#Whisky Market

[jassicaleo318]

Whiskey Market: A Spirited Journey through Diversity and Growth

The whiskey market is a thriving and diverse sector within the global spirits industry, characterized by a rich history, varied production methods, and a wide range of flavor profiles. Whiskey, also spelled whisky in some regions, is a distilled alcoholic beverage made from fermented grain mash, typically aged in wooden casks, which impart distinct flavors and characteristics to the final product. With a global consumer base that spans continents and cultures, the whiskey market has experienced steady growth in recent years. According to industry reports, the whiskey market reached a value of around USD 65.46 billion in 2023. The market is projected to grow at a compound annual growth rate of 4.9% between 2024 and 2032, to reach a value of 100.68 billion USD in 2032.

Market Overview

Whiskey is produced through a meticulous process that involves mashing grains, fermenting the mash, distilling the liquid, and aging it in wooden barrels. The choice of grains, distillation methods, aging duration, and cask types all contribute to the flavor, aroma, and character of the final whiskey product. Varieties of whiskey include Scotch whisky, Irish whiskey, American whiskey (including bourbon and rye), Canadian whisky, and Japanese whisky, among others. Each type of whiskey has its own distinct production techniques, regulations, and cultural significance.

Market Segmentation

The whiskey market can be segmented based on various factors, including:

Type: Whiskey can be categorized into different types based on factors such as production methods, ingredients, and geographic origin. Common types of whiskey include Scotch whisky, Irish whiskey, American bourbon, rye whiskey, Canadian whisky, and Japanese whisky. Each type has its own unique flavor profile, production regulations, and cultural significance.

Age: Whiskey is often aged in wooden barrels for a certain period to develop its flavors and characteristics. Age statements indicate the minimum number of years the whiskey has been aged, with categories such as young whiskey, aged whiskey (e.g., 10 years old, 12 years old), and rare or vintage whiskey (e.g., 18 years old, 25 years old). Older whiskeys typically command higher prices and are perceived as more premium.

Price Segment: The whiskey market encompasses a wide range of price segments, catering to consumers with different budgets and preferences. Categories include value or budget whiskeys, mid-range whiskeys, premium whiskeys, and ultra-premium or luxury whiskeys. Price is influenced by factors such as brand reputation, aging duration, scarcity, and packaging.

Distribution Channel: Whiskey is distributed through various channels, including liquor stores, supermarkets, duty-free shops, bars, restaurants, and online retailers. Each channel offers different levels of convenience, selection, and shopping experience, catering to different consumer preferences and occasions.

Market Dynamics

Several factors drive the dynamics of the whiskey market:

Globalization and Consumer Preferences: As global travel and cultural exchange increase, consumers are becoming more adventurous in their tastes and seeking out premium and craft whiskeys from around the world. This trend has led to a growing appreciation for diverse whiskey styles and regional variations.

Rising Disposable Incomes: Economic growth in emerging markets, coupled with increasing disposable incomes, has created new opportunities for whiskey producers. Emerging middle-class consumers in countries such as China, India, and Brazil are embracing whiskey as a symbol of status, sophistication, and luxury.

Craft Distilling Renaissance: The resurgence of craft distilling has revolutionized the whiskey market, with small-scale producers creating artisanal and innovative whiskey expressions. Craft distillers focus on quality, authenticity, and unique flavor profiles, appealing to discerning consumers seeking distinctive drinking experiences.

Premiumization and Collectability: Premium and ultra-premium whiskeys are experiencing strong demand among connoisseurs and collectors, driving up prices for rare and limited-edition bottlings. Whiskey enthusiasts are willing to pay a premium for aged, single malt, and small-batch whiskeys with exceptional quality and provenance.

Marketing and Branding: Effective marketing and branding play a crucial role in shaping consumer perceptions and driving sales in the whiskey market. Distilleries leverage storytelling, heritage, and craftsmanship to differentiate their brands and create emotional connections with consumers.

