Single Malts Blending Purpose With Craft

With India witnessing a remarkable growth in the whisky segment, there has been a growing focus on purpose-driven brands and inclination towards premium liquids. As Vikram Damodaran, Chief Innovation Officer, Diageo India, points out, the increasing consumer appreciation both in India and globally for liquids crafted domestically has triggered a change in focus.

When it comes to the story of single malts in India, there are certain key themes that one can clearly envision. While the category is experiencing significant growth, consumers are increasingly seeking choices rooted in craft, premium and luxury-led brackets, and personalisation. There is a considerable price tiering within the category and a growing focus on purpose-driven brands.

This trend isn’t limited to newer craft brands. There is also a growing inclination towards premium liquids, with legacy brands embracing this shift through increased innovation. Vikram gives instances of McDowell’s and Co. Distillers Batch Indian Single Malt, crafted in Nashik with triple-cask distillations that exemplify this evolution, showcasing the provenance of Nashik and the uniqueness of its triple-cask process.

Additionally, in the luxury segment, there is a heightened emphasis on personalisation, where India Rare Spirits stands out, offering bespoke experiences, a rich liquid library, and a variety of cask options starting at ₹30 lakhs. India has long been a brown spirits market, and Diageo, for example, is focused on continuing to push the needle with regards to research and innovation. “With The Good Craft Co., we have the ability to really create unique profiles within this growing single malt category and experiment with various casks and profiles to give consumers extremely unique liquids,” says Vikram.

At Diageo, one of the pioneering companies in transforming the alcoholic beverages segment, the portfolio is designed to encompass a broad spectrum of offerings that cater to diverse consumer preferences. From the artisanal craftsmanship of its Indian expressions, such as McDowell’s and Co. Distillers Batch Indian Single Malt and Godawan, to the acclaimed range of awardwinning single malt scotch whiskies, including Talisker and The Singleton, the company takes pride in its expertise across all pillars of the single malt category, delivering exceptional experiences to consumers worldwide. 

Redefining Whisky

This need for purpose-backed brands is why Diageo created Godawan, one of the few liquids rooted in conversation, craft and sustainability. To meet the rising level of experimentation that new consumers demand, its mission with Godawan Artisanal Single Malt is to tap into the four quadrants of whisky flavor profiles, catering to diverse palate preferences. “At Diageo, our commitment is to redefine the luxury whisky segment blending heritage, innovation and exclusivity seamlessly. Our India Rare Spirits (IRS) programme exemplifies this distinction, offering a level of personalisation unmatched in the industry,” Vikram elaborates.

With access to over 40 distinct flavour blocks, a rare cask collection, including champagne, Sal wood and dessert wine finished casks, and spirits exquisitely aged to perfection, the programme ensures every creation is unique. By bringing together personalisation, rare spirit selection, and an immersive experience, India Rare Spirits is a truly unique offering transforming whisky ownership and setting a benchmark for the alcobev industry.

As for Godawan Artisanal Single Malt, it proudly stands as one of the most awarded Indian single malt brands in recent times, with accolades spanning over 75 prestigious national and international awards. Its success extends beyond India, and the company has recently launched Godawan 01 Rich and Rounded, and Godawan 02 Fruit and Spice in the United Kingdom, tapping into the growing global curiosity to experience the unique taste of Indian provenance. On the other hand, its single malt scotch whiskies, Talisker with its distinctive smoky and maritime profile, took home top honours at the San Francisco World Spirits Competition. Meanwhile, The Singleton has built an impressive track record, collecting 249 awards since 2008, a clear indication of the distillery’s commitment to quality craftsmanship

A Sip of Change

Women, in particular, are experimenting more than ever, drinking from over three brands and categories in a month on an average, thus driving demand for innovative propositions catering to varied cohorts and palates. According to Vikram, this shift is partly thanks to the rise of cocktail culture, where bartenders and mixologists are breaking traditional norms by crafting whiskybased drinks that appeal to diverse audiences. Brands are responding with inclusive marketing and unique offerings, while consumers are gravitating towards experience-led consumption. 

A Visionary Initiative

Godawan Artisanal Single Malt was conceived to support the revival of the critically endangered Great Indian Bustard while celebrating the story of its origins in Rajasthan’s unique terroir.

As India’s premium artisanal single malt, Godawan is lauded not only for its exceptional liquid quality but also for its distinctive distilling methods. “Its ethos is rooted in showcasing Indian exceptionalism on the global stage, beginning with its origin in the ‘spirit of the desert’, crafted in a non-traditional whisky-making terroir and using robust six-row barley to create a richer flavour profile,” elaborates Vikram. The brand also pays homage to traditional Rajasthani liquormaking techniques, blending craft with heritage.

Godawan has emerged as a highly sought-after liquid, a reputation further enhanced by the limited-edition Godawan 100, which has garnered significant acclaim. Building on the demand for its various expressions, the exclusive launch in partnership with the ‘Palaces of Taj’—now available in Mumbai and Udaipur—caters to the discerning audiences seeking both luxury and authenticity. 

