Ashu Agrawal’s Post

Godawan, an artisanal single malt whisky that defies conventional norms while honoring tradition, has made a significant expansion by entering Punjab, Chandigarh, and Madhya Pradesh. This move strengthens its nationwide presence across seven markets in India, bringing its unique production techniques and accolades to a broader audience. Vikram Damodaran, Chief Innovation Officer of DIAGEO India, said, "As India's whisky craftsmanship garners global acclaim, maintaining innovation and consistently upholding exceptional quality standards is paramount. With Godawan, we are redefining whisky production through advanced techniques and unique ingredients, fostering a culture of exploration and innovation within the industry. We are thrilled to launch in Punjab, Chandigarh, and Madhya Pradesh - key markets where whisky remains a preferred choice for consumers. With the Indian single malt category seeing an annual growth rate of 42%, our national expansion is perfectly timed." Read full story here: https://lnkd.in/dgKG7nfB #beverageindustry #whisky #alcobev #liquor #liquorindustry #alcohol #alcoholindustry Ashu Agrawal

The young generation’s preference for premium and unique experiences is fuelling the demand for more premium, new and craft #whiskies in #India. Additionally, there has been a substantial increase in per-capita whisky consumption, in India, with a nearly 2.5 times rise over the last decade. Given this optimistic scenario for whisky consumption, Shivam Ginglani, Founder and CEO, Ginglani Distillers Private Limited sheds light on how #whisky makers in #India need to strategise their growth plan. Woodsmen Mountain Whiskey

#PernodRicard finished 30 years in India. Known for its super premium to mass brands like #ChivasRegal, #Absolut, #Jameson to #BlendersPride, the company to commemorate its long presence in India launched its own Indian single malt, Longitude 77. But are they a little late to the game? Can they take on the local players like #Amrut, #PaulJohn and #Indri? “The launch of Longitude 77 was a measure to deepen our commitment to making and innovating in India for the world. As Pernod Ricard celebrates its remarkable 30-year journey in India, we reflect proudly on the impact we've had here,” says Jean Touboul, CEO, Pernod Ricard, India. The alcobev maker has been around for a while to understand that Indians’ love for brown spirits, especially whiskey, is not limited by price. Those who have happily graduated to single malts in 2024 still enjoy their blended spirits as well. And Pernod Ricard wants to cater to them all. According to #VinodGiri, director general of Confederation of Indian Alcoholic Beverage Companies (#CIABC), Indian single malt brands grew nearly 23% during 2023, whereas international brands grew 11% during the same period, as reported by ET. Indian manufacturers, especially Amrut Distilleries, John Distilleries and now Piccadily Distilleries have successfully taken over the single malt consumption of Indians. Out of the total 675,000 cases of single malts sold in India in 2023, 53% was contributed by Indian brands such as Amrut, Paul John, Indri, Rampur and GianChand. Jason Holway of #IWSR says, “One of the key characteristics of India’s beverage alcohol industry is the composition of the market – and this is encouraging domestic and international distillers alike to invest in and develop portfolios. India is (with country liquor not counted in the total) a 100% foreign liquor market. On the other hand, China for example, is a domestic liquor market dominated by baijiu, which commands 99% of the total beverage alcohol market in volume terms.” Read the full story only on ET Prime. #PernodRicard #ChivasRegal #Absolut #BlendersPride #IndianSingleMalts #FrenchAlcobev #Longitude77 #Godawan

The Resilient Growth of Whisky. The whisky market is witnessing significant growth, and Pernod Ricard's recent $217 million investment in a new Indian whisky distillery underscores this trend. This move not only reflects the growing global demand for high-quality malt but also highlights the resilience and adaptability of the whisky industry. For investors and enthusiasts at Cask Hog Whisky Club, this development is particularly exciting. It represents a strong indication that the whisky market, especially in emerging regions like India, is ripe for expansion and investment. The new facility in Nagpur is projected to boost local economies, support agriculture, and significantly add to the global supply of premium whisky. This investment aligns with global trends where consumer interest in diverse and quality spirits is increasing, suggesting a promising future for those invested in whisky. As the market expands, Cask Hog members can look forward to enhanced opportunities for exclusive releases and investments, potentially leading to significant returns. For whisky investors, the expansion of distilleries like the one Pernod Ricard is constructing signals a robust market with continuing opportunities for growth and profitability. It's a great time to be part of this dynamic industry. To gain insider knowledge from our expert analysts, book a free consultation with one of our expert portfolio managers today! https://lnkd.in/egFecqV9 #WhiskyInvestment #PernodRicard #DistilleryGrowth #WhiskyMarket #InvestInWhisky

Indri Single Malt Whisky, meticulously crafted by Piccadily Distilleries, has set a new standard in the spirits market, emerging as the fastest-growing single malt whisky globally. Within a mere two years since its debut, Indri-Trini has soared past the remarkable milestone of selling over 1 lakh cases, capturing a substantial 30 percent market share in India and outshining even established global giants. Praveen Malviya, CEO of Piccadily Distilleries, stated, “In a market previously dominated by imported brands, Indri emerges as a symbol of Indian excellence, epitomizing national pride and enhancing the reputation of Indian spirits worldwide. Indri isn't merely taking the lead; it's spearheading a revolution.” Read full story here: https://lnkd.in/grCv4JBK #whisky #liquor #liquorindustry #alcohol #alcobev #alcoholindustry Ashu Agrawal

