Is the world ready for the India's revolution in alco-bev space

In recent years, India’s single malt whisky has recorded a tremendous surge in popularity, both domestically and internationally.

A category once synonymous with mass-produced, low-quality spirits is now a striking reality, shaking up the whisky world. The rise of Indian single malt whisky has created an intriguing disruption in the alco-bev world. The question now arises: Is the world ready for this Indian revolution in the spirits space?

Taking a quick look at India’s unique craftmanship
There are a few reasons why the world is about to witness the unstoppable and unapologetic rise of Indian single malts. First, India’s climate is truly a game-changer. While Scotland’s cool weather leads to a slow and steady maturation process (kind of like whisky on a gentle spa day), India’s hot and humid conditions accelerate the aging process—similar to a whisky on a Red Bull binge. This quick maturation imparts a distinct flavour profile that’s bold and full of character. However, it’s important to note that faster maturation doesn’t compromise quality. In fact, even with quicker aging, the quality of Indian whisky remains uncompromised, offering a flavour-first experience that stands out. Essentially, while Scotland’s whisky may be taking a scenic walk through the park, India’s whisky is sprinting toward the finish line—flavour-first, and with no loss in quality.


Next up, India’s distillers are no longer stuck in some ancient tradition. Sure, tradition is nice— if you are still living in the 1800s. But what really sets Indian single malts apart is our bold, fearless approach to innovation. We have embraced modern techniques without abandoning the soul of distillation. It’s like a rock band fusing classical tunes with a little sprinkle of jazz—unexpected, but oh-so-right. This marriage of innovation and craftsmanship gives Indian whiskies a distinct edge, often bursting with bold, vibrant flavors—think spices, fruits, and a robust body—that make traditional Scotch seem a bit... reserved. Sharing some examples as many new whisky makers are experimenting with innovative cask combinations. These include using a blend of American oak, sherry, and even rum casks, which impart unique layers of complexity to the whisky. Some distillers are also turning to locally sourced wood, such as Indian oak or mahogany, adding an entirely new character to their malts. Additionally, finishing whiskies in casks that have previously held exotic ingredients like coffee or even wine has become a popular trend, giving the whisky unexpected fruity, nutty, or even chocolatey notes. These bold cask experiments are allowing Indian whiskies to carve out their own identity, blending tradition with cutting-edge techniques to create something truly unique.

Talking about India’s Love Affair with Single Malt
When Single Malt first appeared in the India market, it was considered a niche product for the audience. Indian-made single malts were already causing a stir in global markets by 2010. Driven by changing tastes, growing disposable budgets, and a renewed appreciation for high-end spirits, what started out as a trickle, quickly turned into a high-rise wave.


In 2023, Indian Single Malts curated by Indian origin companies have overtaken global giants in sales, clinging to a 53% of market share. The local brands grew by 23% in comparison to their imported competitors according to the Confederation of Indian Alcoholic Beverage Companies (CIABC). These figures depict a market that is witnessing a massive expansion, with Indian customers favouring domestic brands and engrossing themselves in the feeling of Make in India spirit.

Is the World Ready?
Yes, the world is ready for Indian single malts, but it will require time, education, and perseverance. The rise of India in the global whisky space isn’t a fleeting moment—it is a movement; it is a revolution. A revolution driven by innovation, passion, and a thirst for new experiences. Age is no longer the end-all and be-all when it comes to whisky. In the past, whisky consumers have often been fixated on age statements, believing that older whiskies were always better. But with Indian single malts, age isn’t always the magic number. Thanks to India’s sweltering heat and humidity, the whisky doesn’t need to wait 12+ years to develop a sophisticated personality—it's like the whisky’s been on a rapid-fire growth spurt, getting mature in record time. Sure, you’re not getting the decade-long journey of a Scotch whisky, but what you are getting is a burst of flavors that’ll knock your socks off. The focus has shifted from obsessing over the number of candles on the bottle to celebrating the bold cask combinations and innovative techniques that make each sip exciting.


The hard-hitting fact - India’s whisky makers don’t need the world’s permission to succeed. Our products are speaking for themselves. The question now is whether the world will open its eyes and recognize what’s coming from India as a true contender in the global whisky arena.

The revolution is happening. It’s not a matter of IF the world is ready for Indian whisky—it’s a matter of WHEN it will finally embrace it. And trust me, when that moment comes, the world will never look at whisky the same way again.

It won’t be an exaggeration to say that Indian Single Malt is India’s response to years of Scotch dominance—and it’s not whispering anymore; it is roaring.

Contributed by: Amar Sinha, Chief Operating Officer at Radico Khaitan Limited

Thumb and Embed Images Courtesy: istock