Younger, Experimental Drinkers Driving the Emerald Spirit

As India’s premium spirits landscape undergoes a rapid transformation, Irish whiskey has emerged as one of the fastest-rising categories, posting impressive growth and attracting a new generation of curious, flavour-led consumers. CHERIAN Paul, General Manager – Global Incubation Brands, Bacardi India, explores the shifts shaping this rise and the insights behind it and outlines how Teeling is being strategically positioned to build long-term relevance, equity and scale in a market ready to trade up and look beyond tradition.

India is, at its core, a brown spirits market, with whisky continuing to dominate both volume and premiumisation trends. Amid this category, Irish whiskey, in particular, is emerging as one of the fastest-growing categories, driven by a clear mix of structural changes in the market and a genuine shift in consumer mindset. “Consumers are far more conscious about what they drink today. They are choosing quality, authenticity and brands with a strong point of view. Imported spirits are no longer reserved for milestones or gifting but are becoming part of regular social and lifestyle occasions,” says Cherian.

Structurally, the recovery and evolution of the on-trade has been a major catalyst. Premium bars, cocktail-led formats and experiential venues are creating the right environment for discovery. Alongside this, increased international travel and exposure through duty-free have helped Irish whiskey feel familiar and accessible rather than niche. Distribution has also become more focused and strategic, allowing brands to build depth in priority states instead of spreading too thin.

Irish whiskey benefits here, says Cherian, because it is smooth, versatile and easy to explore across occasions. From a consumer perspective, growth is being driven by millennial and Gen Z drinkers who are far more open to experimentation. “They are not bound by traditional whisky cues; rather enjoy flavour-led experiences, and discover the spirit both through cocktails and by sipping it neat,” he adds.

The Right Fit

This is exactly where Teeling fits the momentum. It represents a modern, progressive expression of Irish whiskey rooted in craft and provenance, with a strong emphasis on flavour and innovation. With its higher ABV, non-chill filtered style and an expression created specifically for India, Teeling enables Bacardi India to connect meaningfully with a new generation of consumers and help shape the next chapter of Irish whiskey growth.

“What we are seeing in India is that consumers are responding best to Teeling expressions that balance approachability with a clear sense of character. The strongest traction so far has come from Teeling Small Batch Classic, which was created specifically with the Indian consumer in mind,” says Cherian. Its flavour profile is vanilla-led and rounded, with gentle spice and warmth, making it an easy entry to the category whether enjoyed neat, on ice or in cocktails.

Besides, Teeling Single Malt is resonating strongly with a more evolved, exploratory audience. “This is the consumer who is familiar with premium whiskies and is actively seeking differentiation in cask influences, richer mouthfeel and a more layered tasting experience,” Cherian adds. For this cohort, Single Malt is helping establish Teeling’s credibility as a serious, flavour-forward Irish whiskey brand rather than just an entry point. From a consumption standpoint, early indicators around repeat purchase are encouraging, especially for Small Batch Classic. “Consumers who discover Teeling through cocktails or bar-led experiences are coming back to it as a home bar option, which tells us the liquid is delivering beyond the first impression,” Cherian says.

Trade acceptance has been strong. Bartenders appreciate the flavour intensity and consistency, which allow the whiskey to hold its own in cocktails without being overpowered. “Retailers see Teeling as bringing something genuinely differentiated to the Irish whiskey shelf, a brand that adds depth to the category. Collectively, these signals give us confidence that Teeling is well placed to build both scale and equity as Indian consumers continue to trade up and explore,” Cherian elaborates.

Activation & Advocacy

Since Irish whiskey is still at a relatively early stage of growth in India, Bacardi India’s focus for Teeling is education, advocacy and experience-led discovery, particularly within the ontrade. A key pillar of this is a clearly defined drink strategy built around three core serves: the Irish Maid for cocktail-forward premium accounts, the Irish Collins as an approachable introduction, and neat (or with water or soda) for consumers who prefer the liquid in its purest form. “This allows Teeling to be relevant across occasions while staying true to how whisky s consumed in India,” Cherian states.

On-trade activations play a central role, with cocktail promotions, visibility-led takeovers and themed engagements designed to drive trial. This is supported by sustained bartender advocacy, including periodic education sessions led by brand ambassadors, ensuring bartenders are confident in both recommending and storytelling around Teeling. Experiential platforms like India Cocktail Week have also helped build awareness and credibility at scale. In the offtrade, value-added packs featuring two branded glasses are helping encourage trial and home consumption.

The Evolvement Curve

Bacardi has built a strong reputation in white spirits, but the India portfolio has consciously evolved to reflect shifting consumer preferences for depth, provenance and variety within whisky. Teeling strengthens Bacardi’s ability to present itself as a holistic whisky partner to both trade and consumers. It invites Scotch drinkers to explore Irish whiskey as a smoother, flavour-forward alternative, while also appealing to newer premium consumers who may be discovering whisky through cocktails or bar experiences. “Irish whiskey is not competing within the portfolio, but complementing it by expanding the overall whisky conversation,” is how Cherian puts it.

Scaling Thoughtfully

Teeling is currently present across North India, with Haryana, Punjab and Uttar Pradesh as priority states. Over FY26, the brand will expand into other key markets, applying learnings from the north to stage focused launches rather than chasing rapid but shallow expansion. “Our immediate focus is on maximising the penetration and performance of the existing Teeling expressions available in India, ensuring they are welldistributed, consistently activated and strongly advocated across trade and consumer touchpoints,” Cherian shares.

The brand is gearing up for launches in Bengaluru and Kolkata, with Mumbai to follow. The aim is to enter each market with fully funded active brand plans that allow Teeling to establish a meaningful presence.

Bacardi India believes Irish whiskey is still early in its journey in India. As a result, it has no immediate plans to introduce new Teeling expressions or additional Irish whiskey brands. “Once the category matures further and the brand has established strong foundations across key markets, future expansion opportunities can be evaluated from a position of strength,” says Cherian.