Challenges

Despite its growth prospects, the whiskey market faces several challenges:

Regulatory Compliance: Whiskey production is subject to strict regulations and legal requirements, including aging specifications, labeling standards, and geographic indications. Compliance with regulatory frameworks can pose challenges for producers, particularly in international markets with varying regulations.

Supply Chain Constraints: Whiskey production relies on a complex supply chain involving sourcing raw materials, distillation, aging, and bottling. Fluctuations in grain prices, barrel availability, and production capacity can impact the supply chain and lead to production delays or shortages.

Counterfeiting and Fraud: The whiskey market is vulnerable to counterfeiting and fraud, with counterfeit products posing risks to consumer health and safety as well as brand reputation. Distilleries invest in anti-counterfeiting measures such as holographic labels, bottle authentication, and blockchain technology to combat illicit trade.

Future Outlook

The future outlook for the whiskey market remains positive, driven by evolving consumer preferences, expanding global markets, and innovation in production and marketing. Key trends shaping the future of the whiskey market include:

Exploration of New Markets: Whiskey producers are increasingly targeting emerging markets in Asia, Africa, and Latin America, where rising affluence and changing lifestyles are driving demand for premium spirits.

Innovation in Product Development: Distilleries are innovating with new whiskey expressions, flavor profiles, and aging techniques to cater to diverse consumer tastes and preferences. Experimentation with different grains, cask finishes, and aging environments is fueling creativity and differentiation in the market.

Sustainability and Environmental Responsibility: With growing awareness of environmental issues, distilleries are implementing sustainable practices such as energy efficiency, waste reduction, and water conservation. Sustainable whiskey production resonates with environmentally conscious consumers and enhances brand reputation.

[angelsportion]

Review - Tamnavulin, Double Oak, (No Age Stated), 40%

Like you, I have my favorite things. My Jeep Wrangler is one. Of course, whisky is another. I have a favorite spot on my living floor for napping. I have certain books I prefer above others. Sometimes, my favorite things change. For me, it’s rare, but only because I keep things pretty much for forever. Clothing is no exception. I have t-shirts in my closet that are more than thirty years old.…

[techdriveplay]

How Many Whisky Brands Are There Worldwide?

The world of whisky is vast and varied, with countless brands vying for the attention of connoisseurs and casual drinkers alike. This beloved spirit, with its rich history and diverse flavours, has seen a proliferation of brands over the years, each with its unique twist on the classic formula. But just how many whisky brands are there worldwide? – There are over 10,000 whisky brands…

[timmurleyart]

Drinks on the menu. 🍺🧉🍹🍸🥃

[juniperhillpatient]

ok I don’t want to sound like a crown royal commercial but I was watching tv & sipping a glass of crown royal & damon bumped my hand with his head & some spilled down the sides & he licked the glass then wriggled & kept licking & purring loudly & he won’t stop lmao

[jackiethegoat]

Whisky Branding

Whisky branding is a dynamic landscape where tradition meets innovation. In a crowded market, distilleries are finding creative ways to stand out. Brands use social media to share their unique stories, collaborate with other industries to create limited-edition releases, and embrace sustainability to appeal to environmentally conscious consumers. Personalized experiences, such as custom bottle designs and blend-your-own sessions, engage whisky enthusiasts on a deeper level. As the industry evolves, successful whisky branding combines authenticity with innovation, creating lasting connections with a diverse and growing audience.

[caskwhisky]

Explore the world of whisky investment with our comprehensive guide, uncovering the best cask investments in 2024.

From the pros and cons of alternative investments to expert tips on starting your whisky investment journey, discover how to navigate the market and maximize your returns.

