Producing single malt whisky in India is not only economically viable but also makes strategic sense, says Heemanshu Ashar, Head of Marketing (Luxury Portfolio), John Distilleries Ltd.
Indian single malt whisky is on an upward spiral. Despite the rising costs of raw materials, logistics and a global malt whisky shortage, distilleries ensure economic viability by producing locally, leveraging cost efficiencies, and focusing on premium products. An example of this is Paul John Single Malt with its commitment to delivering exceptional quality, thereby reinforcing its position as a leader in the Indian single malt segment, states Heemanshu Ashar, Head of Marketing (Luxury Portfolio), John Distilleries Ltd.
It is a given fact that there is a rising demand for single malt whiskies in India and there are some key factors driving this change. Primarily, Indian whisky lovers are maturing in their preferences, transitioning from blended spirits to premium single malts as they seek quality and authenticity, encouraged by exposure to global whisky trends. One of the other important factors is that the growth of middle and affluent classes has created a strong demand for premium and luxury products. Further, the 'Vocal for Local' initiative has inspired a sense of pride in homegrown products, including Indian single malts.
Above all, domestic single malts are no longer looked down on and the reason is that they are receiving international accolades, which boosts credibility and consumer interest. One such brand is the Paul John Single Malt, positioned as a pioneer in the Indian single malt category. “From our accessible expressions like Nirvana, Brilliance and Bold to our premium Select Cask range and limited editions, we cater to both new explorers and seasoned connoisseurs,” says Heemanshu. In fact, when it comes to 'premium' drinking, Paul John has been able to single itself out in terms of flavour and experience.
Success Despite Odds
Producing single malt whisky in India is not only economically viable but also makes strategic sense, given the country's unique climatic advantage, which accelerates ageing and enhances flavour. However, challenges such as overcoming preconceived notions about Indian whiskies and competing with the heritage of Scotch brands remain. In the case of John Distilleries, its Indian heritage, six-row Indian barley and sustainable practices, unique tropical ageing, bold flavours and Indian craftsmanship, allow it to stand out.
Rising input costs and logistical challenges also pose difficulties but the brand achieves economies of scale by investing in production capacity. “Regulatory hurdles are other main issues we face, navigating complex excise policies and interstate regulations that can impede distribution and pricing strategies. We tackle these through relentless focus on quality, awards that validate our craft, and a robust portfolio catering to both novice drinkers and connoisseurs,” Heemanshu states.
Though the excise policies are improving, they still present challenges, particularly due to the complexity and disparity across states that impacts pricing and distribution. To tackle this, Heemanshu suggests a non-financial reform in terms of standardising excise label statutory. A uniform tax structure and streamlined approval process would also greatly benefit domestic single malt brands. Additionally, export incentives and reduced export duties would enable Indian brands to compete more effectively on the global stage. At the very least, premium made-in-India products should not be discriminated against in the home country.
Innovation Counts
The single malt category has seen a surge in innovation, particularly in cask finishes, limited editions, and collaborative releases. Paul John, for instance, is synonymous with innovation in the Indian single malt category. Their select cask range — PX Sherry, Oloroso, and Madeira — brings layers of complexity to the whiskies. An equal contributor is the Christmas Edition, the annual festive release which is highly anticipated for its unique blends and experimental cask combinations, such as the 2024 release featuring rum and virgin oak cask finishes, which appeals to collectors and enthusiasts.
The single cask programme is another initiative which offers bespoke bottlings tailored for collectors and whisky clubs, showcasing the depth of the distillery's craftsmanship, like the Alter Ego series which reflects the brand's commitment to exclusivity and craftsmanship./p>
The company is also working with experimental releases like rare casks from Buffalo Trace Distillery to explore new flavour dimensions. The special editions like the Zodiac series, Mithuna and Kanya stand out with the unique experience on offer and Paul John's position as a trendsetter in the category, allowing it to continually excite consumers while pushing the boundaries of Indian single malts.
Time For Norms
When it comes to single malt whiskies, John Distilleries firmly believes that the time has come to introduce standardised guidelines Clear parameters on grain origin, fermentation, distillation and minimum ageing are crucial to ensure quality and maintain the integrity of the category. AGI (geographical indication) tag for Indian single malts would further protect the category and elevate its global standing.
“Like every good leader, Paul John recognises the need for industry guidelines to ensure consistent quality and authenticity in Indian single malts,” Heemanshu agrees. Standardisation would not only enhance consumer trust but also position Indian whiskies as globally competitive.
Meeting Demand
To meet the rising demand, John Distilleries has recently expanded its production capacity to over 3 million litres annually. By rigorously forecasting demand, maintaining optimal inventory levels, and investing in additional casks and warehousing, it ensures a steady supply chain. “Our emphasis on sustainable sourcing of six-row barley and stringent quality controls further strengthens our ability to consistently meet consumer expectations. This is the most crucial part of making Paul John Single Malt the great whisky that it is,” Heemanshu states. The brand connects deeply with its audience through educational programmes, tastings and immersive distillery tours, building loyalty and awareness.
Staying Ahead
While single malts are now at the forefront, those who make it have to necessarily devise strategies to maintain an edge. The Paul John brand does it through several ways, one of them being uncompromising quality. Every step of its production, from sourcing to maturation, reflects the distillery's commitment to excellence. “We are continuously evolving in this space and with collaborative engagement with Sazerac, US,” informs Heemanshu.
New cask finishes, experimental limited editions and travel retail exclusives are part of this roadmap but within the framework of robust brand architecture. Through guided tastings, collaborations with whisky clubs, and PR social media campaigns, the brand creates meaningful connections. Positioning its products in premium and luxury segments where consumers value quality and are willing to invest in exceptional experiences counts a lot. As Heemanshu puts it, despite challenges, the opportunity to craft world-class single malts that reflect India's heritage makes the journey rewarding and worthwhile.
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