Luxury Whiskies Reflecting Impressive Growth

India’s demand for luxury spirits has been growing consistently, especially since 2021. This is driven by the evolving consumer preferences. With increasing disposable income and sophistication, there is a growing willingness to spend on quality super-premium and luxury whiskies. Sachin Mehta, Country Director, India, William Grant & Sons, sheds more light on this developing scenario.

It is now a given fact that India has one of the largest consumption of brown spirits in the world, and the preference for blended Scotch has always stood out in India. Over the past few years, the premiumisation trend in India has also reflected in the whisky category and the consumers have been upgrading to Scotch malt. The growth of premium blended Scotch and Scottish single malts reflect the growing appetite for high-quality whiskies, with Monkey Shoulder, Glenfiddich, and The Balvenie ranges in the premium and luxury categories. “We have experienced rising demand of our premium and high-aged spirits, including Glenfiddich and The Balvenie, which cater to consumers seeking quality and exclusivity,” affirms Sachin.

Evolving Tastes

In India, metro cities are the key contributors to this trend, with the north and west region leading in value and volume of luxury whiskies. Bengaluru, Hyderabad and Kolkata are also emerging markets. The new shift is the increase in demand for luxury whiskies in tier I cities of India. Glenfiddich’s innovative offerings and The Balvenie’s handcrafted approach to whisky resonate strongly with consumers seeking a luxury experience. “We are optimistic about the growth of the Indian luxury spirits market and are committed to meeting the evolving preferences of our discerning customers,” says Sachin. While Indian consumers are interested to try new offerings of experimentation and innovation, they are also demanding more from heritage, and from internationally acclaimed premium brands. For instance, WG&S has consistently received great feedback on the high-aged variants and unique cask finish across the Glenfiddich and The Balvenie brands. The recent introduction of the Glenfiddich 29-YO Grand Yozakura stand out as a unique and exciting limited release. The market’s response to the product has been very promising, especially amongst luxury whisky consumers and collectors given that this is a limited-edition product. What matters most in a market with shifting dynamics is product innovation. “It is something deeply embedded in our ethos, as seen in our dedication to crafting the world’s most awarded single malt Scotch whisky, Glenfiddich. This, along with other key brands, reflects our ongoing efforts to meet the evolving preferences of discerning Indian consumers,” Sachin states.

Gaining Market

Share Indian consumers embrace global trends while incorporating unique cultural elements. The past five years have witnessed a remarkable transformation among the Indian whisky consumers. Today’s Indian consumers are evolving very quickly. They are consistently experimenting with unique flavours, driven by travel adventures, exposure to international trends, and a desire for something new. Uniquely, India embraces global trends while adding its own twist, as seen in the rise of some domestic whisky categories. This blend of international influence and local innovation has created an interesting and dynamic market where everyone evolves the category together. With the increase in entry level malts, it has provided the segments an increased source, providing a step to upgrade. “With this the demand for our premium brands Glenfiddich and The Balvenie has also been increasing. We have been working hard to make more expressions available in more cities and outlets to meet this demand,” Sachin shares.

Marketing it Right

India presents a unique and dynamic market for imported whiskies. To effectively navigate this landscape, a multifaceted approach is essential. WG&S has observed a growing preference for premium and ultra[1]premium products. This shift has necessitated a refined focus on building strong brand narratives and delivering exceptional consumer experiences. Taking its brands’ heritage and stories, and creating memorable experiences connects very well with the company’s premium target audiences, who understand quality and luxury. “Distribution-wise, we focus on expanding our reach beyond tier I cities to tap into the growing consumer base in tier II markets. Our presence at the on-trade channel, like premium bars and restaurants, is essential for being accessible to consumers across consumption occasions,” Sachin informs. The whisky market in India is on a trajectory of sustained growth, driven by higher incomes and changing lifestyles. As such, whisky makers are getting committed to this vibrant market, especially with the growing premium and luxury offerings.