[bourbontrend]

Dive into the Indian Whisky Revolution! 🥃 Discover how India is making waves in the global whisky scene with innovative production techniques, exceptional single malt varieties, and brands that are capturing worldwide attention. Ready to explore why Indian whisky is the next big thing? #IndianWhiskyRevolution

[winewomanww]

Wine Woman Whisky Whisperer

Website: https://www.winewomanww.com

Wine Woman Whisky Whisperer specializes in importing exclusive, organic European wines and Japanese whisky. With a focus on eco-friendly and sustainable practices, they offer a unique collection of wines and spirits, alongside private label wines for wholesale. Their services extend to private tastings, degustation events, and hospitality training, emphasizing their commitment to quality and environmental sustainability.

Facebook: https://www.facebook.com/Winewomanww

Instagram: https://www.instagram.com/winewomanwhiskywhisperer/

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[monstersflashlight]

Would love a Story about a pleasureslime that would function as a toy, like it can move itself form itself, etc and you can buy more and fuse them, but then it gets out of control and you become the toy. Non gendered person x slime

Hi darling! I'm so sorry this took so much to answer. But here it is. Hope it was worth the wait.

Tw: heavy dub-con

When the pleasure slime was released into the market you were one of the first ones to get it. You were beyond excited to get your hands on one. And it was great. You never thought so

mething as malleable as slime could give you such amount of pleasure. It was insane in a way that made your brain fuzzy and your hole clench around it. It was the best experience of your life.

So you became addicted.

Addicted to the point where you couldn't help getting a new one. And a new one. And a new one. You stacked them over and over, it was one of the perks of the product. You could get as many as you want and stack them to create a bigger one, one with more functions. One... better. And good lord was it better... It was phenomenal.

It was the experience of a lifetime and you couldn't hold yourself together as you came over it, covered in it. The slime was smooth and prelubed so it was just... perfect. It sucked and probed and poked. You were beyond yourself with it. So much that you got late to work at least three times because you got wrapped up in it to the point of losing sense of reality. It was THAT good.

So you got a new one.

At that point in time the slime was almost as big as you. But that only made it better. It was the best lover you ever had, so pliant and excitable under you, over you, inside of you. It reached parts of you that were unexplored before. It reached every erogenous zone at once and it drove you crazy with pleasure.

So you got more.

It became bigger than you, stronger in a way, but it was so soft. The idea that it could literally consume you drove you into a frenezy of pleasure. But then things turned weird.

At first it was just tiny things, reaching around you without any control, touching you in places you didn't have control over... You didn't mind it that much. Until one day you woke up with the pleasure slime holding you down and fucking into every hole in your body. Your moth gagged, your hole clenching around its girth. It was scary but so, so pleasurable your eyes were rolling into your head.

It fucked you until you were sore. And then some more. Your body held in its mass as you squirmed with what felt like the thousand orgasms in a row. It fucked your throat, your needy hole... And at the same time it worked every single pleasure point in your body. It was maddening, your brain almost to the point of breaking. You didn't know what time it was, where you were or what you were anymore.

You became the sex toy of your sex toy... and you didn't mind it.

Reminder that you can commission me (info here) or suscribe to my Patreon (info here). And that my second account is @whiskis

[jassicaleo318]

Exploring the Whisky Market: Trends, Challenges, and Future Outlook

The whiskey market has witnessed substantial growth in recent years, with a market size reaching nearly $62.40 billion in 2022. This upward trend is projected to continue, with a forecasted compound annual growth rate (CAGR) of 4.90% during the period of 2023-2028. The increasing consumer demand for premium spirits, evolving drinking habits, and the introduction of innovative whiskey varieties are among the key factors driving this market expansion. As whiskey continues to captivate enthusiasts and carve its place in the global beverage industry, the future holds promising opportunities for both established players and emerging brands in this dynamic and lucrative market.

History of the Whisky Market

In this section, we can provide a more detailed account of the origins and evolution of whisky production. We can discuss ancient distillation practices, such as those found in Mesopotamia or ancient Egypt, and trace the development of whisky-making techniques through the centuries. Exploring notable milestones in the whisky industry, such as the invention of the continuous still or the establishment of iconic distilleries, would add depth to the historical narrative.

