Tag Archives: Whiskey

“Bourbon, Welcome to India”

Ambrosia Magazine 2025 Awards jury member and global spirits expert shares his take on the future of Bourbon and American whisky in India. He is an award winning whisky expert, Keeper of The Quaich and Whisky Magazine Hall of Fame Member.

For the last twenty-five years whisky has enjoyed an unprecedented global growth in popularity, profit, expansion and appreciation in the alcobev industry, and among adult beverage consumers. While Scotch whisky has definitely dominated the landscape for decades, increasing – global travel, social media and global awareness has seen the world’s whisky industry explode. Whisky drinkers are now global explorers, enjoying flavours, aromas, enthusiasm and excitement from all over.

Nowhere is that more exciting than in India, the world’s largest whisky consuming and whisky producing country. India’s own export whiskies are gaining worldwide recognition, almost daily, as they continue to receive accolades and awards at major international competitions. The excitement is in India as well, not just for locally produced products but for whisky from other countries. The popularity of whisky continues to grow among Indian consumers as they explore outside the traditional boundaries.

Bourbon, together with its sibling Tennessee whisky and with its cousin, American Rye whisky, is America’s most popular spirit and has been enjoying growth at home and abroad. Virtually every alcohol consuming culture has a whisky or two which uniquely identifies with the local ingredients, natural resources and climate. Some emulate Scotch whisky, as Scotch is iconic and renowned for its flavour and its traditions. Others celebrate their differences and use local grains and ingredients to achieve a whisky experience which reflects their origins.

Bourbon is a uniquely American spirit and, by law, regulation and international trade agreements, it is acknowledged and protected as such. To carry the label ‘Bourbon’, it must be made in the United States and distilled from at least 51% corn maize, which brings a sweet and fruity character all its own. The balance of grain, called a “mash bill” must be composed of cereal grains – generally rye or wheat – with some malted barley. Bourbon must be matured in new, charred oak containers. The production standards are very specific and while most Bourbon is produced in the state of Kentucky, it can be made in any part of the U.S.

What does the future hold for Bourbon globally and in India? The global Bourbon spirits market is experiencing strong growth, despite a current slowdown due to international tariffs and uncertainty, with projections indicating a rise from approximately $8.2 billion in 2022 to $12 billion by 2030, driven by factors like premiumisation, craft distilleries and international demand.

Here’s a more detailed look at the bourbon volume growth.

• Premiumisation:

Consumers in India and elsewhere are increasingly seeking higher-quality and premium whisky offerings, leading to growth in the high-end and super-premium categories.

• Craft Distillery Interest:

There is growth in craft distilleries and artisanal whisky production which caters to the demand for unique and distinctive spirits.

• International Demand:

Bourbon’s popularity is expanding internationally, with key export markets like Europe, Japan, and Australia showing significant recent gains.

• Popular Cocktail Culture:

The “Cocktail Revolution” continues to expand internationally. The growing popularity of Bourbon-based cocktails and the expansion of cocktail culture further fuels demand. Many classic whisky cocktails are quite adaptable to Bourbon. India is a current global hotspot for this revolution.

• Cross Demographic Appeal and Affordability:

Bourbon has two very important characteristics which make it particularly attractive. First, accessibility – there is the range of pricing from value brands, which are priced to compete with popular, less expensive spirits to ultra-premium labels which appeal to connoisseurs and collectors. The second, perhaps more important, appeal – Bourbon is transgenerational in its appeal and crosses the full range of enthusiasts of all ages, genders and economic classes. In India, this translates into a product which will appeal to younger, aspirational drinkers and explorers.

• Tourism and Distillery Visits:

With return to global travel and the unique relationship between The US and India, particularly in the tech industry where whisky enjoys exceptional popularity, there is resurgence of tourism and distillery visits, providing immersive experiences for consumers, contributes to market growth. This is particularly apparent in Kentucky and Tennessee just as it is also beginning to happen in India.

