Whyte & Mackay poised to ride India’s whisky boom

There is a tremendous interest in whisky in India, and whisky tastings offer a great opportunity to educate consumers on different ways to enjoy it. With around 100 million people reaching the legal drinking age each year and growing wealth among consumers, India is the ideal market for luxury single malts to thrive, says James Cordiner, International Malts Specialist - Whyte & Mackay.

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There is excitement brewing in top-end bars and restaurants of metro cities in India. And the trigger is the tasting event held for Whyte & Mackay’s Dalmore brand that is offering whisky drinkers a new flavour and experience. With James Cordiner leading the events with VBev, there is one thing that has come to the fore – young Indian consumers are increasingly turning towards single malt whisky. Here James quotes IWSR forecasts which says that India is set to contribute the highest absolute domestic single malt growth by 2028, accounting for 10 percent of the global domestic growth. “Another factor is that whisky consumers’ preferences have evolved significantly over the years. Traditionally, single malt whisky has been associated with older demographics, but recent trends show a growing interest among younger consumers. Younger consumers are proving to be more adventurous and willing to explore different styles of whisky,” he offers. It is within this context that Whyte & Mackay’s portfolio of single malts in India, including Dalmore and Jura, can appeal to both seasoned whisky drinkers and newer consumers by offering a range of high-quality, premium whiskies that cater to diverse tastes, at varying price points. Later this year, the company will be launching Tamnavulin in India, an affordable non-age statement single malt brand that focuses on double maturation and flavour-led whisky making. “We find that the consumers trade up through single malt by starting with accessible options and gradually exploring premium offerings as their palate and interest develops,” points out James.

Being Experimental

The way in which people drink is also broadening, with more people converting from mixing to trying it neat, as well as with more traditional whisky drinkers exploring it in the world of high[1]end cocktails. With luxury single malts like Dalmore and Jura, it is worth noting that what you add and the style of cocktail made with them should be considered carefully, as many years have been spent perfecting the flavour profiles already, so you don’t want to compromise that by adding in too much sugar, fruit or overpowering tastes. “Instead, I always recommend a more spirit forward style of cocktail whilst perhaps using ingredients based on the whiskies’ tasting notes to help accentuate these with greater depth,” James says.

Opportunities to Expand

This is the first time that Whyte & Mackay have had someone in an advocacy position for the market, so there are a lot of opportunities for James to build awareness of the brand and introduce them to new consumers. With Dalmore, the marketing focus in India will be highlighting the luxury credentials and exceptional quality of the whisky, its long and regal history, expertly composed spirit and unrivalled programme of cask curation led by the company’s world[1]renowned whisky-making team. This will take form through whisky tastings, dinners, and events with modern luxury consumers and whisky connoisseurs across the country as well as through hosting educational sessions with those in of the trade. With Jura, which has a more accessible price point, activations will focus more on bringing people and communities of likeminded individuals together, with whisky tastings and cocktail evenings to introduce them to Jura’s sweet and fruity flavours with a hint of island life. Something to keep an eye out for is the launch of Tamnavulin, easy drinking and delicious Speyside malt, and also the bestselling single malt in Scotland, which will take place over the next quarter. Hopefully, Fettercairn, expertly crafted single malt from the northeast of Scotland, will also come to India in the near future.

The Indian Scenario

The growth of Indian whisky will benefit the single malt category by increasing awareness and demand, expanding the market, and fostering innovation and competition. And, James understands this scenario too well, having had great socio-cultural experiences in places like the UK, Europe, Canada and Southeast Asia. Given that there is a strong partnership between Whyte & Mackay and VBev, over the past few weeks the company’s representatives have completed their first market visit together along with Marketing Manager, Jake Saunders. “What I really felt from both Vbev and the Whyte & Mackay team was a wonderful sense of excitement on having the new opportunity to bring our brands to life through advocacy and activations across India, with real focus and dedication towards helping to elevate our brands across the Indian market and delight our trade partners and accounts with this new form of support,” elaborates James.