Get a Free Sample Report - Whisky Market Sample Report 2023-2028

Types of Whisky

To provide a comprehensive understanding of the whisky market, we can delve into each major whisky category and subcategories. For Scotch whisky, we can explain the production methods and distinctive characteristics of single malts, blended malts, and blended Scotch. Similarly, for American whiskey, we can explore the differences between bourbon, rye, and Tennessee whiskey, highlighting the legal requirements and flavor profiles of each. Irish whiskey can be examined, emphasizing the unique aspects of pot still whiskey and blended Irish whiskey. Furthermore, we can mention the growing prominence of whiskies from Canada, Japan, and India, and discuss their specific characteristics and contributions to the market.

Global Whisky Market Overview

Expanding on the global whisky market, we can explore its size, growth trends, and market segments in more detail. Providing statistics and insights into the market's current value, projected growth, and regional distribution would offer a comprehensive overview. We can also mention key players and brands within each whisky category and highlight their market share and influence. Additionally, analyzing consumer preferences based on regions and demographics would provide a deeper understanding of the market dynamics.

Factors Influencing the Whisky Market

To better understand the market's complexities, we can delve into the factors that shape and influence it. For changing consumer preferences, we can discuss the rise of health-consciousness and the impact of cocktail culture on whisky consumption. Marketing and branding strategies can be explored in terms of how they shape consumer perception and drive purchasing decisions. Regulatory and legal considerations can include discussions on labeling requirements, geographical indications, and trade agreements that affect whisky production and trade. Economic factors, such as currency exchange rates and taxation policies, can also be examined to understand their impact on pricing and market dynamics.

Challenges and Opportunities in the Whisky Market

In this section, we can expand on the challenges and opportunities faced by the whisky market. Competition among whisky brands can be discussed in terms of differentiation strategies, product innovation, and maintaining brand loyalty. The increasing demand for premium and craft whiskies can be explored, highlighting the opportunities it presents for niche producers. Sustainability and environmental concerns can be addressed by discussing initiatives taken by the industry to reduce their environmental footprint. Furthermore, the potential of emerging markets and the need for market expansion can be examined, taking into account cultural factors, consumption patterns, and market entry barriers.

Future Outlook and Trends in the Whisky Market

To provide insights into the future of the whisky market, we can delve deeper into emerging trends and predictions. Innovation in whisky production, such as experimenting with different grains, maturation techniques, or cask finishes, can be explored to illustrate the potential for new flavor profiles. The growing demand for rare and limited-edition whiskies can be discussed in terms of the collectors' market, whisky auctions, and the appeal of exclusivity. Additionally, we can delve into digital marketing strategies, e-commerce platforms, and the influence of social media on whisky consumption. Changing demographics, such as the rise of new whisky-drinking markets and the impact of younger generations, can also be addressed.

Key Players and their Shares in Whisky Market

Diageo:

Diageo is a multinational alcoholic beverages company and one of the largest players in the whisky market. Their extensive portfolio includes renowned whisky brands such as Johnnie Walker, Talisker, Lagavulin, and Bulleit.

Pernod Ricard:

Pernod Ricard is another major player in the whisky market. They own popular whisky brands like Chivas Regal, Glenlivet, Jameson, and Ballantine's. Pernod Ricard's diverse range of whiskies caters to various consumer preferences and markets.

Brown-Forman:

Brown-Forman is known for its production of American whiskies. Their flagship brand, Jack Daniel's, is one of the best-selling whiskies worldwide. They also own other notable whisky brands, including Woodford Reserve and Old Forester.

Beam Suntory:

Beam Suntory is a global spirits company with a strong presence in the whisky market. They produce and distribute brands like Jim Beam, Maker's Mark, Laphroaig, and Bowmore, offering a range of American and Scotch whiskies.

William Grant & Sons:

William Grant & Sons is an independent family-owned distiller with a diverse portfolio of whisky brands. Some of their notable labels include Glenfiddich, Balvenie, Grant's, and Monkey Shoulder. They are known for their commitment to traditional production methods and craftsmanship.

