Premiumisation Drives Single Malt’s Upward Spiral

Unlike blended or mass-market whiskies, single malts cater to a niche, premiumseeking audience focused on quality, depth and individuality rather than affordability and consistency. As such, the demand for single malts is expected to remain strong for the next decade, driven by a growing middleclass, urbanisation and continued brand innovation, opines Amit Goel, Director, Rad Elan Distributors (P) Ltd.

The rise of single malt whiskies in India is not just a ‘shooting star’ event. It has several key reasons triggering it. First of all, Indian consumers are increasingly seeking premium experiences, driven by rising disposable incomes, exposure to global trends, and an appetite for luxury. Single malts, with their artisanal production processes and reputation for quality, align with this aspiration more than other whisky segments like blended or mass-produced whiskies. Secondly, the gifting culture in India has evolved, especially in corporate and celebratory contexts, favouring high-end, exclusive products. Single malt whiskies, often presented in elegant packaging and as limited editions, have become a preferred choice for gifting over standard whiskies.

There is also growing consumer sophistication. According to Amit, Indian whisky enthusiasts, including younger consumers, are developing a refined palate, appreciation for the craftsmanship, and growing awareness of the nuances of production methods, age statements, and flavour profiles. Aiding this whole process is the proliferation of luxury retail outlets and premium bars across India that has made single malts more accessible to the urban population. These venues often focus on curating unique experiences that cater to single malt connoisseurs and novices alike. An equal contributor has been the introduction of limited editions and innovative cask finishes, creating excitement and exclusivity that appeal to collectors and enthusiasts.

Besides, unlike blended or massmarket whiskies, single malts cater to a niche, premium-seeking audience focused on quality, depth, and individuality rather than affordability and consistency. “Premiumisation in the spirits segment and a willingness to experiment has made countries like Taiwan, Japan, and even India gain traction in the single malt category among Indian connoisseurs,” says Amit. As such, the demand for single malts is expected to remain strong for the next decade, driven by a growing middle-class, urbanisation, and continued brand innovation.

Market Size

The single malt whisky market is experiencing a significant growth. In 2023, total single malt sales in India reached approximately 675,000 cases (nine litres each), with Indianorigin brands accounting for around 345,000 cases, surpassing international brands in sales for the first time. The overall Indian whisky market reached 260.07 million cases in 2024 and is projected to grow at a CAGR of 7.6 percent, reaching 502.80 million cases by 2034. Within this segment, the Indian single malt whisky market is expected to witness a CAGR of 12.6 percent from 2024 to 2032. This robust growth is driven by a rising preference for premium products, a sophisticated retail landscape, and a more adventurous consumer base. Indian single malts have gained international acclaim, with brands like Amrut, Paul John, Rampur, and Indri capturing significant market share

Rad Elan’s Status

In this context, Rad Elan Distributors has been playing a prominent role by offering interesting single malt brands as part of its portfolio. One of them is the Omar Single Malt priced between ₹7,000-8,000. “Single malts are an important segment for us, reflecting a growing premiumisation trend in the Indian market. While our current portfolio includes Omar Single Malt, the performance highlights opportunities for growth, especially in the domestic retail segment,” says Amit.

Amit is of the opinion that single malts are becoming increasingly popular on account of the price barrier for high-end brands having reduced significantly in India due to factors like improved affordability among the urban middle and upper class, competitive pricing by domestic brands, and a broader range of offerings catering to varied budgets. This has enabled more consumers to explore and indulge in premium single malt whiskies.

The most appealing price bracket for single malts in India typically ranges between ₹5,000- 10,000, striking a balance between affordability and premium quality. For more seasoned connoisseurs, the ₹15,000-25,000 segment also grabs attention, especially for aged and limited-edition releases. The shift is also a result of the Indian consumers being increasingly open to exploring single malts from nontraditional producers.

A Thorny Path

While the single malt is picking pace in India, it has to surmount several hurdles too like high import duties, complex statewise regulations, and lengthy approval processes. Additionally, the preference for domestic brands due to pricing and accessibility creates a competitive disadvantage for imported single malts. The situation can be rectified though. “To create a level playing field, reducing import duties, standardising regulatory policies across states, and streamlining licencing procedures are essential,” Amit suggests. Creating awareness about the uniqueness of imported single malts through tasting events and collaborations can also boost their market appeal.