Need For Guidelines

There is a remarkable growth in Indian whisky brands and an increasing consumer appreciation both in India and globally for liquids crafted in India and that is the larger focus for them at Diageo. “From legacy offerings like the Distiller’s Batch Single Malt to innovative homegrown liquids like Godawan, the category is making significant strides. The global recognition of India-made liquids is evident through accolades like Godawan’s wins as ‘Taste Master of the Year’ and ‘Single Malt Whisky of the Year’ in 2024, which underscore the exceptional quality emerging from India,” adds Vikram.

However, as more players enter the market, establishing clear guidelines is vital to maintaining consistent quality and ensuring Indian single malts continue to uphold the stature they are known for. Such guidelines, as Vikram elaborates, will not only legitimise single malts of true Indian origin but also prevent them from being broadly categorised as IMFL (Indian made foreign liquor). Categories of international repute, such as Scotch and Irish whiskies, benefit from governing bodies that safeguard their integrity and enforce quality standards—an essential framework for formalising and standardising any premium liquid category.

A comprehensive qualitative standard for Indian single malts will elevate the category by providing benchmarks for quality, authenticity and credibility, protecting against dilution. Collaboration between liquid experts, regulatory bodies and industry stakeholders will be the key to establishing such a system, further solidifying the growth and global standing of the Indian single malts.

At this point, single malts are just the beginning of the movement gunning for the larger India craft story. In fact, it is only a matter of time that India will be home to wonderful offerings such as single grain whiskies, and other beautifully crafted spirits of Indian origin coming to life. The needle now moves to crafting a global benchmark of innovation that showcases sophisticated distillation techniques, cultural depth, and a forward-thinking approach to spirits production that promises to redefine India’s position in the international beverages market

The Right Positioning

Godawan is currently available in 12 markets across India, with expansion plans underway to meet the growing interest in the brand’s artisanal single malt. “We introduced two limited luxury editions—Godawan 100 and Godawan Exclusive to the Palaces of Taj (recently awarded with the Superior Taste Award for 2025)—both of which received an exceptional response, resonating with the luxury diners, collectors and whisky enthusiasts alike,” Vikram informs.

Internationally, Godawan is making significant strides. It became the first Indian single malt to be served aboard British Airways Business Class routes as part of their 100th anniversary celebrations, marking a pioneering achievement. The brand’s recent launch in the United Kingdom has also shown great promise, reflecting the increasing global curiosity for premium Indian whiskies. Looking ahead, it is actively working on innovative initiatives for Godawan in the coming year, including luxury experiential programmes like Durbar, which will further reinforce the brand’s commitment to delivering exceptional experiences for whisky lovers worldwide. All this is supported by the fact that the popularisation, or rather normalisation of whisky consumption, has become increasingly apparent in recent years, particularly in the postpandemic scenario.

Beyond characteristic liquids with compelling stories, whisky enthusiasts are now seeking deeper engagement through curated events like tasting tours, masterclasses and workshops. All this is driven by the consumers’ aspirational needs and a strong desire to experiment and embrace innovation. For example, at The Flavour Lab by The Good Craft Co. in Bengaluru, the brand has embraced this experience-first intent with the country’s first-of its-kind ‘Grain to Glass’ consumer experience every Saturday, as well as signature workshops since September 2024 — both of which have been enthusiastically received by the audience.

Appreciating Craft

Luxury today is leading to the creation of aspiration and desire, with a growing number of Indian consumers willing to pay a premium for unique and rare spirits. These individuals seek more than just ownership; they are drawn to the story, artistry, and the deeper connection that elevates their choices.

The IRS programme, a brandnew proposition developed over the past eight years, is centred on infinite personalisation, offering bespoke experiences that transform whisky ownership into something exclusive. Through the programme, consumers enter the world of creation, crafting spirits that truly reflect their individuality. With access to a vast library of exceptional liquids, consumers can design their masterpiece, where each bottle becomes a unique expression almost like capturing your flavour DNA in spirit form.

“With the evolution of luxury from the old codes—where value was defined by material possessions—to the new codes, which celebrate experiences, craftsmanship and personalisation, the India Rare Spirits programme stands at the forefront,” explains Vikram. It reimagines whisky ownership unlike anything seen before with a focus on individuality and craftmanship that celebrates the art of creation and exclusivity where no two creations are alike.

Meanwhile, as Vikram mentioned earlier, younger generations, with their evolving consumption patterns changing codes of luxury are driving demand for more nuanced trends. Diageo India foresees increased interest and receptivity amongst Tier II and III cities, which is why penetration in those markets will be a big focus for the brand in the coming years. In short, single malts are here to stay for a long time and companies like Diageo are at the forefront of driving this aspiration ahead.