Tag Archives: Indian Single Malt

What an Expedition it has been…….

Rakshit Jagdale, the Managing Director of Amrut Distilleries in a podcast conversation with Bhavya Desai talks about how the 75-year-old company has evolved over the years, starting from heritage brands such as Amrut XXX rum and Silver Cup brandy in the 1950s to the Amrut Single Malt and now to a limited edition of the oldest whisky from the sub-continent – The Expedition.

On February 26, 2025, Bengaluru-based Amrut Distilleries reached yet another highpoint in the alcobev sector when it launched The Expedition, the oldest single malt whisky in India, matured for 15 years, and sold for 12,000 USD (₹10.50 lakhs) per bottle. Celebrating its 75th anniversary, Amrut Distilleries released 75 bottles of this rare whisky, 66 of it for the international market and the rest for the Indian market.

Matured for 15 years

The Expedition is matured for 15 years, initially in European Sherry casks for 8 years and then American Bourbon casks for 7 years, developing deep, opulent flavours, complexity and depth. Amrut’s Expedition packaging exudes the grandeur of a royal heirloom. The merging of metal and wood took six months. Each handcrafted box houses an individually engraved and numbered bottle, featuring a diamond-cut design with intricate gold engravings. A regal silver peg measure, crafted by a Bangalore silversmith, has been embedded with a near-field communication (NFC) tag and authentication card.

Globalisation and the Market

Not just The Expedition, the international market for Amrut has been the US, followed by Europe and the APAC region, the last one is fast growing for single malt whiskies. “It has been a very exciting time for us in the industry now. We should see how it will unfold,” Rakshit said and mentioned how the markets opened up in India in 1990-91 with globalisation. “Seagram’s came with advertising blitzkrieg for Royal Stag, something which we had not seen. People started shifting from drinking heavier blended whiskies like MaQintosh or Peter Scot or Royal Challenge into drinking lighter whiskies like Royal Stag. At Amrut, we did not stop distilling, we kept on maturing our malts.”

Lighter Whiskies

It was around 1995-96 that Amrut cut down using heavier malts in MaQintosh from 35% to 10% to 8%. “It was then we thought why not go for single malt whisky, why not explore.” The first batch was matured for four years average and now the company is using a larger percentage of older whiskies. “We don’t have that much of quantity, we run out of supply,” confesses Rakshit.

Denying that the company created a demand to jack up prices and make it luxury, Rakshit said, “We didn’t have enough whisky, even now it is the case, but we do come up with special edition whiskies. Who wouldn’t want to sell more of their product.”

Technologies at play

Talking about how the company has evolved over the years, Rakshit said, “Techniques have evolved and barleys have improved from two row to six row. The yeast varietals have undergone massive change. Distillation technologies have also improved. The world over, the yield per ton of malt spirit has improved significantly now. Earlier, we were probably touching around 350 to 360 alcoholic litres per tonne, we are now hitting close to 400 alcoholic litres per tonne. With Scottish malts it’s even higher going up to 415 to 425 litres per tonne.”

On location advantage, Rakshit said Bangalore at an altitude of 950 metres above sea level has significant advantage with relative humidity remaining high in summer and dropping significantly in winter. “We lose angel’s share in our warehouses at an average of 9% every year. Probably it doesn’t happen anywhere else, may be in Kentucky. We lose more water than alcohol. If you go down anywhere near the coast or if you mature in Scotland, it is the other way around, because in Scotland’s cooler clime, the angel’s share is 2% per year, but they lose more alcohol than water, with the strength dropping. Humidity and altitude play a very significant role for us.”

The MBA Thesis That Catapulted Indian Single Malt to the Global Stage

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The success story of Indian Single Malt (ISM) whisky in the global market place, pioneered by Bengaluru-based Amrut Distilleries, has been well documented. It is not only an interesting story, but also an inspiring one on how the Jagdales – father-son duo – the late Neelakanta Rao Jagdale and Rakshit Jagdale – hit upon the idea of making a breakthrough in the whisky landscape, dominated by Scotland.