[spiritsrituals]

whisky promoter in india

whisky promoter in india, the amber nectar, continues to dominate the palate in India. It is the preferred pout and the most enjoyed Spirit in the country. As elsewhere, even though Gin is gaining a lot of attention, but Whisky continues to be on top of the game.

The last 18 months have been dominated by Covid situation, impacting all F&B in India, including spirits. The Covid situation now seems in control; across the country except states of Maharashtra ( Mumbai ) & Kerala, where the numbers are still a challenge.New Delhi & NCR is well paced with Positivity ratio being less than 1 %. Vaccination rates have come down, but numbers are still high across most states.Hills Stations and Tourism spots are witnessing massive crowds thus endangering the covid climate once again.Medical Community & the Govt are preparing for the impending third wave, which is being predicted either in Oct or even Dec.Growth in Real Estate industry on premium housing. Growth witnessed in people buying houses in the hills. Large offices opening with 50% employees. Global brands are still WFH till Oct 2021, at this stage. There is reduced movement in High energy Zones like Bars, Night Life, Premium Dining, etc.. Wedding beginning to pick up with smaller guest lists of 50 -150. There is also  a defined movement towards most affluence Indians looking at moving overseas – Dubai, Australia, Canada and UK being favourite

The F&B Environment in India is an upswing, as cities and states continue to open up.

Hotels and F&B Outlets have opened with 50% capacity. Bars have also opened but not witnessing large number of guests – Less than 30%. Over 35% outlets in premium dining may not open again, as perestimate at stage. Outlets are offering as much 33% discount on dining, with an average cheque US$20.00 per head. Most stand alone F&B Outlets are witnessing 40%-60% average footfalls, from 2019.Malls are witnessing 50%-60% footfalls but not much conversion in sales. Higher base of customers in local markets & for weekly shopping. There is a good response to fast food & Indian snacks – up by over 60%. Pizza is the most ordered fast food, followed by Burgers and then Indian Samosa. Full meals are being ordered at least twice a week by over 20% households, average US$ 80 per order. Huge growth in cloud kitchens & home delivery services. Growth in Indian regional cuisines & local chefs. There is also high growth in Indian Home chefs & home-made condiments. Hotels are offering Premium food Hampers with multiple cuisines, at over 40% discount from pre Covid rates.Most people who could not afford Hotels, are now enjoying hotel foods delivered at home, at 40%-50% lesser price. Hotels like The Taj Hotels are opening food trucks to cater to quality fast foods. Large Growth in health foods, spices & condiments. There is also large growth in home Cocktail Mixes, Tonic Water & Mixers. Home catering is picking up well, with packaged & designed hampers. There is definitive growth in premium alcohol & spirits. Growth in Healthy Dining & Premium Foods. Most Trends are here to stay – Health & Healthy Foods. Home Bars & entertainment at home – High Possibility of revival

All Things Beverage

Retail sales are at all time high with shops recording over 200% growth in the last few months. Hotels &Stand alone Bars are doingmodest business, less than 30%, but high opportunity in the next 6 months. The Duty Free is at an all-time low, but looking to ramp up in 12 months with international travel picking up again.Home Drinking – Starts on Tuesday & weekends are looking more “food oriented”. Over 20 flavours of mixers are on offer across premium outlets. Cigars are gaining ground with more smokers buying in India. Gin & Whisky top as Spirits of Choice. Rum & Tequila are on limited offer. Vodka picks up every so often often based on crowd. Bar displays – In Vogue. Movements towards Premiumization of Spirits. Whisky – Top of the Value Chain. New guidelines on Communication of Beverage Brands. Digital gains prominence, though physical event will start again by Sept 2021

New Trends

The above points can be used as an input on going ahead with all areas.The consumer profile remains the same though there may be changes in their thinking. New Excise Policy in New Delhi – Encouraging, will lead to higher sales. New Excise Policy in Gurugram – Expected in 2 months. High end retail being planned across key markets in India. Higher focus of new Investors on catering to home services, fresh foods, fruits & condiments than bars. Investors are keen on low investments cloud kitchens, than investing in outlets in premium bars in “loud” locations. Move towards backing promising Mixologists / Chefs to offer & create own brand of Cocktail F&B Outlets / Outlets. Investors keen on creating home grown F&B Brands seeing the success of othere. Home chefs looking at small outlets & investors.

