Steady momentum for Irish whiskey in India

Irish whiskey, long celebrated for its smooth, triple-distilled character and centuries-old craftsmanship, is making a confident push into India’s fast-evolving premium spirits market, particularly driven by adventurous consumers seeking nuanced flavours, global provenance and authentic stories. Riding a wave of such experience-seeking consumers, ABD Maestro has introduced Aodh, a pot-still expression matured in carefully hand-selected barrels and presented as an artisanal, provenance-first alternative. With its launch, BIKRAM Basu, Managing Director, ABD Maestro throws light on how the company aims to revive the old art of whiskey-making for discerning Indian drinkers.

India is one of the fastestgrowing whiskey markets globally, with consumers increasingly curious about distinctive origins, traditions and taste profiles. Irish whiskey, in particular, has been witnessing remarkable momentum here, with the category growing at a CAGR of approximately 35 percent over the past two years. Although still relatively nascent in the country, industry observers expect there will be continued premiumisation over the next three to five years. This will be fuelled by younger, aspirational consumers and a growing curiosity for global whiskey styles.

No wonder then that ABD Maestro felt this was the right moment to introduce a product that goes beyond what the market has been offering: something authentic, premium and crafted with care. “Aodh Irish whiskey is crafted for discerning consumers who value authenticity and premium quality. It embodies traditional tripledistilled mastery, matured for a minimum number of years that exceeds current industry leaders, resulting in a remarkably balanced and refined flavour profile,” says Bikram.

Aodh USPs

Beyond the liquid itself, Aodh’s premium packaging reinforces its artisanal positioning; a striking, stubby, handsome dark bottle with a cork closure that speaks to its artisanal roots and helps it stand out on the shelf. “Our goal is to establish Aodh as a credible, aspirational alternative within the Irish whiskey category; an option that elevates consumers from standard offerings to something premium. Aodh will build its own path in the affordable luxury segment allowing us to differentiate,” Bikram states.

From day one, the brand has been leaning on strategic visibility, experiential initiatives and storytelling to connect with consumers and build loyalty. Its primary demographic is 25-50-year-olds, a cohort that is curious, aware and seeks great product experiences. “Aodh speaks to these mindsets, by offering a refined Irish whiskey with a clear story, one that signals taste and discernment while remaining approachable,” Bikram adds.

The Market Curve

When it comes to Irish whiskey, brands like Aodh have a critical role to play in shaping the evolution by setting new benchmarks in quality and authenticity. For instance, global travel retail and duty-free have become key platforms for premium brand discovery. “For Aodh, these channels are invaluable. They allow consumers to experience the brand in a context that signals quality. We see them as strategic touchpoints that build longterm brand equity and help reinforce our premium positioning,” Bikram says.

Today, the rise of Irish whiskey in India reflects a broader shift toward authentic, origin-driven spirits. Naturally, this has attracted more players to the market. However, Bikram sees this competition positively. “We view this heightened competition as a catalyst for category education. It gives consumers the best. Aodh is crafted precisely to meet this challenge,” Bikram states.