When it comes to the liquor market, India is one of the largest markets in the world and has seen a consistent rise in demand, with whiskey reigning as the top choice. Accounting for over 60 per cent of the country’s alcohol consumption, whiskey has garnered widespread appeal across demographics. Indian whiskies, alongside premium international brands, are favoured due to their rich flavours and affordability.
The evolving preferences of the urban middle class and rising disposable incomes have driven the market’s growth. Additionally, the emergence of homegrown whiskey brands and the increasing desire for premium blends have contributed to the nation's deep-rooted whiskey cravings. From the quality of ingredients used to prepare the whiskey to the production cost and ageing process, several factors determine the price of Indian whiskies.
Premium whiskies often use high-quality grains, undergo longer ageing periods, and involve traditional distillation methods. Also, the taxes, excise duties, and packaging play a significant role in price variations, making some Indian whiskies more expensive than others. In the Indian market, several liquor brands have forayed and made their reputation, but one brand has been ruling the hearts of Indian enthusiasts for decades.
Not just that, but the liquor brand has been winning awards in international spirits competitions. This whiskey is liked not only in the country but also abroad. It is even exported in large quantities.
It is none.