Cumulatively, these trends are compelling brands to maintain agility and creativity, thereby accelerating the growth of India’s whisky market.” Moving to the Asia Pacific Region, Asian whiskies have received numerous prestigious awards and accolades on the international stage, in the recent past further fuelling their popularity. Japanese whiskies have often outshone their Western counterparts at global competitions, and Indian single malts have also received critical acclaim. Yet another noteworthy aspect is that Whisky tourism has become a growing trend in Asia. Distillery tours, tastings, and whiskyrelated experiences are attracting enthusiasts from around the world. Countries like Scotland, Ireland, and Japan have well-established whisky tourism industries, and Asia is also beginning to explore this avenue. In addition for Agarwal there is more awareness and willingness to experiment along with growth in consumption not only in the top three cities but also tier one and tier two cities. This hence strengthens India’s position on the global map, and specifically in the Asia Pacific region. “At All Things Nice, we host a vast number of whisky promotional events and now also focus on smaller cities since the market there is growing and is even more curious,” quoted Agarwal. Types of Whisky in India While blended scotch has always been a favourite in India but now the rise of Singla Malt Scotch is gaining prominence. The expert and mind behind All Things Nice added, “In India Blended Scotch Whisky has always been popular and is continuing to grow. In the last few decades, Single Malt Scotch Whisky has gained tremendous popularity which is a direct result of people upgrading and getting deeper into their whisky preferences. In fact, I would go as far as to say that the availability of more options, older age statements, or variants of single malt whisky distilleries already in India, is not in line with the demand for this category. Identifying the prominent choice of Whisky in India, James Cordiner told LuxeBook “One of the key distinguishing factors that elevate Scotch to an esteemed status is its access to ample, fresh spring water sources and Scotland’s cooler climate, enabling a gradual maturation process that gives rise to distinctive wood-derived flavours. With under 2% loss of Scotch volume arising during maturation due to evaporation from oak casks, known as the ‘Angel’s Share,’ the contrast becomes apparent when compared to hotter climate countries like India, which can experience over 8% annual volume loss, leading to differing whisky styles.” However he went on to say that there is a potential future challenge for Scotch with the emergence of exceptional World and Indian Malts and Blends, fostering intensified market competition and the likelihood of future market saturation. The Future of Asian Whisky The Asian whisky revolution shows no signs of slowing down. As the world’s largest whisky consumer, India will continue to be a major player, with distilleries aiming to produce increasingly sophisticated and diverse expressions. Other Asian countries, such as Japan and Taiwan, will maintain their strong presence on the global whisky stage. Many new brands have been introduced in India over the last 15 years spanning. A spate of high-quality whiskies from India like Indri, Amrut, Paul John, Woodburns, and Rampur have also come into the market further helping to grow the market. “These brands cater to many styles and price points creating options for Indian consumers. At the top end, there needs to be more options however it is important to note that we pay premium or even luxury prices for brands that are considered every day. The sheer number of whisky tasting events have shot up dramatically creating many opportunities for people to learn and experiment with fellow whisky enthusiasts which helps create a broader market for whisky,” concluded Agarwal. As the global whisky map continues to evolve, it’s clear that the east is rising, and with it, the spirit of whisky is thriving as never before. Cordiner, DEWAR’S Whisky Brand Ambassador- North and East India, Bacardi. One of the primary drivers of the whisky revolution in Asia is changing consumer preferences. As the middle class in Asia grows and disposable incomes rise, there’s a greater appetite for premium products which are savoured. People have started sipping whisky rather than consuming them purely in cocktail format believes Nikhil Agarwal, and this for him is a prime reason for the uptick of whisky in India.“India is taking a huge step forward in creating fantastic whiskies at home, there is momentum in Indian craft single malt and blended whisky categories.” “Today, Indian consumers are driving the demand for premium whisky, with Scotch sales skyrocketing over the past few years,” accurately point Vijay Dev. He continues to say, “Beyond Indian and Scotch whiskies, Indian consumers are exploring the newer tastes of Japanese, Irish, Bourbon whiskies as well. Deviating from the usual whisky-on-therocks, they are embracing new and exciting flavors, leading to a surge in demand for whisky highballs. A demographic shift is also apparent as the category draws in more female drinkers. 32|LUXEBOOK|NOV/DEC 2023 NOV/DEC 2023 |LUXEBOOK|33
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