alcohol consumers of millions of rupees, including 9.49 million men and 63 Lakh women 15 years or older. In that, whiskey represents most of the spirits consumed.
In Cy23, the India whiskey market was 252 million cases, according to international wine and liquor research data (IWSR), including whiskey produced locally and imported. In terms of value, the Indian whiskey market, estimated at around $ 21.13 billion in 2023.
The data of the International Association of Spirits and Wines of India (ISWAI) indicate that India is a market of brown spirits, with a97 percent preference on other spirits. Within ‘Browns’, whiskey remains the preferred alcoholic spirit with 67 percent, with a change of noticax among Indian consumers to high -end premium alcoholic products.
Changing tastes, habits
“There is a growing interest in the premiumization and acceptance of imported brands, especially among urban, rich and younger consumers more exposed to global tendencies. However, Indian whiskeys, manufactured by international and national companies, the testimas remember the affordability, accessibility and familiarity of the strong brand,” said Sanjit Padhi, the CEO of ISWAI.
The Alcobev sector is made up of regular, value and luxury segments, including the Indian manufacturing liquor (IML) and the foreign liquor made in India (IMFL), which together represent 78 percent of the entire whiskey consumed.
However, driven by the increase in the available income of the middle class and the growing aspirations of the young population, the preference towards foreign liquor is gradually recovering the rhythm. The bottled segment in origin (bio), which represent imported whiskeys, has seen a remarkable growth of 12.8 Lakh cases in 2019 to 34.4 Lakh of cases in 2023, reflecting a CAG of 28 percent. However, they formed only 1 percent of the Indian whiskey industry in 2023.
General Directorate of Commercial Intelligence and Statistics (DGCI & S) indicates that the United Kingdom is the main whiskey exporter to India in value and volume. Exporta whiskey worth $ 328.31 million and 51,499.82 tons in volume, which represents 80 percent of total whiskey imports to India. This is followed by the United States and Ireland, with exports valued at $ 24,06 million in 3,020.4 tons and $ 18.88 million to 4,107 tons, respectively.
Jean Touboul, the CEO of Pernod Ricard India, said: “International whiskeys are perceived as a higher quality, and their attraction is mainly driven by factors such as the age declaration, the brand image, the aspirational value and pertry of pertry or pertry or peerry.
According to ISWAI, despite the gradual increase in projected imported whiskey to grow from 3 percent in 2023 to more than 3.7 percent in 2027 Indian manufacturing whiskey is expected to continue dominating the market, maintenance of more than 97 percent participation by volume.
As India remains the fifth largest alcohol beverage market in the world, it is expected that the increase in national consumption further feed the growth and acceptance of whiskeys made in India in the coming years.
Global aspiration, local pride
Another remarkable trend is the change in the perception of Indian manufacturing whisk made by international and national companies, both in India and worldwide. While Scotch continues to enjoy domain, Indian consumers are exploring a variety of whiskeys, including Indian individual maltas, along with Irish, American, Japanese and Canadian whiskeys.
This evolving flavor reflects a growing appreciation for quality and crafts in Indian manufacturing whiskeys. The growing popularity of Indian individual malts has helped to raise the image of national brands both in India and International, and many global companions have launched their Indian individual malts, length 77 of Pernod Ricard and Godowan by Diageo.
Pernod Ricard India CEO expressed similar thoughts, sharing the IMFL whiskeys that constitute about 97 percent of their whiskey volume, with its wallet, including Brands Royal Stag, Blender’s Pride and Imperial Blue.
“The positive change in the perception of local whiskeys is formed by factors such as a growing ‘vocal for local feeling’, a greater appreciation for the narration and crafts of India, and significant advances in the packaging and design that attract a new wave of levels. Where consumers, particularly millennials, more open to experimentation with the premium offers to India,” he shared.
Paul P John, president of the IMFL John Distilleries Ltd giant, added that the whiskey options of Indian consumers are influenced by flavor profiles, price, perceived quality, brand reputation, global recognition and consumer changing preferences.
The various climate of India also adds a singularity to the aging process, sacrifices of elections in palate profiles of all regions. Many Indian brands of a single malt are looking for a reputation of more accessible labels to exclusive selected barrels, special releases of small lots with an emphasis on Indian heritage, are specific to the region and have different characteristics that establish an established set.
“To meet the growing demand, we are promoting the premiumization, expanding our select barrel range beyond the classic and turbo to include expressions finished in wine barrels such as Pedro Ximénez and odorous, with upcoming releases such as Paul John Cass. Of Ugni Blanc and Bangalore Purple Plpel Grapes, Swer To Cognac and Armagnac.
Posted on April 14, 2025