Rakshit Jagdale, in a podcast ‘Expert Talk with Bhavya Desai’ recalls his student days at Newcastle University doing an intense one-year MBA programme. “It was a Sunday morning and I was strolling along Northumberland street, a busy shopping center in New Castle upon Tyne, when my father called up and asked what I was planning to do for my thesis. I said a theoretical project on supply chain management. He said ‘no, no… you should do a practical project’ and suggested ‘why don’t you check whether there is scope to sell Indian single malt whisky in Indian restaurants within Great Britain’ stating that Kingfisher and Cobra beers were quite popular in Indian restaurants there. My father asked me to check out whether there was demand for Indian single malt as an aperitif or a digestive. I said it’s a brilliant idea.”

Miniatures that captured the imagination

Neelakanta Rao Jagdale then sat down with the excise officials in Karnataka and had two cases of miniatures of single malt whisky sent over to New Castle. “It was in June when exams were going on. I went over to the Customs bond and duty paid and cleared one case. The packaging was very rudimentary with a black and white label with simple words ‘Amrut’. We knew our product was exceptionally good. The colour of the whisky was good, dark enough and natural. We don’t add any caramel, it is 100% natural. My father had sent 300 miniatures of 60 ml each in two boxes. It was a live project for the company. I did a lot of my survey in New Castle, Edinburgh in Scotland and in the Midlands. I visited several Indian restaurants and bars in Scotland and the response was amazing. Everybody liked it. Some said it’s a 10-year old whisky, some said its Irish, when I said it was Indian, it was a jaw dropping moment.”

On returning to India, Rakshit presented the project to the family board. “It took us two years to conform to the packaging standards of the European Union and on August 24, 2004, we launched Amrut in Café India in Glasgow. That is how the journey of Indian Single Malt whisky began.”

Making the Grade in Whisky Bible

Not to sit on these laurels, they set off on taking it to the world, creating Amrut Fusion which was next level to the Classic Indian Amrut. “Fusion is a completely different product. It is a combination of peated barley and unpeated barley, the former coming from Scotland and the unpeated from India. It is an 80:20 ratio. My father felt that as the Indian palate is accustomed to little bit of peat with Johnnie Walker Red Label and Black Label, they would like the combination. That was running in his mind.”

Explaining the process, Rakshit mentioned, “Fusion is matured for a longer period, five to five and a half years. The base malt, both peated and unpeated, is matured for four years and then we marry them and mature it again for nine months to one year, which gives it not only depth, but also complexity of flavours. When Jim Murray first savoured it in 2009 and found it unique and said there was no other product in the world that had this kind of combination. He loved Amrut and gave 97 of 100 in his Whisky Bible in 2010 and ranked it as the third finest whisky in the world.”

From humble beginnings in 1948 as a simple bottling company, Amrut is a name to reckon with. It moved on early into distillation and premiumisation and that has paid dividends. “We have reasonably come a long way. We have grown organically and we are happy with progress we have made.”

This is the third generation of the Jagdale family which is running the business, started by Radhakrishna Rao Jagdale in 1948. The fourth generation is getting ready and Rakshit mentions that ‘the time is right to discus with his son and niece to find out if they have any interest, prima facie, in carrying forward the rich legacy of my grandfather and father.”

Indri’s Winning Streak Continues

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Piccadily Agro Industries Limited has once again made a resounding mark on the global whisky stage, winning six prestigious medals at the World Whiskies Awards 2025. The company’s flagship brand Indri Single Malt with its exclusive expressions, emerged victorious across various categories, reinforcing Piccadily Distilleries position as a trailblazer in the Indian and international whisky landscape.

Indri secured an impressive lineup of awards. They included Indri Founder’s Reserve Wine Cask 11 Years Old, 58.5% ABV (12 years and under – small batch) – Winner; Indri Refill Oloroso Sherry Cask Single Cask 03, 58.5% ABV (No Age Statement) – Winner; Indri 2024 Diwali Collector’s Edition, 58.5% ABV (No Age Statement – small batch) – Silver; Indri Game of Thrones: House of the Dragon Exclusive Edition – House of Black, 46% ABV, (No Age Statement) – Silver; Indri Ex Sauternes Wine Cask Single Cask 47050, 58.5% ABV, (No Age Statement) – Silver; and Indri Game of Thrones: House of the Dragon Exclusive Edition – House of Green, 46% ABV (No Age Statement) – Bronze.

