Some of the pioneers in single malts included Paul John, Amrut and Rampur, and the newer players are Indri and Woodnote Premium Blended Select Cask. It is no surprise that with these brands are giving stiff competition to international brands in terms of quality and flavour, and thus the market is undergoing a seismic shift. At the helm of the transition is the consumers preference for homegrown single malts which are accounting for a major market share. “The data speaks volumes, revealing a soaring growth in Indian single malts in the recent years outpacing the Scottish counterparts. This trend shows no signs of abating, with projections until 2027 hinting at a staggering annual growth in the consumption of Indian malts,” highlights Siddhartha Sharma, Founder, Piccadily Distilleries. Vinod Giri who heads the Confederation of Indian Alcoholic Beverage Companies said in an interview, that homegrown single malts constitute 33% of the market in India, up from 15% five years ago.That figure will continue to increase. Over the past five years, the Indian single malt category has experienced remarkable growth, and the world is taking notice of India’s exceptional quality and whisky craftsmanship as well. This evolution has further transformed the availability of Indian single malts. The History of Whisky in India Whisky has been part of India’s story since the days of British rule in the 19th century. Back then, local spirits resembling whisky were made to satisfy the thirst of British soldiers. It’s interesting that the first whisky distillery in India was set up by a British entrepreneur named Richard Dyer in the late 1820s. At that time, Indian whiskies were quite different from Scotch whisky, being lighter in body and flavor, using local ingredients and methods. In the 1940s, whisky production in Indian became modern with big distilleries like Rampur and Amrut coming into play. These whiskies were often made from a blend of molasses and grain spirits, and spiced up with local flavors to suit Indian palates. However, as single malt whisky gained popularity globally in the 1990s, Indian distilleries began to shift their focus to producing single malts. John Distilleries, which started in 1996, made waves with its Paul John Single Malt Whisky, launched in 2012 and now known worldwide. Amrut rolled out its first single malt in 2004, followed by in 2016. New players are also entering the scene, like Kamet in Goa, which brought out its first single malt in 2021, and Godawan, owned by Diageo and Woodnote Premium Blended Select Cask Whisky by ADS Spirits. Factors Contributing to the growth of Indian Whisky It is a well-known fact that India is one of the largest producers of wheat (the key ingredient used to produce whisky), and the hot and humid weather of the country contributes faster ageing of whisky, lending its unique flavour profile. But the buck doesn’t stop there India is also home to different grains, spices, and culinary diversity and hence a myriad of flavours. Thus, a winds-of-change moment is underway, with a burgeoning cadre of distilleries reshaping this narrative by pushing the boundaries of innovation and quality. Indians are moving beyond their obsession with scotch and foreignmade whiskeys to premium Indian brands. Speaking about the new wave in India Sharma said,“A new wave of whisky brands is propelling homegrown Indian spirits to unprecedented global popularity. The rise of the “vocal for local” movement has also spurred curiosity and exploration among enthusiasts, leading them to seek out premium homegrown offerings like Indri that encapsulate the essence of India’s distilling traditions while rivaling the quality of established global counterparts,” The rising popularity of homegrown whiskies in India is influenced by several factors. It’s imperative to highlight India’s diverse climatic conditions, which give rise to exceptional flavors. From the coastal region of Goa to the deserts of Rajasthan and the Himalayas, India’s varied landscapes offer an array of microclimates and regional distillation techniques. Mann accurately states that the country’s hot and dry climate expedites the maturation process, resulting in whiskies with intense flavors and character. “Coastal areas with their warm and humid climates, accelerate maturation, resulting in distinctive flavors that blend the finest Scotch malts with select Indian grain spirits. Urban centers with moderate climates have also emerged as distillery hubs, offering ideal conditions for whisky production and flavor development.” Highlighting how the extreme weather conditions impact whisky, Sharma said, “Whisky aging in hot or tropical climates, such as the Northern plains of India where Indri is matured, experiences extreme temperature fluctuations. Temperatures can range from 0 degrees Celsius in winter to 50 degrees Celsius in summer, with just two months of rain and ten months of dry weather. These drastic temperature changes cause the pores of the wood to expand and contract significantly, intensifying the interaction between the wood and the whisky. As a result, the liquid absorbs a richer array of flavors in a shorter time frame.” Furthermore, the aging process contributes significantly to the flavor profile of Indian whisky. For example, utilizing barrels previously used for aging other spirits adds layers of complexity and character to the whisky. Additionally, the growing recognition of Indian brands globally has boosted confidence among consumers, further driving their popularity, believes Mann. But pricing to plays a pivotal role. For Sharma, “pricing is another aspect that reflects the trend of premiumization within the industry. Being in the price bracket that it is, Indri is at par with established global brands.” 12|LUXEBOOK |MAY 2024 MAY 2024 |LUXEBOOK|13
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