• Sustainability:

Many distilleries are embracing eco-friendly practices, aligning with consumer demand for environmentally responsible products.

Market Projections:

• Global Market Value:

The global bourbon spirits market is expected to reach $12 billion by 2030, growing at a compound annual growth rate (CAGR) of around 5.6% between 2023 and 2030.

• North America Dominance:

North America remains the dominant market for bourbon, benefitting from strong local demand and a well-established production infrastructure.

• India and Asia-Pacific Growth:

The Asia-Pacific region is projected to experience the fastest growth in the bourbon spirits market. The opportunities in India are exciting as US Bourbon currently enjoys an import duty advantage over its Scotch whisky competitors and cheaper local IMFL products, making it competitive.

• Producers such as DIAGEO, which makes the incredibly fast growing and much celebrated brand, Bulleit Frontier Whiskey Bourbon, as well as several other American whiskey brands, have a strong advantage because of their already well-established infrastructure and market presence in India as well as their familiarity with local whisky culture.

Specific Growth Figures:

• In 2022, bourbon and Tennessee whiskey volumes in the U.S. grew by 4.2% to 29.7 million 9-liter cases, with revenues increasing by 10.5% to USD 4.5 Billion.

• The global bourbon spirits market was valued at nearly US$ 8 billion in 2022 and is expected to reach US$ 15 billion by 2030.

• The global Bourbon category is predicted to grow by 5% between 2022 and 2031.

• The global bourbon spirits market was valued at $7.8 billion in 2021, and is projected to reach $12.8 billion by 2031, growing at a CAGR of 5% from 2022 to 2031.

The Bottom Line
– Bourbon’s Future in India

India is excited about American whiskey. A new, younger generation of educated, globally aligned consumers is energising the whisky market in India and Asia. Currently there are number of products available in India which includes Jack Daniel’s, Jim Beam, Woodford Reserve, Maker’s Mark, Gentleman Jack and Old Forester. And with the entry of Sazerac through John Distilleries Ltd as well as scores of other US companies, the Indian market will be flooded with bourbon and Tennessee whiskeys. Bourbon enjoys a particularly competitive advantage over other imported spirit products. My prediction – a bright and sunny future for Bourbon in India.

– Steve Beal

Beam Suntory is Now Suntory Global Spirits

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Beam Suntory has rebranded itself to become Suntory Global Spirits, marking the 10 years since Suntory acquisitions of Beam Inc. in 2014. The 10 years has seen the company nearly double its growth from a from a $2.5 billion-dollar company to a $5.5 billion-dollar global spirits powerhouse today.

The rebrand includes the launch of a new website and visual identity to celebrate Suntory Global Spirits’ focus on quality, craftsmanship and sustainability –brand attributes that they feel are connected to and complemented by those of its parent company, Suntory Holdings. The rebrand is expected to help the company drive value as one global team and focus on key priorities including American whiskey, Japanese Spirits, Scotch, Tequila and Ready-To-Drink, while providing flexibility for growth in the future.

Since the acquisition of Beam Inc. in 2014, the company has seen an incredible transformation to become an even stronger organization, led by the shared values of Yatte Minahare, Growing for Good and Giving Back to Society.

“Now is the right moment to deepen our shared passion for the innovation and artistry that deliver incredible experiences through our products and fully unlock our unified advantage across our leading spirits portfolio,” said Tak Niinami, President & CEO of Suntory Holdings and Executive Chairman of the Board of Directors at Suntory Global Spirits. “

“The dedication that Suntory CEO Tak Niinami and Suntory Holdings have shown to advancing our culture and business growth – while also preserving the legacy of craftsmanship and interplay of traditions exemplified in brands from Jim Beam to Laphroaig and Maker’s Mark to Yamazaki – is extraordinary. Becoming Suntory Global Spirits is the natural next step in our evolution,” said Greg Hughes, President & CEO of Suntory Global Spirits.

