India’s ‘Indri’ whiskey: Fastest-growing worldwide

India’s ‘Indri’ whiskey: Fastest-growing worldwide

What’s in this Article?

• Table of Contents
  • Why in the News?
  • In Depth
  • What does it mean?
  • Where is Indri Whisky manufactured?
  • How Indri is manufactured?
  • Indri Goes Global
  • The Indian Malt Story
  • Trends For 2024
  • Conclusion

Why in the News?

• According to a report in the Economic Times (ET), Indri, the Indian single malt whisky, has achieved the remarkable feat of surpassing 100,000 cases in sales within a mere two years since its launch. This achievement establishes it as the fastest-growing single malt whisky globally.
• Praveen Malviya, the CEO of Piccadily Distilleries, the maker of Indri, emphasized its significance, stating that in a market previously dominated by imported brands, Indri represents Indian excellence.
• He further described it not just as a brand, but as a symbol of national pride, raising the profile of Indian spirits to unprecedented levels.

In Depth:

• India’s homegrown whiskey won the award after an assessment of over 100 Whisky brands.
• The Indian single malt outshone numerous international brands, including scotch, bourbon, Canadian, Australian, and British single malts.
• As India’s single malt whisky gains prominence on the global stage, ‘Indri’ has achieved a remarkable milestone by surpassing the 100,000 cases mark within two years of its debut, marking it as the fastest-growing single malt whisky globally, as per a report by ET Retail citing the company’s press release.
• Praveen Malviya, CEO of Piccadily Distilleries, remarked, “In a market previously dominated by imported brands, Indri proudly represents Indian excellence. It’s more than just a brand; it symbolizes national pride, raising the profile of Indian spirits to unprecedented levels.”

What does it mean?

• The recognition received at the Whiskies of the World Awards boosts India’s standing in the worldwide whisky industry, establishing it as a significant player in the production of single malts and altering perceptions about domestically crafted spirits.
• Indri proudly announced on Instagram, “From nuanced smokiness to a harmonious blend of flavors, it has reached the zenith of acclaim with the ‘Best in Show, Double Gold’ award at Whiskies Of The World 2023.”

Where is Indri Whisky manufactured?

• Originating from a lesser-known sugar mill situated in Indri, Haryana, this single malt aspires to capture more than 30 percent of the Indian market.
• Indri, produced by Piccadilly Distilleries in Haryana, northern India, debuted in 2021 with its flagship product, Indri-Trini, India’s inaugural triple-barrel single malt.
• Siddhartha Sharma, the founder of Piccadily Distilleries, expressed enthusiasm for India’s burgeoning whiskey scene, stating, “India’s whiskey industry is on the rise, and Indri’s recent achievement at the Whiskies of the World awards, where it was named the Best whiskey globally, reinforces our commitment to showcasing high-quality domestic spirits internationally.
• The brand has ambitious expansion goals, aiming to rank among the top five best-selling single malt whiskies globally.
• It’s a privilege to receive recognition from such a prestigious platform, surpassing numerous contenders from around the world.”
• According to The Sunday Guardian, Indri has garnered over 14 international awards in the past two years.

How Indri is manufactured?

• The whisky matures extensively in PX sherry casks within the subtropical climate of North India.
• It boasts appealing flavors reminiscent of smoke, candied dried fruits, toasted nuts, subtle spices, oak, and bittersweet chocolate.
• Indri-Trini is presently accessible in 19 states across India and 20 other nations, with intentions to launch in the US and specific European regions commencing November.

Indri Goes Global

1. Australia
2. Belgium
3. Canada
4. France
5. Germany
6. Hong Kong
7. INDIA
8. Japan
9. Netherlands
10. New Zealand
11. Singapore
12. South Korea
13. Taiwan
14. USA
15. UK
16. UAE
17. Latvia
18. Malaysia
19. Nepal
20. Norway
21. Switzerland

The Indian Malt Story

• Twenty years back, in 2004, Amrut Distilleries introduced India’s inaugural single malt whisky, Amrut, at a Glasgow-based Indian eatery named Cafe India.
• According to Prem Dewan, Chairman and Managing Director of DeVANS Modern Breweries Ltd, which boasts the exceptional Gianchand in its single malt selection, the rise of Indian single malts began when a locally crafted single malt whiskey, matured in Bangalore’s relatively warm climate, garnered rave reviews from consumers in the United Kingdom.
  • They were pleasantly surprised to discover its Indian origins.
• Gianchand, characterized by its sweet and spicy flavor profile, matures amidst the Himalayan embrace in Jammu, using in-house designed long swan-neck copper pot stills.

• The rise in global acknowledgment, increased disposable incomes, and a willingness to explore domestic brands during the pandemic are among the factors driving India’s success in the single malt whiskey market.
• According to Siddhartha Sharma, founder of Piccadily Distilleries, this success is fueled by a shifting demographic of younger and more diverse drinkers in India who are increasingly opting for single malts.
• This trend reflects a growing interest in the craftsmanship and heritage behind whiskey production, leading to the emergence of new indigenous single malt brands like Indri.
• Sharma states that this surge mirrors global preferences for authenticity, appealing to both new enthusiasts and seasoned connoisseurs.
• Piccadily Distilleries is responding to this increased demand by expanding the production capacity of Indri, aiming to nearly double it to around 20,000 liters per day.

Trends For 2024

• So far, this year has proven to be significant for India’s alcoholic beverage industry.
• While adopting global influences, these drinks also honor and showcase the indigenous craftsmanship and traditions of India.
• The blend of authenticity and recognition on the international stage makes Indian single malts an attractive option in the changing landscape of high-quality spirits.

• “Rampur Asava is the first single malt in history finished in an Indian Red Wine cask.
• In 2023, Indian single malts claimed 53% of total sales, with Rampur contributing significantly to 345,000 cases sold out of total of 675,000.
  • This success challenges established international brands, positioning Radico Khaitan uniquely in the global spirits’ landscape.
• Our recent recognition as the Best World Whisky in the 2023 John Barleycorn Awards reinforces our commitment to excellence,” says Sanjeev Banga, president of international business at Radico Khaitan.
• Let’s not forget that these whiskies are not cheap; the starting range for premium single malts is around INR
• Hence, premiumisation is going to be a dominant trend within this sector. “There will be a sustained inclination towards trading up and a continued willingness to explore new offerings.
• Consumers are becoming more adventurous, exploring unique flavours and experiences. They believe in drinking less but drinking better,” shares Mohindra.

Conclusion:

• After surpassing the significant milestone of 100,000 cases sold, Indri has solidified its position as the fastest-growing single malt whisky globally.
• This achievement underscores not only the quality and appeal of Indri but also the increasing prominence of Indian single malts in the international spirits market.
• As Indri continues its remarkable growth trajectory, it exemplifies the burgeoning success and potential of Indian whisky on the global stage.

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