French distiller Pernod Ricard is planning to invest $200 million to construct its largest Asian distillery in Nagpur, Maharashtra, as part of a broader strategy to reduce dependence on malt and scotch imports for the Indian market. According to the producer of Chivas Regal (ZA), The Glenlivet, and Absolut spirit brands, the distillery will be capable of producing up to 13 million litres of Indian malt annually. The investment will be distributed over the next decade. Jean Touboul, managing director at Pernod Ricard India, said, "This investment is the opportunity for us to produce our own malt and not be dependent on any external sourcing for the Indian malt. It is part of our long-term plan and we always look at the development of our business; how much we can procure from our sister company Chivas Brothers, and what is the perception of the local Indian malt thatsome of our competitors have started to do the job of producing quality malt in India." Read full story here: https://lnkd.in/gtZ3ni4S #beverage #beverageindustry #investment #alcohol #liquorindustry #liquor Ash Agrawal Surbhi goyal

In Sep '23, a fairly new Indian single malt made global news, Indri. But Indri wasn't the only one. #SurrinderKumar the master distiller who worked with #Amrut for nearly three decades has now joined #PiccadilyAgro, the makers of Indri, and successfully managed to repeat the award worthy streak with a new liquid, #IndriDiwaliCollectorsEdition2023! “We received an overwhelming response and our entire production has sold out.” Says Praveen Malviya, CEO, Piccadily Agro Industries Ltd, makers of Indri. “Our flagship expression Indri Trini is leading our sales. We are experiencing an exponential growth and are expecting a 4X growth in terms of number of cases for this FY24.” Adds Malviya. Vikram Achanta founder, Tulleeho, a Delhi-based beverage training and consulting firm says, “Indri’s awarded single malt was not available at most stores in Gurugram after a short while. There, some retailers were selling a bottle for nearly INR35,000. The actual price at that time was INR8,000+. The surprising thing is people were still buying it, at those inflated prices. And when Indri Diwali Collector’s Edition ran out, people started buying Indri Trini, again at inflated prices.” Read my story on how Indian Single Malts are changing the whiskey game, one sip at a time. Only on ET Prime. https://bit.ly/3RVFZuF #whiskiesoftheworld #singlemalts #indiansinglemalts #indri #amrut #pauljohn #dram #japanesewhiskey

EXCLUSIVE: This was an interesting story to write, and it did come in as a surprise. It’s the coming of age of Indian single malt makers, and just how. In just a decade-and-a-half of their journey, Indian brands such as Amrut, Rampur, Indri, Paul John and Gianchand have pipped some of the world’s most hallowed brands like Glenlivet, Talisker, Lagavulin and Macallan in sales. And mind you: the Indian brands are not priced cheap, in many cases they are at par with the Scottish brands. The maturity of the spirit is faster in India due to the hot weather, and it interacts more richly with the wooden barrels. The comment of one of Amrut’s top management is apt, “It’s not everyday that such a feat is achieved. From being mocked around till just a decade-and-a-half back, Indian whisky makers have come a long way as they are now second to none in terms of quality and refinement.” #singlemalt #whisky #Amrut #PaulJohn #Indri #Rampur #Glenlivet #Talisker The Times Of India Thrivikram G.Nikam Diageo Pernod Ricard

Growing up in Kerala in the early 2000s, beer was a taboo subject. Acquiring a bottle was akin to a covert operation—sneaking and strategising just to enjoy a sip without societal disapproval. Fast forward two decades, and the transformation within the Indian beer industry is nothing short of remarkable. From the hushed whispers and furtive glances that once accompanied the mere mention of beer, India has witnessed a dramatic shift in cultural attitudes towards this beverage. The early 21st century India was scarcely dotted with modern bars or lounges, and the concept of casually meeting over beers was not as widespread. Today, these establishments are common, bustling with lively conversations and clinking glasses, reflecting a new era of social norms. The statistics speak volumes: as of 2022, the Indian beer market was valued at a staggering 383.6 billion, with a projected growth to reach 622.4 billion by 2028, flourishing at a compound annual growth rate of 8.1%. This growth trajectory is underpinned by a burgeoning culture among the younger generations who embrace beer not just as a drink, but as a trendy lifestyle choice. The emergence of craft beer has been particularly instrumental in reshaping the industry. Small-scale, independent brewers have introduced a gamut of premium beers, characterized by innovative flavours, fervent enthusiasm, and refined brewing techniques. This niche sector of the beer market is not just flourishing; it's revolutionizing drinking culture in India, setting the stage for the proliferation of microbreweries across the country. Industry insiders are optimistic about this trend, viewing it as the beginning of a significant transformation. The Indian beer scene, once cloaked in secrecy and stigma, is now a vibrant, thriving arena of cultural expression and economic opportunity, reflecting broader social changes and a progressive embrace of global leisure trends. This shift not only mirrors a change in beverage preference but signals a deeper cultural acceptance that may pave the way for future innovations in India's alcoholic beverage industry. #kalikut #indiancraftbeer #indianbeeruk

Indian distilleries continue to launch single malt whiskies that are sourced and made in the country, as pride for locally manufactured products is encouraging Indian consumers to choose local expressions over foreign ones. Growing economic freedom for a proportion of India’s population is giving rise to home-grown spirits, as people can purchase more alcohol than before. In addition to noting high sales figures domestically, Indian single malt brands are also getting global recognition. So which are the brands making the most noise? From industry veterans to new releases tapping into rising demand, here is my rundown of the Indian single malt whisky brands you should know about. (published in The Drinks Business)