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The whiskey industry is witnessing a surge in global demand, driven in part by recent regulatory changes in international markets. Notably, the Middle East and India have become crucial players, altering the dynamics of whiskey production and distribution. India’s Ascendancy in Whiskey Consumption India’s rise as a whiskey consumer has been particularly striking.
In 2022, India overtook France to become the largest consumer of whiskey by volume. Anthony Zhang , CEO and co-founder of VinoVest , highlighted this shift during Benzinga’s recent webinar on whiskey investing. He stated, “India surpassed France as being the largest consumer of whiskey worldwide, and a lot of that is actually locally made in India”.
This increase in consumption is not solely driven by domestic production. There is a growing appetite for American bourbon, which is being blended into local recipes and brands. Zhang noted, “They are wanting a lot of what you can call bourbon from America shipped to India, blended into different recipes, and then also made into local brands as well.
” Regulatory Shifts In The Middle East Thanks to changing regulations, the Middle East has also emerged as a major market for whiskey exports. These adjustments have opened new opportunities for whiskey producers looking to expand their reach. The region’s growing middle class and evolving social norms are contributing to a rising demand for luxury spirits.
Zhang explained the broader impa.