Since its launch, Indri has taken the international whisky scene by storm, challenging industry norms with innovative expressions that celebrate India’s terroir and expertise. With each award and accolade, Indri has established itself as more than just a brand—it’s a symbol of national pride and a testament to the potential of Indian single malts.

Shalini Sharma, Head of Marketing, Piccadily Agro Industries Limited said, “Indri’s journey has been nothing short of groundbreaking, and we are incredibly proud of these remarkable wins at the World Whiskies Awards 2025s. This recognition is a true testament to our relentless pursuit of excellence and our vision to firmly establish Indian single malts on the global whisky stage. Being recognised on such a prestigious international platform is not just a victory for Indri, but a triumph for Indian single malts as a whole. We are reshaping global perceptions, proving that Indian single malts can set world-class benchmarks and stand shoulder-to-shoulder with the finest whiskies across the globe.”

Paul John Indian Single Malt reveals the 7th Edition of its Limited Christmas Edition Series!

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Paul John Indian Single Malt Whisky recently announced the release of the 7th edition of Christmas Edition Series. This exceptional unpeated expression, meticulously crafted from the finest Indian ingredients, continues the brand’s legacy of celebrating the festive spirit with unmatched elegance and flavour.

This limited-edition blend continues the legacy of its predecessors, which have consistently garnered international acclaim for their distinct profiles and complexity. Over the years, the Paul John Christmas Edition Series has earned a loyal following for its bold experimentation with cask finishes and vibrant flavour blends.

Each release is a testament to Paul John’s dedication to pushing boundaries while honouring the essence of Indian single malt whisky. The 7^th edition stands out with its deep golden hue, exotic aromas of mango and pineapple, and flavours of coconut, candied orange, and toasted oak on the palate, leaving a finish rich in fruit tart and salted toffee.

With only 6,600 bottles for domestic and international markets, this latest release continues the brand’s tradition of crafting rare, collectible whiskies that celebrate the spirit of the season. The 7^th edition is designed to rival the world’s finest aged whiskies, earning its place among distinguished shelves.

Since its inception in 2012, Paul John Whisky has established itself as a global icon, earning over 330 prestigious international awards. From being named the World’s 3rd Finest Whisky for Mithuna by Paul John with an impressive 97 points, to the Liquid Gold Award for Paul John Single Cask 161 Whisky, the brand’s accolades speak to its exceptional quality and innovation.

The Christmas Edition Series has become a symbol of Paul John’s ability to blend creativity with tradition, reflecting the vibrant culture of its Goan origins.

Experience the festive charm of Paul John’s 7th Christmas Edition, available now in select global markets. Crafted to be savoured straight or with a splash of water or ice, this limited edition promises to be a cherished gift for whisky connoisseurs and collectors alike.

Rampur Signature Reserve Single Malt sells at Rs. 5 lakhs per bottle

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400 Bottles only, Grab it at Hyderabad Airport Duty-Free

Rampur Signature Reserve Single Malt Whisky made history of its own when it the limited release of 400 bottles only sold for Rs. 5 lakhs per bottle. What’s even more surprising is that of the 400 bottles release, only two remain, which can be bought at the Hyderabad Airport Duty Free. The spirit comes from the distillery which produces the oldest single malt in the country.

In commemoration of Rampur Distillery’s 75^th anniversary, Radico Khaitan introduced a super luxury variant of Rampur Indian single malt whisky to the international market. The Rampur Signature Reserve Single Malt is aged in American Standard Oak Barrels with handpicked four distinct casks by the master blender, which are then transferred to specially chosen PX Sherry Butts from Jerez, Spain, for the final maturation phase. Radico feels that it is this dedication to precision and excellence sets Rampur Signature Reserve apart as an exceptional expression of Indian whisky artistry.

Each bottle in this limited-edition collection is individually numbered and carries the signatures of Dr. Lalit Khaitan, Chairman, and the Rampur Master Maker, adding a personal touch to its exclusivity.

