Indian Whisky ‘Indri’ Crowned World's Best, Challenges Global Whiskey Giants

In the heart of a distillery near New Delhi, oak casks, once home to bourbon and wine, stand filled with aging Indian single malt Indri, recently crowned the world's best whisky. With production reaching nearly 10,000 bottles daily, the two-year-old brand Piccadily is making its mark in India's 33 billion dollars spirits market.

Surrounded by sugarcane and mustard fields, the distillery's unique charm lies in its departure from traditional peat bogs. The success of local brands like Indri, Amrut, and Radico Khaitan’s Rampur is reshaping the market and giving a tough fight to global giants such as Glenlivet and Talisker.

India, predominantly a whisky-drinking nation, is witnessing a shift as its single malts gain global recognition. The Whiskies of the World Awards in San Francisco honored Indri's Diwali Collector's Edition, priced at Rs 34,960, with the prestigious "Best in Show" title, surpassing rivals from Scotland and the U.S.

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This trend has prompted established global brands like Pernod Ricard and Diageo to turn their attention to Indian whiskies. Pernod recently unveiled its first made-in-India single malt, the 48 dollars Longitude 77, while Diageo's Godawan, launched last year, is gaining grounds
in foreign markets, including the United States.

Kartik Mohindra, Pernod India's Chief Marketing Officer, expressed bullish optimism about the category's unprecedented growth. Diageo's India Chief Innovation Officer, Vikram Damodaran, noted the shift "from whisky in India to Indian whisky - within India and globally."

Data from IWSR Drinks Market Analysis reveals that Indian single malts surged by 144% in 2021-22, outpacing the 32% growth in Scotch. Projections until 2027 indicate a sustained growth rate of 13% annually for Indian malts compared to Scotch at 8%.

Piccadily Distilleries, the maker of Indri, envisions a capacity expansion of 66% by 2025, targeting 20,000 liters (5,300 gallons) a day. With plans to double cask numbers to 100,000, the distillery aims to capitalise on its current 18 foreign markets, constituting 30% of sales.

While Indian single malts are not priced cheap, Indri starts at USD 37 (Rs 3,000) a bottle, Amrut USD 42 (Rs 3,400), and Rampur USD 66 (Rs 5400) in shops near New Delhi. In comparison, Pernod's Glenlivet retails from USD 40 to USD 118, depending on age.

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As local brands gain traction, the industry anticipates sustained growth, considering endorsements from major players like Diageo and Pernod, signaling the emergence of Indian single malts as a category of the future.