Social Trends

New Bars coming up in Goa & smaller towns

Neighbourhood bars may be the new trend in 2022

Beam Suntory join’s Diageo & Pernod Ricard on top

Reduced rate of footfalls in Bars in Malls – Needs to be studied

Most younger people are relocating out of large towns, which is impacting office operations, such large companies / brands are looking at moving out of CBDs

******

SLL also feels that these are current trends and things may change in the next 12 – 18 months

It is imperative to adopt the new learning’s, refresh the product offering & launch again in India.

The new marketing activity will need to start afresh & all old work may need to be updated

SLL will start afresh, with redefined leanings and the new environment in Beverages & Bars

Based on our joint plan on moving ahead, SLL is ready to launch any Marketing & Market Development  exercise for Paragraph, UK in India

Whisky production has evolved in the last few years, in India. As per a Spokesperson of Paul John Distillery, “Changes are being seen and felt across, all Indian whisky has been changing on all points over the last few years. As consumers become more aware, and with more international brands now available, Indian Whiskies discovered the need to hold their own against global products and have striven to do so with success. New technology and innovations have been introduced across the board, including innovative packaging, better testing in accordance with global norms and information available on the labels as per FSSAI implementation in the country. More and more whiskies are using high quality Indian malt spirit along with grain-based ENA or even pure malts and Single Malts, all of which require not only resources and innovation but also need much stricter Quality Assurance processes.

Indian whisky (IMFL) historically has been made from molasses-based ENA blended with flavours due to the high availability of the by-product in our country. Over time, consumers have developed a taste for grain based and malt based whiskies and as such, the core DNA of most Indian whiskies has changed from cane based to grain based. The economy segment across India still dominates the volume of alcohol consumption. Having said that, we have observed that with the improvement in standard of living coupled with the awareness, exposure and evolving preferences will certainly redefine the Indian consumption pattern.

Though according to Mr. ThiruvikramNikam, Joint Managing Director of Amrut Whiskies,“The process of whisky production is more or less standard across the globe. However, there has been a massive change in the technology leading to improvements in the quality of the products while being environment conscious. Styling is an ongoing change that reflects the trend to connect in different ways with the customers.Though the basic production process remains the same but there is an increasing use of Grain Alcohol in Whisky making in India instead of Molasses Alcohol.  Also increasing blending with Indian Malt spirit alongwith Scotch Malts.

The key factor in terms of production norms is sustainability and quality assurance. This includes the ability to consistently source high quality raw and packing materials as well as establish and maintain control on the factory floor to ensure consistent quality is provided. Based on one’s experience, these factors vary from one company to another. General key factors revolve around the raw materials, fermentation time, pot stills, casks etc., to produce quality new make spirit and by extension a great malt whisky.

Today’s Indian consumer is much more globally aware. They are highly exposed to global/international products and therefore are constantly and actively seeking out new and exciting options. Alcoholic beverages are now more acceptable, and the urban consumer specially is more educated and prefers to shop in large format stores where he can explore a wider range of options.The data reveals that there is a surge in sales of premium products which only goes to show that consumer exposure and preferences have evolved to enjoy better character and profile of whisky, rum or brandy. Also, the fact that availability and consumption of variety of brands from across the globe is an indication of the evolving consumer pattern. According to Sanjeev Banga, President, RadicoKhaitan, a leading Indian Company, “The Indian consumer has evolved a lot in the past few years and if fairly knowledgeable. They are seeking better quality products and willing to experiment and try newer blends.