But if you aren’t able to grab a bottle of this ultra-exclusive offering, then fear not, the Rampur’s Indian Single Malt Whisky collection offers a diverse price range to suit every enthusiast. Beginning with the Rampur Select at Rs 14,000 per bottle in 2016, it includes the now sold-out PX Sherry variant at Rs 12,000 per bottle and the approachable Rampur Double Caskat Rs 8,500 per bottle in 2018. Leading the range is the prestigious Signature Reserve priced at Rs 5,00,000 per bottle, launched in 2018. Accompanying it is the Rampur Asava priced at Rs 10,000 per bottle since 2019.

Travel Retail exclusive, Rampur Trigun at Rs 17,000 per bottle and the Rampur Jugalbandhi series starting at Rs 40,000 per bottle.

Abhishek Khaitan, Managing Director of Radico Khaitan, expressed his excitement about this milestone, stating, “We are thrilled to announce that the last two bottles of Rampur Signature Reserve, out of the 400 bottles produced, are available exclusively at Hyderabad duty-free. This represents not just a whisky, but a legacy of Indian craftsmanship and heritage, inviting enthusiasts, collectors, and travellers to experience the unmatched quality of Radico Khaitan’s offerings.”

In addition to the Rampur Signature Reserve, other spirits like the Rampur Asava Indian Single Malt Whisky, the rich and complex Rampur Double Cask Indian Single Malt Whisky, the acclaimed Jaisalmer Indian Craft Gin and Gold edition, and the regal Royal Ranthambore Heritage Collection Whisky are also available at Hyderabad duty-free.

Godawan 100 adjudged ‘Single Malt Whisky of the Year’

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Godawan 100, a Collector’s-Edition artisanal single malt, from Diageo India, was adjudged the ‘Single Malt Whisky of the Year’ at the 2024 London Spirits Competition. With 96 points, Godawan 100 topped the score charts in the single malt whisky category from across the world.

Godawan 100 boasts pronounced tropical notes, a lighter palate and a short finish. Its sweet palate reveals notes of caramel, charcoal, cinnamon, and anise, leading to a long, dry finish. Filip Stribrny, Judge, London Spirits Competition, explained “Godawan 100 is a very complex whisky, with rich flavours of dried fruits, sultanas, and dark chocolate. It also has a very balanced flavour profile with a dark, dry finish of oak.”

As India’s first artisanal single malt whisky from Rajasthan, Godawan is pushing boundaries in whisky craftsmanship and this can be witnessed in the other expressions from the brand portfolio, Godawan01 rich and rounded and Godawan 02 fruit and spice, being awarded gold medals at the London Spirits Competition 2024.

“Judges loved the quality of producers from India in the 2024 edition of London Spirits Competition and among the brands, Godawan was the best-preferred brand where all the products from the brand got gold medals,” said Sid Patel, CEO of Beverage Trade Network, organiser of London Spirits Competition.

These wins add to the Godawan’s record tally of 42 national and international accolades for its liquid innovation, packaging design, and marketing campaigns – establishing it as the most awarded Indian single malt in the recent times. In 2023, the whisky made India proud at the globally renowned Monde Selection Quality Awards in Brussels –securing a Grand Gold Medal for its 02 Fruit and Spice Expression and a Gold Medal for its01 Rich and Rounded expression.

The whisky is slow-trickle distilled from locally sourced six-row barley, thereby extracting optimal sensory performance. Distilled in Alwar, Rajasthan, the liquid is matured at temperatures exceeding 100°F, resulting in a whisky with a rich and complex character. The arid climatic conditions observed in Godawan contribute to a heightened “Angel’s share” phenomenon, imparting an extraordinary flavour profile that enthralls the senses. Godawan’s 01 rich and rounded expression offers notes of sultanas and dried fruits on the nose, and raisin, sultana, fig, and apricot on the palate. The finish ends with mature wood, caramel, and a butteriness like baklava. Godawan’s 02 Fruit and Spice expression has fruity aromas on the nose and a palate that boasts rich fruit and floral notes, along with vanilla, sweet ginger, and coconut. It leaves a lingering finish with a dash of spice and roasted coffee beans.