The company’s new brand platform also pays homage to the bold steps that Suntory and Beam Suntory, now Suntory Global Spirits, have taken over the last decade in pursuit of Suntory Global Spirits’ ambition to become the World’s Most Admired Premium Spirits Company.

The House of Suntory Introduces Hibiki Blossom Harmony, a limited-edition blended whisky

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The House of Suntory, the founding House of Japanese Whisky, recently announced the release of Hibiki Blossom Harmony, a limited-edition blend featuring whiskies finished in Sakura casks.

The Sakura Blossom season in early spring has always been an occasion for celebration in Japan, with many gathering around the beautiful flowering Sakura trees that inspire the Japanese to appreciate life as it blooms. Hibiki Blossom Harmony captures this joyful spirit by blending a rare selection of whiskies finished in Sakura wood casks with diverse matured malt and grain whiskies to create this particular Hibiki.

This limited-edition bottle will be available beginning in October in select global markets including in the United States, the United Kingdom, Australia, Germany, France, Spain, Austria, United Arab Emirates, Netherlands, Italy, Turkey, China, Hong Kong, Singapore, Taiwan, South Korea, Thailand and Vietnam. The expression is bottled at 43% ABV and has a suggested retail price of $160 USD.

Hibiki is a harmonious blend of various malt and grain whiskies from Suntory’s Yamazaki, Hakushu and Chita distilleries. Constantly pushing the boundaries of what Japanese Whisky can be, the House of Suntory continues to explore and experiment with various wood types. The Sakura cask was one that intrigued Fifth Generation Chief Blender Shinji Fukuyo.

“I have been mesmerised by the Sakura cask for the last five years now due to its symbolism, but also because of its distinctive, subtly floral and spicy aroma and flavour notes,” says Fukuyo. “There have been many experiments with malt and grain whisky components, and we found that there was a special alchemy between the grain whiskies and the Sakura cask. It is this special relationship – harmony – that inspired me to create this blend.”

Achieving the right balance and orchestration proved to be a great challenge from the start since the Sakura cask is one with strong character that can easily become overbearing. After a period of trial and error, Fukuyo found that the grain whiskies finished in the Sakura cask best elevated the overall balance, and the end result is a particularly distinctive expression of Hibiki. It begins with an enticing floral bouquet, followed by the signature Hibiki depth and complexity of honey, candied orange peel, jasmine and chocolatey decadence. The finish features surprising bittersweet spicy notes.

Meaning “Resonance” in Japanese, Hibiki embodies the Suntory philosophy ‘To Create Harmony with People and Nature’. As a House of Master Blenders, the House of Suntory has gone to great lengths to explore the breadth and depth of what Harmony can mean for a blend. Hibiki Blossom Harmony celebrates a particular kind of Harmony.

Anheuser-Busch InBev launches Budweiser Magnum whiskey in India

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For a numero uno beer brand to become a whisky brand is step in the right direction especially if the country is India which is a whisky drinking country.

The world over, whiskey has been seeing a renaissance. Bourbons, Scotch, craft distillations are all riding a wave of popularity among millennials. There has never been a better time to be a whiskey lover. The brown liquor is now more popular, more diverse and, most importantly, more delicious than ever.

The Indian alcohol market has been dominated by darker liquids, with 72% of total spirits’ consumption in the country being whiskey. According to the research report – ‘India Whisky Market Outlook, 2027-28’ – India consumed 237.22 million cases of whiskey in 2021 and the consumption is to reach 289.49 million cases by 2027-28, which would generate revenue of over ₹287000 crores.

In a first, brewing company Anheuser-Busch InBev or AB InBev, which has a diverse portfolio of global beer brands, including Budweiser, Corona, Hoegaarden, Stella Artois, among others, entered the spirits market in India with the launch of blended American whiskey under its brand Magnum Double Barrel in select markets. The move is part of the company’s Beyond Beer portfolio. It also is in line with its strategy to tap the trend towards premiumisation in the alcoholic beverages market in the country, while keeping consumer centricity at the core.

