“Premium” may be the most overused word in the Indian liquor industry, but it’s not going anywhere. Brown and white spirits are expected to move further up the ladder in 2025, as they have been for the past few years. While 2024 saw the expansion of single malt distilleries, the creation of new categories such as craft rum, and the rich drinking a lot of tequila, the year is expected to bring us more rare whiskeys, premium rums and even the elusive Japanese whiskey brand. Hindustan Times speaks to people in the thick of things to find out what 2025 holds for spirits lovers in the world’s third-largest alcohol market. Read also | Demand for our single malts shows no sign of slowing down: Paul John
Omar Sinha, Chief Operating Officer, Radico Khaitan
The real growth in the Indian liquor sector is mostly in the Prestige and above segment; that’s where the double-digit growth is. Apart from Indian single malt spirits, the premium malt spirit segment is also taking off now. We are in the process of launching new malt whiskeys after Sangam and Spirit of Victory 1999. The idea is also to create a space for Indian malts globally, with Amrut and Radico in particular leading the way. The Indian consumer and the Indian diaspora have started gaining confidence in quality Indian products. But they also want to see products that match international brands, so we can expect more options and expressions. Our Jugalbandi range will also be available in India in the next financial year. Because of this premiumization trend, we believe there is a place for dark rum as well. Last year in April, we launched Kohinoor Reserve luxury rum in the US and are now bringing it to India. Another area of focus is the creation of ethnic brands and honoring local spirits. Our premium mahua project is one such initiative and we plan to launch it in the next financial year.
Hemant Rao, founder of the Single Malt Amateur Club
The return of Donald Trump has caused considerable concern in the Scotch whiskey industry. During his previous tenure, the Trump administration imposed a 25% tariff on Scotch malt, leading to a difficult period for producers. Now that the Scots are lobbying to prevent the re-imposition of these tariffs, the potential outcome could have the effect of making Scotch producers focus more closely on markets such as India. But the prospect of US tariffs is not the only factor driving interest in the country. The Indian market has already proven to be a dynamic opportunity, offering a growing consumer base eager to explore a wider range of labels and expressions. In addition, 2024 proved that Indian malt products are no longer the domain of Indian companies. Multinational corporations such as Diageo and Pernod Ricard now offer their own “Indian” single malts, strengthening the category’s global prominence. It is likely that other international alcohol brands will try to enter this growing market in the coming years. Read also | From The Macallan Rare Cask 2023 and Indri’s Diwali Edition 2024 to Amrut’s Bella Rum – New Spirits This Winter
Sandeep Arora, Whiskey Ambassador
We can expect a lot more brands and options from the big boys of Scotch, which has faced a slowdown in demand worldwide. Exports of Scotch whiskey fell by 36%. The same goes for bourbon, which is facing stagnant domestic demand. And then there’s the looming shadow of Donald Trump’s tariffs. All this means that there will be more liquid available in India. Global premium companies with limited exposure to the country can now offer more brands from their portfolio as well as rare expressions and variants here. And the dominance of Scotch and, to some extent, Irish whiskey will be challenged by global whiskey brands looking to enter India. You’ll find more Japanese whiskey brands on the shelves; for example Nikka will soon be launched in India. You will get great whiskey from Australia, Taiwan and Israel. And I don’t see the popularity of tequila affecting whiskey. The popularity of tequila influenced gin and wine.
Kunal Patel, CEO and MD;
Everyone has been talking about the rise of tequila, and they are right. If you’re an importer like us, you’re looking for great tequila brands and shipping them to India. Unlike, say, gin, which can be made literally anywhere, good tequila is in short supply because it can only be made in Mexico. It will take you eight years to grow your agave and another couple of years to make tequila. Tequila has an appeal that most other spirits can’t match. Among this cohort of consumers, there is also interest in aged rum. Premium rum, in fact, may go the way of tequila, if not this year, then at least in the coming years. Another category of interest is the lesser-studied whiskeys, such as rye and Irish. These are the categories that high end customers can venture into now. Read also | Glenlivet: From Smuggler’s Whiskey to Global Giant
Vikram Achanta, co-founder of India’s 30 Best Bars and India Bartender Week
I expect a lot more bartenders to become bar owners this year. We have seen this trend emerge in 2024 and it has led to the massive success of these bars. This is not limited to, say, Goa, where you have Arijit Bose’s Bar Outrigger and Pankaj Balachandran’s Boilermaker. It already happened in Pune with Mayur Marne (Cobbler & Crew) and Avinash Kapoli’s Soka setting Bangalore on fire. The bar scene is also changing fast, especially in cities like Pune, Kolkata and Jaipur. Jaipur is on its way to becoming a cocktail hub of sorts. There are at least two or three bars in town that have been pretty steady over the last couple of years, and we’ve got a few more open in 2024. Especially Native Cocktail Room and The Johri are doing amazing things in the cocktail field.