Amrut launches limited editions Bagheera and Portonova in India

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• Jim Murray adds zing to whisky tasting event
• Plan to up exports to 100 countries from 57

As whisky enthusiasts gathered at The Oberoi, Gurugram, on March 3rd for the Amrut Distilleries’ whisky tasting event featuring Jim Murray, a distinguished whisky writer and critic renowned for his unparallel mastery of the spirit, it was evident that this was no ordinary experience. The event provided a platform for enthusiasts to engage, learn, and connect. The day culminated in the unveiling of Bagheera and Portonova, marking their debut in the Indian market.

***Rakshit N. Jagdale, MD, Amrut Distilleries Private Limited***

New products offerings, same class and elegance

Rakshit N. Jagdale, Managing Director, Amrut Distilleries Private Limited said, “We challenge ourselves at every step to craft new Amrut Malt variants. Take Amrut Portonova, for instance, an un-peated single malt whisky, that undergoes a unique maturation process. Initially aged in a blend of new American oak and ex-bourbon barrels, it is then transferred to once-used port pipes imported from Portugal before returning to ex-bourbon casks.”

The name “Portonova” pays homage to the town of Parangipettai in Tamil Nadu. Jagdale describes its flavour profile as offering an exotic and vibrant experience with notes of raisins, vanilla, cherry liqueur, and spices, maintaining extraordinary smoothness despite its full cask strength. Tasting notes reveal a rich nose with fruity hints, toffee sweetness, tropical spices, coconut, and cracked black pepper, while the palate delights with homemade red berry jam, caramel sweetness, tropical fruits, banana fritters, and a subtle saltiness, leading to an exceptionally long and fruity finish with traces of raspberries and cranberries lingering on the palate.

Commenting on Amrut Bagheera, he said, “This single malt is one to cherish. It exudes a sensory journey that is both complex and rewarding, making it a cherished addition to any whisky enthusiast’s collection.”

Bagheera’s profile boasts vibrant fruity notes, with hints of dried fruits and peach, accompanied by subtle undertones of mild orangey citrus, vanilla, and toffee. Upon nosing, one is greeted with the enticing aroma of salted caramel intertwined with dark chocolate, alongside a medley of fruity notes, possibly dried fruits, with a subtle oak presence and a touch of sandalwood that gradually evolves into a floral bouquet. The taste is a delightful fusion of fruity flavours accented by floral nuances, with a velvety, oily texture. The creamy middle is enhanced by hints of sandalwood and wood phenols, expertly balanced by a gentle peat undertone. The finish is both sweet and dry, leaving a lingering essence of peat.

Limited to 300 bottles allocated for sale in Haryana, Bagheera proves to be a highly sought-after and competitive endeavour, given its status as a truly premium and versatile whisky offering. Jagdale noted, “Since the market release is limited to Haryana and considering their distinctive richness and special status, the MRP for Portonova is approximately ₹15,000, while Bagheera is marked at ₹23,000 per bottle.”

Murray endorses

***Jim Murray, Whisky Writer, Critic & Author of The Whiskey Bible***

The tasting event gave an opportunity to whisky lovers to get a peek into the world of Amrut. Murray said, “I’ve known Rakshit [Jagdale] for an extended period. He embodies humility, gentleness, and authenticity, much like his father – a fact I find truly honourable. His expertise is on par with their master distiller and blender, Ashok Chokalingam. Together, they possess an acute understanding of the essence and nuances of their whiskies. I have a genuine appreciation for their creations. While I offered some minor input in guiding their direction, my primary inclination is to assist others naturally. When they released Amrut Fusion, I was thoroughly impressed. It stood out as a pinnacle of quality and innovation. In fact, I ranked it as the third-best whisky I tasted in 2010 due to its exceptional balance. The growing demand for their products prompted them to double their capacity. The recent additions, Bagheera and Portonova, hold immense promise. The dedication of the entire team is apparent in the exceptional quality of their products.”

Future plans and projections

***Raju Vazirani, Head of Business Development & Adviser***

Talking about future plans, Raju Vaziraney, Head of Business Development & Adviser, said the goal for Amrut is to remain a trusted brand in India and a place to find innovation and freedom. This means further experimentation into the soul of single malt distillation. “We will be taking our products to 100 countries around the world by 2030. Additionally, we have plans to introduce several special edition releases exclusively for the Indian market in the upcoming years. Furthermore, we intend to distribute limited batches of Portonova and Bagheera to regions beyond Haryana, but it’s important to move with the aspirational trend among Indian customers, emphasising the cautious approach in opening new markets without sufficient stock.” Amrut is presently exporting to 57 countries.