Artfully curated for the Indian palate but distinctively global in manufacturing craftsmanship, Magnum Double Barrel whiskey is a combination of American corn whiskey aged in white oak barrels in Kentucky and the finest of Indian single malts aged in ex-Bourbon casks, in Goa. The company is sourcing and blending Magnum Double Barrel whiskey in partnership with Sazerac and their Indian subsidiary JDPL; which has resulted in a blend of signature flavours that are silky soft with a malty and complex, creamy finish.

Commenting on the Beyond Beer portfolio and product launch, Vineet Sharma, Vice President Marketing – South Asia, AB InBev said, “Beyond being the 2nd largest spirits’ market in the world (10% of global spirits consumption) and the biggest whiskey market by volume / consumption — India also enjoys the benefits of favourable demographics, trends complimentary to premiumisation, a positive outlook on ease of doing business (EODB), and policy. We see a huge opportunity for premium offerings across the beverage category, in line with our overall premiumisation strategy. For Indian consumers, the attitude towards premiumisation is category agnostic making the country a lucrative ground for innovations across price points and categories. As a consumer-first organisation, we are actively listening to our patrons and tracking trends, behaviours and the launch of American blended whiskey — Magnum Double Barrel — is an effort to energise, reinvigorate the category, adding much-needed newness, fereshness to it. It is a true homage to the collaboration and exchange between continents, countries and cultures. The unique concoction of American corn whiskey with the finest Indian single malt is a first for the Indian audience.”

For most Indian drinkers, whiskey is an aspirational drink and the elemental choice. Widespread up-trading was evident pre-pandemic; 2021 has seen the trend accelerate significantly. As the second-largest importer of Scotch after France, India has the necessary expertise and skill to distil superior quality, globally admired, critically acclaimed liquids and ready audience in the country’s LDA (legal drinking age) + millennial consumers with disposable income that allows them to experiment. Thus, it’s a lucrative market to tap.

Taking us through their distribution strategy, Sharma said, “India is now amongst the top five markets for Budweiser globally and holds steadfast in its position as the country’s fastest growing premium brand. Over the last few years, we have gone from strength-to-strength and have an established distribution network across the nation. At present, Magnum Double Barrel will be available at select alcohol retail outlets, premium pubs, bars and leading restaurants. The plan is to listen, learn and expand.”

The company has already introduced the product in leading alcohol retail outlets in Maharashtra at ₹2,800, Goa at ₹1,800 for a 750ml bottle, and soon will be available in Karnataka, Haryana, West Bengal, Uttar Pradesh, and Punjab.

Further revealing the plans to promote the brand, Sharma informed that Magnum Double Barrel’s launch campaign — Make New Happen — delivers on the spirit of innovation and originality. “The objective of the campaign is to liberate whiskey by creatively tapping the cultural nerve of consumers who are rewriting the rules of its consumption and breaking perceptions around it. The communication caters to the ever-evolving, diverse tastes and preferences of consumers above legal drinking age who emphasise savouring their drinks by experimenting with flavours and discovering premium alternatives to classic blends. We also have long-standing relationships with music festivals, events, and allied partners, and we will be sampling across to get feedback from consumers. We really want the unique blend to take center stage and let the product speak for itself. We will continue to spotlight people, places, and passions by expertly crafting experiences for contemporary India,” he added.

Indri Trini bags ‘best Indian Single Malt’ @ World Whiskey Awards

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Indri Trini is making waves in its nascent years. The new Indian Single Malt, from the stables of Piccadily Distilleries launched in 2021, has been rated as the ‘Best Indian Single Malt’ across all categories by the World Whiskey Awards 2022.

In the first round of World Whiskey Awards Indri Trini won the category winner tag of Gold. Paul John’s Mithuna and Nirvana was tagged silver and bronze respectively. In the second round, Indri Trini walked away with the title of ‘Best Indian Single Malt’ from India across all categories irrespective of being single cask, cask strength or age.

