Seeking to Make Irish Whiskey Mainstream in India

With premiumisation in India reaching critical mass, Irish whiskey has emerged as one of the fastest growing categories. The whiskey is largely appealing to the new generation that is seeking refinement without intimidation. Strategic brand storytelling, selective pricing and wider availability in urban centres are helping the category move from curiosity to credible choice, opines VIRAT Maan, CEO, ADS Spirits.

India’s rapid ascent as a leading growth market for Irish whiskey reflects a structural shift in consumer behaviour towards premium, smoother and globally authentic spirits. In addition, a meaningful reduction in import duties, particularly from the current 150 percent level to sub-75 percent, would materially improve the competitiveness of Irish whiskey in India. Such rationalisation would enable more accessible pricing, faster distribution expansion and higher investment in brand-building and consumer education. These are the factors that have prompted ADS Spirits to introduce The Irish Smith whiskey in India.

“The brand’s initial rollout in Haryana, followed by Maharashtra, has delivered strong consumer traction and an encouraging trade response, reinforcing our confidence in its scalability. These early results show that Indian consumers are increasingly receptive to differentiated international offerings beyond traditional Scotch and domestic whisky formats,” says Virat. From ADS Spirits’ perspective, this growth validates the timing and relevance of its entry into the category. “We view this momentum as a multi-year opportunity rather than a short-term spike,” Virat adds.

Whiskey with a Difference

The Irish Smith is differentiated by its blend of single grain and malt whiskies sourced from the Great Northern Distillery and crafted by Master Blender Brian Mongan. Triple distillation and maturation in ex-bourbon casks result in a smooth and approachable flavour profile characterised by vanilla, gentle sweetness and warm spice. “This balance is particularly suited to Indian palates, which favour smoothness and subtle sweetness without excessive peat or intensity. The profile allows for both neat consumption and mixability, broadening usage occasions and accelerating trial among consumers transitioning from premium IMFL or Scotch blends,” Virat elaborates.

The Irish Smith is positioned as a progressive, easy-drinking premium alternative that bridges familiarity and global sophistication. While Scotch blends are often heavier and peatforward, and Indian malts emphasise bold spice and caramel, The Irish Smith offers a lighter, cleaner, tripledistilled character. Its flavour retains enough sweetness and warmth to feel familiar to premium IMFL consumers, while delivering the authenticity and refinement expected from an imported whiskey. This positioning allows ADS Spirits to attract both upgrading IMFL and existing Scotch drinkers seeking a smoother, more versatile experience.

Expansion Plans

ADS Spirits intends to play an active leadership role by expanding geographic reach (into high-potential markets like Delhi, Uttar Pradesh, Punjab and Telangana), introducing new SKUs and limitededition expressions, developing new consumption occasions, and strengthening trade and consumer engagement.

“While growth is already visible, sustained expansion will require deliberate category building through education, innovation and visibility,” Virat says.

For The Irish Smith, global travel retail is an important strategic channel for brand discovery and premium positioning. Therefore, ADS Spirits is actively evaluating opportunities to introduce The Irish Smith in GTR over the coming months. “Our objective is not only to capture market share, but to contribute meaningfully to establishing Irish whiskey as a mainstream premium category in India,” he adds.

The Marketing Plan

ADS Spirits is planning for multiple scenarios, ranging from incremental duty reductions to deeper longterm reforms, ensuring operational readiness across pricing, marketing and portfolio strategy. “Beyond supply agreements, we see strong scope for deeper collaboration with Irish producers, including India-specific blends, customised cask finishes, joint research and development initiatives, and sustainability-driven production partnerships. These collaborations could combine Irish technical expertise with ADS Spirits’ deep understanding of the Indian market,” Virat says.

Education is central to category expansion. ADS Spirits is focused on simplifying the Irish whiskey proposition by highlighting its smoothness, triple distillation and ease of consumption. “Our on-ground initiatives include bartender advocacy, curated tasting programmes, retail engagement and experiential brand activations,” Virat shares.

Communication is designed to remove intimidation traditionally associated with whiskey and position Irish whiskey as an accessible entry point into premium spirits. Brand storytelling anchored in ‘The Irish Smith – Irish As Hell’ creates distinct identity and emotional connection, supporting long-term brand recall and category growth.