India On The Rocks!

Companies understand that building a robust single malt category requires consistent quality, innovation and consumer education and they are taking steps to achieve this. This is the case with Piccadily Agro Industries Ltd too where Master Blender Surrinder Kumar ensures that the brand speaks about high-quality, interesting flavours and a combination of tradition with innovation.

The Indian single malt category is seeing exciting experimentation, particularly in the realm of cask ageing and finishes. Many domestic distilleries are dedicated to pushing the boundaries of traditional whisky-making; continuously experimenting with cask finishes with control on timelines on maturation techniques and blends. Some of them are exploring a wide range of casks such as bourbon, sherry, wine and even unique finishes like rum, port and various others which allow them to impart distinctive flavours to their whiskies.

With the growing demand for premium and bespoke whiskies, Indian distilleries are increasingly equipped to take on these experimental endeavours, aiming to create exceptional, globally competitive products. This bodes well in terms of the long-term future of the Indian single malt category which will help establish its distinctive identity in the domestic and global market. Agreeing to this theory, Surrinder says, “Indian companies are highly optimistic about the long-term potential of the single malt category. While the current surge in demand partly driven by aspirational and status-driven factors, there are strong indicators of sustained growth.”

Expanding Reach

The rise of a discerning consumer base in India, particularly among the younger and affluent segments, reflects a genuine appreciation for high-quality spirits. Moreover, the global recognition of Indian single malts is a testament to their craftsmanship and unique profiles; reinforcing confidence in their future. This optimism is evident in the strategic investments that Indian distilleries are making. Expanding production capacities, establishing visitor centres, and experimenting with innovative expressions, all demonstrate a long-term commitment.

Companies understand that building a robust single malt category requires consistent quality, innovation and consumer education and they are taking steps to achieve this. While the current demand surge benefits from the aspirational appeal of single malts, it is also laying a foundation for sustained growth by introducing more consumers with evolving palates to this premium category. With the right focus on quality and storytelling, Indian single malts are well-positioned to establish themselves as a significant force in the domestic and global whisky landscape.

Demand & Supply

While many new malt distilleries are coming up and existing distilleries are scaling up production trying to meet the growing consumer demand, the supply of well-matured malt remains limited, which can create constraints on the creation of new brands, expansion of existing ones and new market development. This shortage is particularly felt in single malt whiskies, where maturation periods of three to five years are essential to achieve the depth of flavour that is required for premium expressions.

To overcome this challenge, Indian producers are exploring to expand maturation facilities and increase the use of innovative controlled cask finishes to enhance the ageing process, allowing for more complex profiles in a shorter time. While there are no standard parameters for producing single malt whisky in India, a minimum ageing period of three years, to be classified as a single malt, is a must. It is important that the malt be matured by the same manufacturer, produced in a single distillery, distilled in copper pot stills and matured in oakwood of not more than 700 litre capacity barrels.

A Well-Defined Strategy

At Piccadily Agro Industries, to achieve a truly refined product with well-rounded flavours, the minimum age of any of its single malts is three years or more, depending on the desired profile and cask selection. The company believes in constantly pushing boundaries, experimenting with new techniques, and embracing the unique characteristics of Indian terroir to create something truly amazing.

Guidelines Must

With increasing global recognition and a cultural shift toward appreciating craft and quality, Indian single malts have carved a unique space for themselves. “However, for this growth to be sustainable, it is vital for producers to focus on quality, innovation and storytelling to differentiate their brands in an increasingly competitive market,” says Surrinder.

Establishing standard guidelines or benchmarks for Indian single malts is very essential. Such standards could help define the category’s identity, ensure consistent quality, build consumer trust and at the same time, keep the fly-by-night operators at bay to maintain the sanctity of the category. Basic parameters such as minimum ageing requirements, raw material standards and production methods could strengthen the category’s credibility, both domestically and internationally. These benchmarks would not only guide new entrants but also elevate the global perception of Indian single malts as a premium quality offering.

Piccadily Approach

While Surrinder Kumar can’t reveal exact numbers, Piccadily Agro Industries is focused on creating unique and innovative expressions which reflect the growing demand of the Indian and international markets, keeping in mind the evolving preferences of consumers. When selecting barrels for maturation, the company blends tradition with innovation. “We carefully choose casks based on their previous contents, the wood’s characteristics, and its interaction with whisky over time. By using a mix of American oak, sherry and other casks, we create complex, unique flavour profiles,” Surrinder adds.

The company also experiments with different maturation periods and techniques while using multiple cask types to refine the whisky and enhance its character. The mantra is simple: Quality, patience and innovation. Quality is the foundation, ensuring every step—from selection of the grain to the bottle—is executed with utmost care. Patience is the key since whisky cannot be rushed, and allowing it the time to mature properly in right casks is essential for achieving complexity and depth of flavour. Innovation is crucial too to create something exceptional at all times.