In the heart of New Delhi, a distillery owned by Piccadily is making waves with its award-winning Indian single malt, Indri. Named the world’s best whisky, Indri, alongside other homegrown single malts like Amrut and Rampur, is reshaping India’s spirits market and challenging established global brands.
Situated amidst sugarcane and mustard fields, the Piccadily distillery stands out, deviating from traditional peat bogs. As India evolves into a whisky maker rather than just a consumer, its single malts are gaining recognition globally, contributing to a significant transformation in the nation’s spirits landscape.
India, a predominantly whisky-drinking nation, is experiencing a shift in preferences. The convergence of global awards, rising affluence, and an adventurous spirit among drinkers during the COVID-19 lockdown has brought about substantial change to India’s whisky scene.
Aditya Prakash Rao, a long-time consumer of foreign brands, now takes pride in purchasing Indian malts, appreciating their perfect pairing with spicy Indian cuisine. Indri’s Diwali Collector’s Edition, priced at $421, claimed the “Best in Show” title at the Whiskies of the World Awards, surpassing Scottish and U.S. rivals.
Recognizing the trend, global brands traditionally focused on Scotch are now eyeing India’s booming whisky market. Pernod recently unveiled its first made-in-India single malt, Longitude 77, priced at $48, with plans for global expansion.
Kartik Mohindra, Pernod India’s chief marketing officer, expressed optimism about the unprecedented growth in the category. Diageo, Pernod’s rival, launched its first Indian single malt, Godawan, last year, selling in five foreign markets, including the United States.
The data reflects a notable shift in preferences, as Amrut dethroned Pernod’s Glenlivet, previously India’s top-selling single malt. Indian single malts saw remarkable 144% growth in 2021-22, outpacing Scotch, which grew by 32%, according to IWSR Drinks Market Analysis.
Piccadily Distilleries, the maker of Indri, has ambitious plans. It aims to expand production capacity by 66% to 20,000 liters a day by 2025, catering to increasing demand that extends beyond the 18 foreign markets constituting 30% of its sales. Plans include doubling the number of casks to 100,000 at the sprawling distillery located 160 km north of New Delhi.
While local brands like Indri, Amrut, and Rampur are not budget-friendly, their appeal and quality compete with global counterparts. The future seems promising as industry leaders recognize the potential, with both Diageo and Pernod venturing into the creation of Indian single malts. Sanjeev Banga, president of international business at Radico, emphasizes that the category is undeniably “a category of the future.”
