Single Malts Picking Up Momentum

Even if the sales growth may seem slow, Indian single malts are all set to win the long race. This is evident from the way consumers are knowingly asking for specific brands, not just in India but in other countries as well. This shows that the growth of ground spirits, especially whisky, in India is set to continue indefinitely, opines Kunal Patel, MD and CEO, Monika Alcobev.

Kunal opines that India has always been known for its whisky market, and single malts have a strong potential here. The trend towards premiumisation is pushing the market forward. Many blended whisky drinkers are moving up. Monika Alcobev is there in the single malt space with Bushmills. Though its single malt portfolio is still young and accounts for a small percentage of the total revenue but has a great potential.

Malt Marvels

Bushmills Irish single malt is currently available in 10-year-old, 12-year-old, 16-yearold, and 21-year-old expressions, and Monika is soon going to launch a 15-yearold set soon. Additionally, there are higherage variants in the pipeline, but those will take approximately six to nine months for the final confirmation.

“At present, the 12-year-old Bushmills drives our single malt portfolio. It is one of the leading 12-year-old single malt SKUs in India, comparable to similar-aged Scotch single malts. Importantly, Bushmills 12 is the only Irish single malt with an age statement available in India, making it a unique proposition. The brand itself originates from the world’s oldest whisky distillery,” informs Kunal.

Bushmills Original, the entry-level product, has also been performing exceptionally well. While Bushmills Original is a blended whisky, Bushmills 12-year-old is single malt. In terms of market presence, the single malt range is available in 95 percent of the markets the company operates in. Last year, it sold over 2,000 nine-litre cases in India, demonstrating a strong demand and growth potential. The Irish whiskey market, particularly for single malts, is expanding, and with Bushmills, Monika Alcobev is well-positioned to tap into this growing category.

“The Irish whiskey trend is growing at 80-200 percent yearon-year. That’s the kind of growth that we are expecting to get as well with Bushmills,” Kunal says.

Then there’s Bushmills Black Bush, which is an 80 percent malt and 20 percent grain blend, as well as the 10, 12, 16 and 21-years-old single malts with 30 and 46-yearsold, launched recently. “We will be launching a 15-year-old SKU soon in India for the GTR and domestic market,” Kunal adds.

Exploring Single Malts

Coming to Indian consumers and lesser-known imports, traditionally, Scotch whisky has been the most recognised and respected in India; it carries a certain status. However, Irish whiskey has been growing rapidly and it won’t be long before it competes with Scotch in terms of popularity in India. This growth will also open the doors for other whisky categories in India. For example, Kavalan, the Taiwanese whisky, has performed exceptionally well and continues to gain global recognition. “Similarly, I believe rye whiskies are something Indian consumers should explore,” Kunal points out. Rye whiskies, primarily from Canada and parts of the United States, have a unique and bold flavour profile. They are gaining popularity among Indian whisky enthusiasts, especially those who enjoy spicy flavours. “For instance, we have Templeton Rye in our portfolio, which is a six-year-old rye whisky. It has an interesting aroma, almost like bananas, and delivers a bold, spicy taste,” he adds. Given that Indians love spicy food, Kunal feels Rye could be a perfect fit for the Indian palate that mostly prefers spicy.

Indian and Foreign Single Malts

Kunal notes that while imported single malts dominate in volume, Indian single malts are rapidly scaling up. Increased production and ageing will drive a major shift in three years. Globally recognised alongside Scotch and Japanese whisky, Indian whisky is entering an exciting phase, with brands like Amrut showcasing quality and innovation. Though the Indian single malt production is not yet at a scale where it can match the volume and sustainability of imported brands, it, however, is changing. Producers are increasing their capacity, ageing more malt, and planning for long-term growth. “In about three years, we will see a major shift,” Kunal predicts.

Bushmills Carries A Legacy

Bushmills is one of the oldest whisky distilleries in the world, established in 1608. The brewery still uses a lot of tools they used to make casks from those old times. They actually make them by hand. They have their own cooperage and malting facilities.

Challenges Aplenty

India’s high customs duties on imported whiskies limit their appeal, while complex state-specific taxes and tedious registration add to industry challenges. “State-controlled pricing, rather than brand-set rates, creates inefficiencies across markets,” notes Kunal, highlighting the hurdles premium international brands face in navigating India’s regulatory landscape. He offers if the governments allows free hand in pricing, it would improve market dynamics.

“Producers understand their costs and market demand; they wouldn’t set prices too high to hurt their own sales. Instead, they would aim for competitive pricing that balances volume and profitability. Restrictive pricing policies, on the other hand, often harm both brands and consumers by limiting choices and creating inconsistencies across markets,” he suggests.

Kunal notes that ₹ 5,000– ₹10,000 is an attractive price for imported single malts, while Indian whiskies typically range from ₹2,800–₹3,500. In Haryana, however, ₹3,000–₹7,000 is considered a competitive price point.