Single Malt Fuelled By Quality, Innovation

Factors like authenticity, quality and unique storytelling are enabling whisky brands in India to cater to a discerning section of whisky enthusiasts who are now turning towards single malts because they value its distinctive flavour more than the cost, says Shekhar Swarup, Joint Managing Director, Globus Spirits.

The growing demand for single malt whiskies in India is driven by a shift in consumer preferences towards quality and authenticity. Unlike other whisky segments, single malts appeal to a discerning audience seeking a premium experience and willing to invest in superior products. Industry observers believe this trend is sustainable as more consumers get become educated about the nuances of whisky and seek out distinctive and high-quality options

Taking Lead

Given this trend, Globus Spirits Limited focuses on crafting premium, limited-edition whiskies like DŌAAB India Craft Whisky that embodies a unique blend of tradition and modernity. Priced between ₹4,500 and ₹5,500, each edition is a testament to the craftsmanship and innovation inherent in Indian whisky-making. “Currently, our reach spans across key markets that include Delhi, Gurugram, Noida, Lucknow, Jaipur and Udaipur where the demand for premium spirits is on the rise,” says Shekhar.

The approach to brand building is methodical focusing on quality, storytelling, and consumer engagement which the company believes will solidify its position in the premium whisky segment. In fact, the launch of DŌAAB India Craft Whisky, the company’s flagship single malt brand, is a bold statement of its ambitions to redefine the Indian whisky experience. DŌAAB symbolises a synthesis of tradition and innovation, aiming to elevate the Indian whisky to global standards. The response has been overwhelmingly positive, with consumers appreciating the brand’s commitment to quality and the rich narrative that accompanies each edition.

“This encourages us to continue pushing boundaries and exploring new expressions that resonate with modern Indian consumers,” Shekhar states.

A Competitive Market

The Indian market for single malt whiskies is indeed becoming competitive, with numerous brands entering the space. However, this competition is healthy and indicative of a robust market that is ready to embrace diversity. DŌAAB stands out by offering something truly distinctive, a blend of tradition and modernity that is deeply rooted in Indian heritage. “We believe that authenticity, quality, and unique storytelling will enable us to carve out a strong niche in this competitive landscape,” Shekhar says.

In this segment, young drinkers and women are increasingly becoming significant consumers of single malt whiskies. DŌAAB targets these demographics through a combination of contemporary appeal and deeprooted authenticity. Its marketing strategies include experiential events, collaborations with connoisseurs, and immersive storytelling that sparks curiosity and fosters a deeper appreciation for quality spirits. By creating tailored experiences, the brand aims to engage and educate diverse consumer groups effectively. The good part is that Indian consumers are increasingly appreciating the craftsmanship and quality of single malts. While there may be an element of status associated with premium brands, consumers are also now valuing quality over cost. 

The Pitfalls

Navigating the complexities of state-specific regulations poses challenges for single malt whiskies in India. A more level playing field would greatly benefit the growth of domestic single malts. Single malt markers are hoping for more streamlined policies and support from state governments to encourage innovation and allow Indian whiskies to thrive both domestically and globally. This would enable brands like DŌAAB to reach more consumers and contribute meaningfully to the industry’s growth.

Growth Factors

The growth of single malt consumption in India will likely be driven by metros and Tier I cities, where the demand for premium spirits is burgeoning. Young and adventurous demographics who value both tradition and innovation will be the key drivers of this segment. Globus Spirits plans to leverage this consumer base in 2025.

“We are excited about the potential to introduce new single malts in 2025, continuing our journey of curiosity and discovery with DŌAAB. Each new expression will be crafted to meet the evolving tastes of the modern Indian consumer,” Shekhar shares.