There are new trends being witnessed in consumer behaviour as well. Product innovation and premiumisation are the key and bodes well for the future of Whisky in India. The Indian consumer demands high quality both in product and packaging, while still seeking value. MOTs and Modern trade outlets that allow consumers to enjoy a personal shopping experience will continue to grow, in turn encouraging consumers to explore multiple brands in addition to their brand of choice, their preferences may change based on occasion as well.

Consumers are showing keenness to enjoy quality products. Seeing this change, companies are gearing up to move towards premium segment of supply. In terms of marketing, the virtual whisky releases and tastings are here to stay for a while. The pandemic has made that aspect of brand building and storytelling possible with the consumer.Pandemic has resulted in more home consumption, upgradation to premium brands and taboos relating to alcohol consumption are coming down.   More and more consumers are now drinking to enjoy and celebrate rather than to get drunk.

So what are the new consumer consumption patterns in India.! According to a Spokesperson from Paul John Distillery, “ The biggest change has been the acceptability of alcoholic beverages as just another beverage and their entry into the urban households. Today, it is quite acceptable to offer a guest a drink at home. This has allowed for consumption patterns to shift from a drinking session to sessions with friends and family where alcohol may also be served.The consumers today are much more evolved due to their exposure to more options. They know their tastes and are not afraid to experiment. This change is observed across all age groups, but mostly at the prestige and above price points.The consumers are becoming creators in their own right. While enjoying their whisky in the traditional way, they are also engaging in putting together easy-to-make cocktails that can give their favorite whisky a new dimension.According to Sanjeev Banga, “ There is increasing acceptance of the fact that India today is producing World Class Whiskies be it Blended or Single Malts.  The Indian consumer now takes pride in the consuming Indian products and the craze for imported brands in gradually coming down.

There have been changing consumer preferences towards Whisky Styles, Regions, Countries, Palate as well. The biggest change is the move towards authentic, malt-based whiskies. As they experiment with various styles of whiskies, the consumers are developing sophisticated palates which allow for more variety in styles and finishes. Going forward, special finish whiskies will grow in size as they offer the consumer something over and above the standard fare. Though according to Mr. ThiruvikramNikam, Joint Managing Director of Amrut Whiskies, “Indian are known to like smoky whiskies (in varying range of intensity) and we have also observed that people take great liking towards having whiskies from across the globe. The consumers are wide ranging. They are new and evolved, young and older. They offer a mixture of opinions and views that brands are out to seek.More and more people are now drinking to enjoy the moment, be it with family, friends or in celebration of an occasion.

Indian are appreciating&enjoying their whiskies, more than ever before. Every consumer has his own way of enjoying a Whisky. Overall, however, we can say that consumers enjoy whiskies as they are, with less emphasis on flavoured mixers.People are enjoying their whiskies the way they like it and that is how it should be. Having said that, for a malt enthusiast, it is an exploration and normally they enjoy it neat or with a splash of water.Along with premium product offerings the resultant packaging has also improved tremendously and now you can get world class Indian products in packaging similar to international brands.

One of the key factors has been the change in packaging. Brads including Amorim Top Series, Portugal and Bruni Glass, Italy besides Wade Ceramics, England are offering world class solutions to the Indian spirit industry. Packaging has definitely changed over time. FSSAI and global packing norms have been key drivers in this change, consumers have also actively encouraged this change due to the growing urge to know what they are buying. Detailed information on labels, innovative designs that catch the eye and emphasise the quality of the liquid etc are specially noticed with regard to premium categories. According to ThiruvikramNikam, “Today brands are using the packaging to convey the uniqueness of their produce and enlighten the consumers to read and make a choice.