Amrut Team L-R (Mr. Gurmeet S. Johal, MD – GD Group – Mr. Ashok Chokalingam, Master Distiller of Amrut Distilleries, Mr. Rakshit Jagdale, MD, Amrut Distilleries and Mr V. Ravindran, Head of Marketing, Amrut Distilleries

Gurmeet S. Johal, MD of GD Group, the official distributor for Amrut, added, “We handle a few states for them in North India, including Punjab, Delhi, Chandigarh, and Haryana. Our belief in Amrut’s quality is solid, and their commendable passion for their products has been a driving force for us. Over the past six to eight months, we’ve been in discussions with Amrut to bring in some of their exported malts, even in small quantities, to ensure that local consumers can savour the best offerings from Amrut. We strategically selected Haryana due to its premier status as a high-end alcohol market and with a duty-free environment.”

Johal elaborated, “After months of discussions and tastings, involving Jim Murray in the process, we finalised Bagheera and Portonova. These limited quantities were brought into the market. Looking ahead, our plan is to introduce one or perhaps two limited editions annually. Importantly, these limited editions will not be repeated. With Amrut currently offering around 45-46 different expressions of single malt, even if we request one or two each year, it will be 20 years before we consider repeating something. I want the market to understand this about Amrut: we are not merely a one or two-expression single malt company like the rest.”

– Pritisha Borthakur

Amrut launches limited editions Bagheera and Portonova in India

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Jim Murray adds zing to whisky tasting event
Plan to up exports to 100 countries from 57

Amrut Team L to R: Gurmeet S. Johal, MD – GD Group; Ashok Chokalingam, Master Distiller of Amrut Distilleries; Rakshit Jagdale, MD, Amrut Distilleries and V. Ravindran, Head of Marketing, Amrut Distilleries

New products offerings, same class and elegance

Murray endorses

*Jim Murray at the launch of Amrut Bagheera and Portonova*

Future plans and projections

Longitude 77 Whisky Review

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Indian Single Malt whiskies are becoming popular all over the world, known for their great taste and quality. Here we are, bringing you another one that’s sure to impress whisky lovers everywhere, Longitude 77, an Indian Single Malt whisky that has piqued interest in recent months. This offering comes from Seagrams, a Pernod Ricard company, marking Pernod’s inaugural venture into the Indian Single Malt category. This launch is a celebration of the company’s 30-year milestone in India. The Single Malt is priced at ₹5,500 for a 750 ml bottle in Mumbai, with an ABV of 42.8%. It’s important to note that pricing may vary across different states. Currently, it is available in Goa, Maharashtra, Chandigarh, Rajasthan, Haryana, Uttar Pradesh, and Delhi Duty-Free, with plans to expand further. This venture by Pernod aims to honour India’s rich spirit, historical craftsmanship, and local ingredients.

For enthusiasts’ keen on exploring the burgeoning Indian Single Malt scene, Longitude 77 presents an intriguing option. The name ‘Longitude 77’ draws inspiration from the 77° East longitude line that runs through India, reflecting the country’s global position.

Produced in small batches at the Dindori, Nashik (Maharashtra) distillery, Longitude 77 is noted for its unique taste derived from locally sourced ingredients, some of which boast a GI Tag. A Geographical Indication (GI) tag signifies products with a specific geographical origin, possessing qualities or a reputation stemming from that origin, similar to “Scotch Whisky.” Under the guidance of Master Distiller R. Natarajan, Longitude 77 has been crafted to offer a superior taste and luxury experience, justified by its price point.

Packaging

Before we dive into the tasting, let’s take a moment to look at the packaging. This Indian single malt has been aged for an extra period and has matured twice – first in American Bourbon barrels and then in wine casks. Reflecting its premium nature, the bottle is housed in an indigo-coloured canister. The box itself boasts a matte finish and is adorned with a striking map of India, resembling a postcard stamp at its centre. The design is truly eye-catching, though the brand name could have stood out more. The map, featuring the 77° East longitude line running through India, instantly grabs attention, perhaps even more so than the brand name itself. Inside, the packaging includes a unique layer of paper, setting it apart from typical whisky presentations. The bottle, designed in the classic whisky-malt style, looks sleek and appealing.

