Indian single malt Indri named world's best, shakes up global brands

New Delhi: India's spirits market is witnessing a seismic shift as Indri, a two-year-old Indian single malt, claims the coveted title of the world's best whisky.

Stacked in oak casks at a distillery near New Delhi, Indri's recognition is transforming India from a whisky consumer to a whisky maker.

Sugarcane and mustard fields envelop the distillery, a testament to the thriving production of Indri, owned by Piccadily.

As India emerges as a formidable whisky producer, the brand is ramping up production, crafting almost 10,000 bottles a day, and adding attractions like a three-hole golf course to entice whisky enthusiasts in the nation.

In India, whisky is the dominant spirit, and this recognition has stirred interest from global brands like Glenlivet by Pernod Ricard and Talisker by Diageo. These international labels are now competing for market space alongside local rivals such as Indri, Amrut, and Rampur.

India stands apart from other Asian countries where beer holds sway; here, whisky culture reigns supreme. Factors like rising wealth, international awards, and the pandemic prompting an exploration of new brands have disrupted the Indian whisky landscape, spotlighting local malts.

Many patrons of whisky, once loyal to foreign brands, now gravitate towards Indian malts. For them, Indian malts not only evoke national pride but also pair exquisitely with the nation's spicy cuisine.

Indri's Diwali Collector's Edition, priced at $421 (Rs 34,960), claimed the top honour of "Best in Show" at the Whiskies of the World Awards in San Francisco. It outshone competitors from Scotland and the United States in a blind tasting held in August.

Global giants like Pernod and Diageo have shifted their focus to Indian malts, introducing their own offerings - Longitude 77 and Godawan, respectively. Pernod's bullish outlook on this category reflects its rapid growth, showcasing Indian malts as a category of the future.

The staggering 144% growth of Indian single malts in 2021-22, eclipsing Scotch's 32% growth, underscores the evolving preferences of Indian consumers. Predictions for the industry indicate a bright future, with Indian malt consumption set to grow annually by 13% until 2027, outpacing Scotch at 8%, reported Reuters.

Piccadily Distilleries, the brain behind Indri, aims to expand its production capacity by 66% by 2025, emphasising its global ambition beyond the 18 foreign markets that constitute a significant portion of its sales.

Despite their higher prices, local brands like Indri, Amrut, and Rampur maintain their competitive edge against their global counterparts.