Rising Incomes, Storytelling Driving Irish Whiskey

India is today among the largest markets for Irish whiskies, a shift driven by a fast-growing appetite for premium liquid, patient brand building and changing consumer tastes. Focused launches and evolving price sensitivity are too helping the category carve out a space alongside Scotch and Indian malts. And now with the sealing of India-EU Free Trade Agreement, the Irish whiskey segment is set to grow more approachable to Indian consumers, forecasts SUMEDH Singh Mandla, CEO of VBev.

I ndia has emerged as the fifthlargest global destination for Irish whiskey, surpassing the UK despite persistently high import tariffs. This shift is rooted in the fundamental strength of the Indian whisky market. As incomes rise, consumers are trading up rapidly. Even with high duties, a growing segment is willing to pay more for better liquid, authentic stories and a premium experience. Consumers are willing to explore Japanese, American, Indian malts and Irish whiskies.

However, in Irish whiskey, the growth is still driven by a few focused brands that have invested consistently in building the brand, widening distribution and patiently winning over both consumers and the trade. “If tariffs ease under the India-EU FTA, it will amplify a trend that has already started,” predicts Sumedh whose company imports superpremium Irish whiskies like The Irishman and Writers’ Tears in India.

The Irish Portfolio

In a market dominated by Scotch and Indian malts, The Irishman & Writers’ Tears stand out on core differentiators like flavour profile, versatility and heritage. “We don’t position our Irish portfolio as value Scotch. We position it as a different style of fine whisky,” states the CEO.

The two have been garnering appreciation over the quality of their liquid as well as packaging. In tastings, consumers have consistently identified three defining attributes: triple distillation that delivers exceptional smoothness, a fruity-creamy flavour profile, and a softer, more elegant character compared to many malts. This profile makes the whiskies highly versatile, enjoyed neat, on the rocks or in cocktails, particularly appealing to single-malt drinkers seeking something less aggressive on the palate.

VBev’s Irish whiskey brands have been witnessing encouraging response in both domestic market and Global Travel Retail. The two channels serve distinct consumption moments. In duty-free, travellers are in “discovery mode,” often buying for gifting or experimenting. “In domestic retail, especially in the big cities, we see more repeat purchases from serious whisky drinkers building their home bars,” notes Sumedh. While GTR provides greater visibility to the brands, domestic retail is catching up quickly in terms of steady volume.

Competition Crucial for Category

Despite increased visibility, Irish whiskey remains a very small part of India’s whisky universe. The country consumes over 258 million cases of whisky annually, out of which imported whisky accounts for under 4 percent and Irish whiskey represents less than 0.3 percent of that volume. From Sumedh’s perspective, this underscores opportunity rather than saturation. “The glass is more empty than full,” he comments.

The arrival of more Irish brands, he believes, is beneficial for the category as a whole. Greater participation builds awareness, encourages trial and helps Irish whiskey establish its own space alongside Scotch and Indian malts.

“Over time, only those with clear positioning, brand support, reliable supply and sensible pricing will last but the underlying premiumisation trend is strong enough to support multiple serious players,” Sumedh states.

Education & Visibility

Executing in India’s crowded retail and on-trade environment requires close collaboration with Irish producers. The shared focus, Sumedh explains, is on sharpening brand positioning, educating consumers and ensuring visibility where purchase decisions are made.

On the ground, this has meant guided tastings and masterclasses for consumers, bartenders and channel partners; collaborations with bars and influencers around Irish whiskey cocktails and food pairings; and partnerships with Bord Bia to embed the brands within Ireland’s wider food and drink narrative. “These efforts help us earn back-bar space, menu mentions and improved shelf visibility,” informs Sumedh.

The Next Growth Curve

As awareness increases, Sumedh expects Irish whiskey to follow a trajectory similar to single malts: first anchoring in top bars and modern trade, then expanding into Tier-I and select Tier-II cities where premium demand is clearly visible. “We are already seeing strong acceptance in premium bars and modern retail in key markets beyond just Delhi, Mumbai and Bengaluru,” he notes. If pricing becomes more approachable over time, it can steepen curve.

However, for VBev, the emphasis remains on depth rather than rapid expansion. With four Irish variants currently in the portfolio, the immediate priority is wider distribution, deeper penetration and building a loyal consumer base. “We will be open for any strategic additions to the Irish expressions, but only where the product, the positioning and long‑term supply fit India,” adds Sumedh. He, however, stresses that the focus remains on thoughtful, sustainable category building, not chasing short‑term spikes in listings.