Awakens five senses

True to its name Indri Trini, the Single Malt awakens all the five senses – smell, taste, touch, sight and sound. Indri or Indirya in Sanskrit refers to these five senses. Indri is a quaint little village situated in the catchment area of River Yamuna, nestled in the foothills of the mighty Himalayas. Indri is the place where Piccadily has one of its distilleries, the other two located in Patiala and Bawal.

Indri Trini is truly the new star that the alcobev world is awakening to. Launched recently, its inaugural expression has bagged some of the most prestigious awards globally. Indri has not only got the Indian Single Malt enthusiasts excited, but also has been generating a lot of attention in the international arena.

Indri backed by a mammoth stock of 40,000 barrels with the distillery churning out 12,000 litres of malt spirit every day is all set for the long haul.

The awards have encouraged the distillery to excel. In its debut year, it has also bagged

● Category Winner, No Age statement at World Whiskey Awards 2022 @www.whiskymag.com

● Winner Asian Whisky of the year at Dom Roskrow’s New Wizards Awards 2022 (that is Best whiskey from India/Taiwan/Japan) https://www.newwizards.co.uk/

● Silver, with a 91 score at The International Wine & Spirit Competition 2022

Dom Roskrow, a spirits writer, editor and consultant specialising in whisky, said, “This was one of the most competitive categories in this year’s Awards, with several gold medal winners competing for the title. This, though, was a revelation and joins a growing band of wonderful Indian whiskies. It is matured in ex sherry, ex bourbon and French oak casks so unsurprisingly there’s a lot going on- berry fruits and red peanuts, lemon, grapefruit and tropical notes, all held in place by freshly shaved wood tannins and soft spice.”

Another feather in the cap is the Silver with 91 points at the International Wine & Spirit Competition. Tasted by the connoisseurs across the globe such as Ivan Dixon, Dawn Davies MW, Andrea Dionori, Jeremy Stephens and Ludo Ducrocq have all praised Indri stating that it is clean, malty nose with oak sweetness and hints of tropical fruits. They have said it is tannic, yet has delicate mouth feel revealing prunes, figs and dates giving it an earthy finish.

Trini, the Three Wood

Trini – The Three Wood, is curated by the distillery’s master craftsmen. It is distilled using the traditional Indian 6 row barley, matured in selected barrels, and blended carefully to bring out the individual contribution of each wood (first fill bourbon, ex-French wine and PX sherry casks) without overshadowing the original whisky profile. Indri Trini is bottled at 46% ABV and is a non-chill filtered whisky.

Nose: Hints of black tea, caramelised pineapple with a whiff of oak from the barrel comes forward, followed by vanilla and honey from the bourbon oak and traces of spiced tannins from the European oak, finally topped up with vinous raisin and sweet sherry notes. Gentle and mellow on the nose.

Taste: Elegant richness, smooth and warm on the sides of the mouth. Gentle spice and wood characters come through, followed by nutty flavours and hints of burnt pineapple, citrus and raisins.

Finish: A subtle and balanced finish where each flavour compliments one another without dominating. A smooth and long after taste with sweet fruity flavours coming up from the warmth of the throat, lingering long after.

The extreme temperature of the Northern plains helps the malt spirit mature faster inside the barrels, naturally. This also means the angels happily take away their share, leaving behind sweet tropical flavours and rich natural colour. The distillery proudly uses no fossil fuels to generate its power needs.

Piccadily Distilleries growing from strength to strength

Thanks to the vast experience, Piccadily Distilleries have been able to touch one milestone after other. Having started in 1953 as a liquor distribution firm as Kedar Nath & Sons, in 1967 it formally registered as Piccadily. The brand has only grown from strength to strength. In 2008, it became the first Indian company to receive permission to produce alcohol from sugar cane juice and in 2009 it imported oak barrels from the United States and began distilling spirits from cane juice. In 2010, the founders’ envisioned the creation of a distillery on par with those of Scotland. It commissioned Raj Industries to build what would become of the largest malt plants in India.

