Irish Whiskey Aligning with Indian Palates

Once a curiosity, Irish whiskey is now firmly on the rise in India with the country becoming the world’s fifth-largest market for the category, much ahead of the UK. Smooth, light and increasingly visible, it is winning over a new generation of drinkers whose tastes are evolving beyond the familiar. KUNAL Patel, Managing Director, Monika Alcobev Ltd. opines that as Indian drinkers become more experimental and brand-conscious, Irish whiskey is emerging as a compelling alternative to traditional choices.

When Indian consumers taste Irish whiskey they often find it highly approachable. It is smooth, friendly and easy-drinking, which suits the Indian palate. “In our experience, a majority of consumers who try our Bushmills Irish whiskey for the first time respond very positively to its taste profile,” says Kunal whose company imports Bushmills and The Sexton in India. This trial-to-acceptance dynamic has been a significant driver of the category’s growth in India. Since launching Bushmills and The Sexton in India, Kunal admits that sales have shown a consistent upward trajectory over the past three to four years. “Based on what we see today, we are confident that this momentum will continue in the coming years at a similar pace,” he says.

Across channels, retail and global travel retail have been the strongest growth drivers, with duty-free playing a particularly important role. This is followed by on-trade that continues to grow steadily as awareness and familiarity increase. “In terms of consumer profiles, we do not see any meaningful difference between purchasers from duty-free and those buying in the domestic market,” Kunal states.

A Competitive Challenge

With a growing number of companies and importers adding Irish whiskey to their India portfolios, the question is whether this will be sustainable in terms of heightened competition in the long run. “We are definitely seeing an increase in competition within the Irish whiskey category in India, with more companies introducing brands into the market. In many ways, this is a positive sign as it highlights the confidence the industry has in the category’s longterm growth potential,” Kunal shares.

Since India is a whisky-dominated market, industry experts say there is substantial headroom for growth. However, sustained success ultimately depends on quality of the liquid, the brand’s heritage and authenticity. Consumers gravitate towards brands that deliver consistent quality and carry a strong legacy. Insiders believe the Irish whiskey brands stand out strongly on these parameters. “This is further supported by our focused approach to distribution and marketing, which ensures that the legacy and story of these brands are visible and relevant on the ground,” Kunal adds.

Tailored Marketing

Brand activation plays a critical role in building awareness and trial in India, especially for the Irish whiskey category that is still evolving. “We have been consistent in ensuring that our off-trade visibility strategy and on-trade cocktail and activation programmes work together to build strong brand presence,” Kunal explains. This approach has delivered results for players in the past and they intend to continue with strategies that have proven successful.

“In terms of markets, our focus areas for Irish whiskeys include Delhi, Haryana, Uttar Pradesh, Maharashtra and Hyderabad, where we see strong traction and long-term potential,” Kunal adds. As global brands across categories enter India with highly focused market strategies, Monika Alcobev operates with a very distinct business model. While the company is often referred to as a distributor or importer, fundamentally speaking, it positions itself as a sales and marketing company.

“When we bring a brand into the Indian market, our involvement goes far beyond distribution,” Kunal says. The company works end-to-end across marketing strategy, design, sales execution and distribution. It is a fully integrated approach rather than a transactional one. While it strictly follows global brand guidelines set by brand owners, its strength lies in tailoring these frameworks to suit the Indian market. “We develop locally relevant strategies, designs and visibility plans, always in close alignment with our brand partners and with their confidence,” he adds.

Premiumisation Driving Demand

Indian consumers are increasingly influenced by premiumisation trends and a preference for smoother, more versatile whiskey styles, a niche where Irish whiskey fits well. “Both Bushmills and The Sexton align naturally with these evolving preferences,” Kunal says. Their smooth and approachable profiles make them versatile across occasions, whether consumed neat, on the rocks or in cocktails. 

Irish whiskeys are typically triple-distilled, which contributes to their smoothness and balance. Brands like Bushmills and The Sexton are backed by deep expertise and a long tradition of Irish whiskey-making and that craftsmanship is clearly reflected in the liquid. As a result, these brands have integrated seamlessly into India’s premium and super-premium landscape.

The Way Ahead

The forecast for Irish whiskey is that it will continue to expand beyond India’s metro cities and global travel retail into tier II and III markets. “This has been a deliberate part of our strategy over the last few years, and we are already seeing this shift on the ground,” Kunal says. As awareness increases, travel exposure grows and India continues to develop economically and consumer preferences in smaller cities are evolving rapidly, making them more receptive to premium international spirits. This change strongly supports a category like Irish whiskey and brands such as Bushmills and The Sexton, whose approachable profiles and strong brand stories resonate well beyond metro consumers.

Yet, even though the roadmap looks promising, companies, and more specifically, Monika Alcobev, is not actively looking to add more Irish whiskey brands to its portfolio unless something truly distinctive and exciting comes along. “Our focus is on building depth rather than adding multiple labels,” Kunal shares, adding, “We are already among the few companies to have introduced Irish single malts in India, establishing a strong presence in the premium and super-premium Irish whiskey space.”

Going forward, Monika Alcobev’s emphasis will be on selectively expanding within the given framework by introducing additional variants and expressions where there is clear consumer demand, ensuring thoughtful and sustainable category growth. The interesting part is that the optimism for the category’s growth in India remains high and is expected to increase further.