Founder and Chairman of John Distilleries, Paul John, told CNBC-TV18 that global whisky connoisseurs now recognise the superior quality of Indian single malts and are making the switch.
There is no doubt that Indian single malts and whiskies are selling like hotcakes abroad. On a recent visit to Australia, my brother noticed that almost all Indian single malts and top whiskies were occupying shelves of liquor outlets, where one would otherwise see domestic, Japanese, or Scottish brands on display. This leaves little doubt that Indian brands are making their way into Australian homes.
In an exclusive conversation with CNBC-TV18, the Founder and Chairman of John Distilleries reiterated this growing trend, adding that whisky connoisseurs around the world have "caught the bluff of legendary brands" and are increasingly opting for Indian single malts due to their superior taste.
A changing global perception
Sharing his vision for India's whisky industry, the evolution of Indian brands, and his personal journey in the spirits business spanning over three decades, John said, "Paul John's entry into the spirits industry has been shaped by his deep connection with whisky."
Reflecting on the early days of his career, he recalled how whisky was once synonymous with Scotland, Ireland, the US, and even Japan.
"When I was growing up, whenever we spoke about whisky, my mind went straight to Scotland or the US—American whiskey, Irish whiskey, and Scotch whisky. We had very little exposure to anything beyond that," he remarked. “Even countries like Japan, which are now renowned for whisky, were not widely known for producing it back then," he added.
The impact of social media on whisky consumption
John highlighted how social media has reshaped the alcohol industry, dramatically influencing consumer behaviour.
"Social media has completely changed the dynamics of the alcohol industry. People no longer just drink whisky; they talk about what they drink. When I was growing up, nobody discussed the whisky they were drinking. Today, conversations are all about the brand and the experience," he shared.
The future of Indian whisky: Growth, challenges, and market dynamics On the future of the Indian whisky market, John provided an unbiased assessment of its current state and potential growth.
"When I was growing up, whenever we spoke about whisky, my mind went straight to Scotland or the US—American whiskey, Irish whiskey, and Scotch whisky. We had very little exposure to anything beyond that," he remarked. “Even countries like Japan, which are now renowned for whisky, were not widely known for producing it back then," he added.
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