India’s love affair with the brown spirit runs deep. While beer dominates alcohol sales in most Asian countries, whisky reigns supreme in India. However, despite its status as a frontrunner in consumption, India has often played second fiddle to whisky powerhouses like Scotland, Japan, Ireland, and the US in terms of whisky production. Year after year, the country secures the top spot as the most lucrative market surpassing the United States, and hence the popular Punjabi phrase ‘Patiala Peg’ doesn’t come without strong bearings. According to Statista, the country’s total consumption of alcoholic beverages is expected to surpass 6 billion litres in 2024, and last year, it generated the fourth-largest revenue from spirits, over US$33 billion. For years, international trips meant an obligatory stop at the airport duty-free liquor store, to stock up on imported whisky. However, in the recent past the bourgeoning culture of whiskies in India has led to the rise of a new market. According to the “India Whisky Market Outlook, 2027-2028” report by Research and Markets, a leading market analysis company, whisky consumption in India is poised to surge to 289.49 million cases by 2027-2028, generating revenues exceeding Rs 287,000 crore. Within this landscape of growth and evolution, several Indian whisky brands are emerging as global contenders, captivating enthusiasts worldwide with their craftsmanship, innovation, and distinctive flavors. In agreement Paras Maan, Chief Operating Officer, ADS Group opines, “Traditionally, the Indian whisky market was dominated by imported brands. However, with changing preferences and the desire for unique experiences, homegrown whiskies have gained prominence. These whiskies, specifically tailored for the Indian palate, offer distinct flavor profiles and characteristics that resonate with local consumers.” Spotlight on Indian whisky Bay Window BY ARUSHI SAKHUJA Is there a shift in preference towards homegrown whiskies away from imported brands in the country? 10|LUXEBOOK |MAY 2024 MAY 2024 |LUXEBOOK|11 HOME GROWN
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