Picture Credit: Chris F
Indian single malt whiskey is making waves globally, with a rising presence in prestigious venues and winning international awards. This once niche product has expanded due to India’s burgeoning whiskey market, where distilleries are now producing premium single malts fit for export. Brands like Amrut, Paul John, and Indri are setting new standards, incorporating Indian ingredients and climate-specific methods to create unique, robust flavors.
Indian single malts are distinct from their Scotch counterparts due to factors like six-row barley, which has a higher protein content, adding richness. The warm, humid Indian climate also accelerates the ageing process, compressing the maturation to about a third of the time needed for Scotch. This phenomenon, known as the "Angel's Share," causes the whiskey to concentrate in flavor, making a 10-year-old Indian whiskey equivalent in maturity to much older Scotch.
The popularity of these whiskies is fueled in part by the Indian diaspora in the U.S., where appreciation for the native flavours of ginger, sandalwood, and cardamom is high. High-end Indian restaurants like Bungalow in NYC highlight these whiskies, appealing to both Indians and adventurous whiskey lovers in search of something novel. The novelty factor plays into an advantage as Ben Wald, the head of Beverage Programming at the Manhattan Bar Flatiron Room says, “There has been, and always will be, a desire to be the first on the boat. Indian single malt is still capitalizing on this desire.”
Looking forward, the growth of Indian single malts is accelerating, with 24 distilleries currently in operation and more planned. Large-scale distillers like Pernod Ricard are entering the scene with new facilities. As these whiskies gain attention and acclaim, they are expected to capture even more market share from Scotch and Japanese whisky, establishing India as a serious player in the world of single malt whiskey.
With the 2024 US election wrapping up as well, the political and diplomatic relations between the US and key western states could also come into play as an advantage. In 2018 as a swift response to President Trump's tariffs on steel and aluminium, the EU placed a 25% tariff on American Whisky. This had a devastating effect on the American distilleries, however while the Biden administration was able to negotiate a deal to suspend the tariff , with President Trump coming back into office and the possibility of scotch whisky tariffs coming into play , consumers might be swayed to the single malt collection India now offers.
As Ben Wald says, “The key will be who can convert Scotch whisky drinkers over to their single malts. Suppliers talk a lot about ‘liquid to lips’ being the best marketing strategy, and for global malts still in their infancy, getting consumers to try Indian single malt is key” .
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