Importantly, the company embraced in 2018 a new philosophy towards producing premium, high-end spirits that adhere to EU and Scottish standards of production while phasing out the molasses-based whiskeys of the past. In 2020, it launched Whistler blended whiskey and conceived Camikara rum – representing ‘liquid gold’. The following year it launched Indri single malt whiskey and this year it released Camikara rum, India’s first sipping rum.

The malt distillery at Indri, located off the famous Grand Trunk Road (which linked Central Asia to the Indian Sub continent for almost 2500 years) was set up in 2012. The distillery is also home to 6 traditional copper pot stills (designed and made in India) and 40,000 barrels. Today, it is India’s largest independent malt manufacturer and seller of malt spirits. The distillery is rapidly expanding its warehousing capacity to hold another 30,000 barrels. A new visitor center is also under construction and will be open for visitors by the end of the year.

To Mark 75 years of Rampur Distillery, Radico Khaitan launches ‘Rampur Signature Reserve Indian Single Malt Whisky ’

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To mark 75 years of Rampur Distillery, Radico Khaitan launches a super luxury variant of Rampur Indian single malt whisky in the International market. These are individually numbered bottles strictly on allocation basis.

Radico Khaitan Ltd launched a super luxury expression of Rampur Indian Single Malt Whisky called ‘Rampur Signature Reserve Indian Single Malt Whisky’ to commemorate 75 years of its Rampur Distillery at The Whisky Show, London and Whisky Live, Paris recently.

The Rampur Signature Reserve Indian single malt whisky is a limited release of 400 bottles worldwide. Each bottled is individually numbered and carries the signature of Dr Lalit Khaitan, Chairman and the Rampur Master Maker. Bottled at cask strength of 43.9%, this exquisite offering is now available in UK, Europe, USA and a few selected markets in Asia Pacific. It will also be available at Dubai Duty Free as well as India Duty Free in the coming weeks.

The Indian Single Malt whisky is named after Radico Khaitan’s first distillery in Rampur and is aged, distilled and matured in the foothills of the scenic Himalayas.

Existing expressions in Rampur Indian Single Malt Whisky: Rampur Select Indian Single Malt Whisky

Aged in the foothills of Himalayas, this exquisite whisky is the Kohinoor of Single Malts.

This beautiful nectar is a winner of many international awards including the Double Gold Medal at San Francisco World Spirit Competition, USA and also rated amongst the Top 20 whiskies of the world at #5.

Rampur Sherry PX Finish Indian Single Malt Whisky

A limited 48 Casks release. A few exceptional casks of Rampur Single Malt Whisky post maturation in American Oak were handpicked by our Malt Master and transferred to Sherry PX Butts from Jerez, Spain for finishing. The result is a rich and fruity whisky with layers of complex spice and dried fruit.

Rampur Double Cask Indian Single Single Malt Whisky

The newest expression of Rampur, has spent 2/3rd of its life in American Oak Bourbon Casks and 1/3rd in European Oak Sherry Oloroso Casks. Delicate balsamic vanilla notes from the American white oak compliment the full-bodied aroma; Rich caramel, dried dark fruits and spicy tonality from European oak add to the depth. Already available in the UK and EU, shipments underway to over 30 countries.

Speaking on the launch, Mr. Sanjeev Banga, President, International Business, Radico Khaitan Ltd said “We are very proud to launch the new expression ‘Rampur Signature Reserve Indian Single Malt Whisky ‘ within three years of release of the umbrella brand. Our Indian Single Malt Whisky – Rampur has gained global recognition and love from its consumers.Today, the brand has emerged as one of the most desired Indian single malt whisky brands in the world and, we hope, the new expression will also gain similar acknowledgement and appreciation from our luxury whisky lovers. We are honoured to provide a chance to savour one of the Oldest Malts from India to the International Single Malt connoisseurs”.