Single Malts In Consonance With Craftsmanship

Indian consumers are increasingly seeking premium experiences, which is driving the growing demand for luxurious and highquality offerings. This shift is propelling the rapid rise of Indian single malts, with sales doubling particularly in the premium and super-premium segments within the category. The trend finds its evidence in the way Bacardi India’s single malts are flying off the shelves. It also explains why the company is investing heavily into innovation and unique craftsmanship, as evidenced from what Mahesh Kanchan, Marketing Director (India and Neighbouring Countries), Bacardi India, has to say.

India is a country with a profound appreciation for craftsmanship and innovation. In recent years, the country’s alcoholic beverages landscape has undergone a transformative shift, with the super-premium segment growing at a remarkable 39 percent, far surpassing the global growth rate of 8 percent. While aspirational drinkers are driving this growth, Mahesh believes it is not the sole reason. Indian consumers are increasingly willing to invest in super-premium brands for the authentic craftsmanship, heritage and quality.

The enthusiastic reception of Teeling Irish Whiskey in India, for instance, highlights this shift, bringing the best of Dublin’s rich whiskey craftsmanship to one of the world’s fastest-growing Irish whiskey markets to engage the Indian whisky lovers who place a premium on rich craftsmanship, legacy and quality.

As Mahesh views it, India is the world’s leading whisky market, driven by a dynamic community of enthusiasts for both Indian and Scotch whiskies. “Gradually, as affluence rises and global exposure expands, Indian consumers are increasingly seeking premium experiences, which are driving the growing demand for luxurious and high-quality offerings. This shift is propelling the rapid rise of Indian single malts, with sales doubling particularly in the premium and super-premium segments within the category,” he points out.

Need For Standardisation

The rapid growth of Indian single malt whiskies, both domestically and internationally, highlights the immense potential of the category. Thus, with the growing proliferation of Indian single malt whiskies, it is time to introduce some regulations. “Establishing guidelines to standardise quality and authenticity is a crucial aspect which could give another push to sustaining this momentum by enhancing credibility, quality and authenticity for this burgeoning segment across the country,” opines Mahesh.

Expensive Portfolio

As evidenced in the doubling of sales for Scotch and single malts, over the past few years, a premiumisation wave has swept the Indian alcobev industry. Attuned to this evolving consumer preference, Bacardi India remains at the forefront of this transformation with the depth of its portfolio of over 200 brands which also includes some of the world’s most celebrated single malts.

For instance, Aberfeldy, known as the ‘Golden Dram’, has built a loyal following in India, appealing to both new and seasoned whisky enthusiasts. That has also been the case with Royal Brackla with its 21-years-old expression. The recent launch of Teeling Single Malt Whiskey in India is a testament to this commitment for quality and innovation, given the rapid rise of single malts in the country. This bespoke expression is exclusively crafted to cater to the discerning tastes of the Indian whisky lovers, offering a smooth yet complex profile that resonates with local palates. Aultmore, that is a part of Bacardi’s India portfolio of Scottish single malts, has been highly appreciated by discerning consumers of single malts for its smoky notes. “Driven by our purpose of creating moments that matter, we are consistently introducing unforgettable experiences for India’s whisky loving community,” says Mahesh.

Innovation remains at the core of the company’s success, helmed by Master Blender Stephanie Macleod, who has won the World’s Best Master Blender award six times consecutively. “Seamlessly blending world-class whisky-making heritage with innovation prowess, our wide range of exceptional experiences resonates globally and locally,” he adds. 

These accolades underscore the exceptional craftsmanship of the distiller’s single malts and its commitment to delivering exceptional whisky experiences that resonate with India’s evolving palate.