Nosing

When it comes to nosing, the first thing you’ll notice is a sweet aroma, thanks to its finishing in wine casks. This sweetness is reminiscent of berries, vanilla, and caramel. Alongside, there’s a subtle hint of smokiness.

Tasting

Upon tasting, the flavours of vanilla and caramel sweetness are immediately evident, accompanied by a pleasant bite, characteristic of this smooth and refined spirit. Following the initial taste, a subtle smokiness lingers on the palate, enhancing the whisky’s complexity. This whisky, free from artificial colours, showcases a harmony of caramel, vanilla, and a gentle peat smoke, with a hint of spice adding to its depth. Its profile closely mirrors that of Bowmore, celebrated for its balanced interplay of sweetness and smokiness.

Conclusion

So, what’s the verdict on Longitude 77 whisky? At ₹5,500 in Mumbai, it might seem a bit on the expensive side, and initially, the price did raise some eyebrows. However, it’s worth noting that it can be found at a lower price in other states.

For those who appreciate a gently smoky and sweet flavour profile, coupled with a smooth drinking experience, Longitude 77 is likely to be a hit. It’s particularly recommended for fans of smoky single malts, such as Bowmore and Tomintoul, who are sure to find something to love in this offering.

Indian Single Malts Outperform Global Single Malts

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Indian single malts have come of age, truly. And they have been savoured in India and elsewhere too. The good news is that in 2023, Indian single malts outperformed global brands, with promise of doing better. According to early estimates by the Confederation of Indian Alcoholic Beverage Companies (CIABC) Indian single malts accounted for approximately 53% of total sales in 2023, a very impressive performance considering that Indian single malts are a decade old phenomenon.

As per CIABC estimates out of the total sales of around 675,000 cases of single malts in 2023, Indian-origin makers sold around 345,000 cases and the rest was sold by Scottish and other international brands. Indian brands such as Amrut Fusion; Amrut Kurinji; Rampur Indian Single Malt; Paul John Mithuna; Indri; Kamet; and GianChand have all given the global players a tough competition. The Indian brands have been competing with well established brands such as Glenlivet, Macallan, Lagavulin and Talisker.

Domestic brands grow 23%

In 2022, Scotch brands sold 2,96,000 cases with a 35 % increase in sales, while Indian brands sold about 2,81,000 cases with a 2.4 % increase. With growing popularity, the overtaking by Indian single malts was given. In 2023, the domestic brands have registered a growth of about 23 per cent, compared to 11 % by imported brands.

Indian whiskies have been making global waves too since 2010 when Amrut Fusion got global recognition with Jim Murray’s Whisky Bible ranking it third, after blind tasting of over 4,000 whiskies. In the 2022 International Wine and Spirits Competition, of the 11 awards that came India’s way, four were for single malts.

In sync with premiumisation

The Director General of CIABC, Mr. Vinod Giri said that this has been made possible due to the premiumisation drive that is happening across all segments of the alcohol sector. Indian single malts have upped the game, in terms of quality, presentation and reach, hence the stunning turnaround was expected. Indian distilleries have worked hard to come to this level, matching international brands. CIABC, he mentioned, is working with the Indian players and government agencies to evolve product and process standards that ensure product quality uniformly and consistently.

What is heartwarming is that the Indian consumer, many of whom have travelled globally, knows that Indian brands are making it to the global stage. This endorsement of the ‘Make in India’ products has largely helped sales.

Price-sensitive consumer gravitating towards Indian brands

Hemanth Adapa, founder of Single Malt Amateur Club (SMAC) said “Indian whiskies are riding the third wave of global recognition and success. It is no simple feat that high quality single malt whiskies are being made from scratch in India and repeatedly being featured in the top whiskies of the world. While the awards and ‘expert views are giving the whiskies a thumbs up what is most encouraging is the consumer gravitating towards these. It is an extremely difficult task to convince the price sensitive Indian consumer to reach for an Indian made brand as against a Scotch which has been the mainstay for premium whiskies in India. This has taken a lot of effort by the manufacturers of repute to encourage this transition. While there are other factors to be considered such as the supply chain issues and global shortage of aged Scotch whisky causing many brands to follow an ‘allocation’ strategy towards India, this is no small feat and perhaps the greatest recognition to the quality of these fabulous whiskies.”