So after all this does Age continue to be a huge factor with Indian consumers. According to Paul John, “ Age is definitely a factor but more for the manufacturer than the consumer. With the much higher efficacy of maturation in the subcontinent, a whisky aged for 3 years here displays similar maturity to whiskies aged 8-12 years in colder climates like Scotland. The correct ageing of whisky is very important for manufacturers to get the product right. The consumer relates more with the experience of the finished product. Global malts are also slowly moving away from making age statements in acknowledgement of this fact, It is an undisputable fact that ageing of whisky is imperative to relish and enjoy it. Age plays an essential role in shaping up the whisky. However, the length of ageing depends and varies from place to place. Consumers now know better to look beyond the age and enjoy the whisky on its merit.

Though RadicoKhaitan, the makers of Rampur Single Malt Indian Whisky avers, Sanjeev Banga President, states, “ We strongly believe Age is just a number.  Specially in Indian weather conditions where malt maturation is 3 to 4 times faster than Scotland.  What is important is the taste of the whisky on the palate and not the Age.  More and more consumers, specially for Single Malts are now aware of the fact that Single Malts coming from new world may not carry any Age Statement but are at par, if not better than number of brands that carry age statements.

Trade Channels

The pandemic has virtually wiped out the on-premise channel. This has made the off/retail channel much more important than it previously was.In India, trade and channels vary from state to state based on state government policies. Now retailers are offering consumers a retail experience unlike before. Yes, very much so. The threat of the pandemic has made people wary on close quarter engagements and gathering. While social distancing is the norm, a lot of the consumer outreach program has taken stream virtually offering a unique solution and opportunities for brand building and marketing.Online and Home delivery are the new norms.  Though still at a nascent stage in India but growing everyday.

Brand Marketing & Consumer Outreach

With the decimation of on-premise channels, it is no longer possible to allow consumers to experience new products or to pair food and drink for a new experience. In store marketing options are also highly limited. Thus marketing and consumer outreach has moved from the physical world to mass and virtual media where consumers share their experiences and build communities around brands. Since advertising is still not legally allowed for the industry in India, this means that consumer outreach is primarily based on word of mouth on social platforms today.

Digital marketing and social media are the new buzz words and their influence will keep growing in future

A Toast to the Future

Whisky accounts for nearly 70% of all spirit sales in the country. It is. While a lot of the categories in India are being shaken up and are creating a lot of buzz and activity, whisky is the dominant category in India and will remain to be for the foreseeable future.This is not likely to change in the immediate future. Though Gin as a category is growing at a very rapid pace, but on a very small base. Whisky will continue to flourish in India, however the next few years look tough for Made-In-India whiskies due to changing govt. policies. While we have already achieved parity or surpassed most global brands in terms of quality and packaging, the statutory and regulatory environment in India is highly skewed against domestic spirits. Global brands already have a massive advantage with fixed annual market costs in most states, as well as lower % taxes at the local level. They are also able to get around the Indian laws prohibiting advertising by running their global campaigns online. With the govt. mulling reduction of import customs duties, the disadvantage for Indian products will only increase.I’ll respond to this from Amrut’s perspective, we are adored for our innovation and unprecedented releases of single malt expressions like Herald, Naarangi, Spectrum …, continuing this trend we will soon be going to release first of its kind expressions in India and the globe. According to Sanjeev Banga, President, RadicoKhaitan, a leading Indian Company, “ As they say, best is yet to come. There is increasing premiumisation in the Whisky space and more producers are entering the Indian Single Malt category.  The future looks very promising for Indian Whiskies not only in India but globally.  India has so much to offer to the world in terms of its unique and innovative products.

[maltrunners]

Kilchoman 12 Year (2008) Single Cask #338 Kensington Wine Market pick

Review by: The Muskox Kilchoman single casks with double-digit ages? Man, we’re all getting old. This one was picked by Calgary’s Kensington Wine Market. Distillery: Kilchoman. Bottler: Official bottling. Region: Islay. ABV: 55.7%, cask strength. Age: 12 years old. Distilled on 07/10/2008. Bottled on 08/03/2020. Cask type: Cask #338, Bourbon Barrel. Price: $195 CAD at Kensington Wine…