Single Malts Sway Women & Youth too

While single malt whiskies are currying favour among whisky enthusiasts, a notable fact is that women and young drinkers too are being drawn into this trend as they prefer curated events, experiences and stories behind the drinks, says Ajit Singh Garcha, Area General Manager, The Park Hyderabad.

Single malts have become increasingly popular in recent times, with more people recognising their diverse flavour profiles and the rich heritage behind them. With the rise of craft distilleries and more brands entering the market, consumers now have access to a wide range of single malts from various regions. Interestingly, The Park Hyderabad notes that there has been a growing interest from both women and young drinkers, making up around 30 percent of single malt consumers at the hotel. They are now seeking more premium, artisanal and craft experiences with different expressions, limited editions and unique cask finishes, discovering which style resonates with them.“Less likely to stick to one style or distillery, they are often keen to explore the variety of flavours available. This is what has led to an increasing appreciation and acceptance of single malts,” says Ajit.

Catering To Choices

Given the trend, The Park Hyderabad stocks up on a variety of single malts, including Glenlivet 18 Years Old, Macallan 15 Years Old, Oban 12 Years Old, Rampur and Godawan 01. The average spending per guest on drinks at the hotel can vary widely. However, a typical figure might range from ₹2,500 to ₹4,000 per guest. Single malts account for a smaller portion, currently around 20 percent, but this share is constantly on the rise.

Meanwhile, the average age of single malt drinkers has been a topic of discussion, with several reports and trends pointing to a younger demography showing increased interest in the category. Traditionally, Scotch whisky and single malts were often associated with older, more established clientele, but now younger drinkers, particularly those in their 30s, are increasingly consuming these spirits. “They tend to be more experimental, exploring different expressions, and show a keen interest in learning about the heritage, terroir and stories behind the drinks they consume,” Ajit states. The Park Hyderabad has, therefore, collaborated with various beverage partners to conduct tasting events, single malt-paired food journeys and expert-led masterclasses.

Curated Experiences

By offering a curated selection of whiskies from regions like Japan, Ireland and Taiwan, The Park Hyderabad caters to guests who are eager to experience global whisky trends. “We host tasting events, pairing dinners and whisky masterclasses. These events are designed to engage guests in a deeper appreciation for the world of single malts,” Ajit informs. He shares those Japanese whiskies, especially from distilleries like Suntory (Yamazaki, Hibiki, etc.), are hosting whisky-tasting events in hotels and bars.

The reception of single malt-related events tends to be very positive, especially at The Park Hyderabad, as it emphasises luxury and exclusivity. The experiences are seen as educational and interactive, making them particularly appealing to guests who are passionate about whisky

Demand & Popularity

Indian single malts have made significant strides in the global whisky market over the past decade, gaining recognition for their distinctive flavour profiles and craftsmanship. Facing competition from established international brands, Indian single malts have captured a decent market share. Foreign guests, particularly those from whisky-drinking nations like the UK, the US and Europe, are increasingly curious about Indian single malts that are seen as an emerging, unique offering in the global whisky landscape.

While still not at the level of market giants like Scotch or Bourbon, Indian single malts are carving out a niche for their innovative production methods and premium quality. As a result, many domestic brands like Amrut, Rampur, Godawan and Indri, have garnered significant international recognition.

Meanwhile, there is also growing interest in single malts from countries like Japan, Ireland and Taiwan. Tasting events, masterclasses and social media platforms like Instagram as well as blogs, have enabled whisky enthusiasts to share their recommendations and experiences, creating a buzz around specific brands. “Guests are more open to exploring non-Scotch whiskies and brands from these countries that have developed a strong following due to their premium offerings and award-winning products,” Ajit says.