Asked whether the short supply of aged Scotch whisky and supply chain issues had led to increased sales of Indian single malts, answered in the negative, adding “This has not been a flash in the pan for it to be short lived. There are many risks around the governance and quality control of the newly formed category of Indian single malts which is very similar to the challenges in the Japanese whiskies but surely not a doubt around the whiskies being recognised today.”

Amrut started it all

The fact that brands such as Amrut and others have been performing consistently is testimony to the popularity of Indian single malts, not just in India, elsewhere too. One cannot forget what Jim Murray the legendary whisky critic of the world had said in 2010 that “Amrut Fusion, whisky from India, can only be a dream of many Scottish distilleries.” Prior to that, Indian whisky was not even considered as a whisky as it was only producing molasses-based whisky. ‘Amrut Fusion’ changed that as it is made of 80 per cent Indian malted barley and 20 % Scottish peated barley.

In 2022, Amrut which soared by 183 % dethroned Pernod’s Glenlivet which grew by 39 %, according to Euromonitor data. In 2022, two Amrut offerings topped the list, much more sales than Glenlivet, followed by Paul John. Amrut Fusion sold 99,000 cases and Amrut Amalgam 94,000, Solan Gold 20,00 and Rampur 10,000 cases.

Global players go local

Such impressive sales have led to global players in India to start Indian brands such Godawan from the stables of Diageo in 2022. Godawan the artisanal single malt whisky is finished in special casks selectively curated with Indian botanicals. In 2023 Pernod launched Longitude 77, its first Indian single malt with plans to export to the UAE and later to other markets. Further endorsement has come India’s way from the Scotch Whisky Association (SWA) which said that India has overtaken France to become the largest market for whisky sales by volume and single malts are also contributing significantly.

Awards galore

From 2010 onwards, Indian single malts have been cornering global awards at regular intervals. The latest is Radico Khaitan’s Rampur Asava Indian Single Malt Whisky which bagged the ‘Best World Whisky’ at the prestigious John Barleycorn Awards. Rampur’s innovative approach to the ageing process distinguishes it from other world whiskies. The Himalayas provide polar opposite climate conditions throughout the year with the flavour of the famous Indian Summer giving Rampur an added dimension and depth. The malt interacts extensively with the cask, resulting in maturation almost four times faster than in Scotland.

Sanjeev Banga, President of International Business at Radico Khaitan Ltd, and the creator of the iconic Rampur range of whiskies says, “Our position as possibly the only Indian company in the industry with products such as Rampur Indian Single Malt Whisky, Jaisalmer Indian Craft Gin and Sangam World Malt Whisky in the super-luxury space, alongside international alcohol companies is testament to their quality. The global availability of our products, coupled with the admiration and recommendations from top experts including this latest achievement in the John Barleycorn Awards, stands as proof of our unwavering commitment to product quality and consumer satisfaction.” Banga further added that Rampur Asava will soon be available for Whisky aficionados in the Indian domestic market.

In emphasising the global significance of Indian whisky, Kunal Madan, Vice President of International Business at Radico Khaitan added, “India commands a staggering 48 % share of the global whisky market. While the majority stays within our borders, the efforts of producers like us have successfully introduced our exceptional Indian whiskies to markets such as the US and UK. In a landscape dominated by only a handful of Indian whiskies, Rampur has earned its place as one of the most highly regarded brands. This recognition reinforces the impact of our journey, guided by quality and innovation, beyond national borders.”

Another Indian single malt to walk away with another prestigious award is the Indri Diwali Collector’s Edition which won the ‘Double Gold Best in Show’ at the 2023 Whiskies of the World Awards, beating over 100 other varieties including scotch, bourbon and British single malts. Indri, the peated Indian single malt whisky is a product of the Haryana-based Piccadilly Distilleries, launched in 2021.

“The industry can offer much more and consumers want much more as well. This growing appetite for experimentation could translate into a brighter future for the Indian spirits market, beyond the projected flatline of 2024,” Vinod Giri added.