The Rise of Indian Whisky on the Global Stage
For years, whisky enthusiasts have looked to Scotland, Ireland, and the United States as the gold standard for premium whisky. But in the last couple of decades, India has emerged as one of the most influential players in the global spirit’s market. With a fast-maturing climate, increasingly refined production practices, and a rapidly expanding portfolio, Indian whisky is no longer just a domestic staple—it’s turning heads on the international stage.
India is now the world’s largest whisky consumer, accounting for nearly half of global whisky sales. And within this volume-driven market, a significant shift is underway: consumers are moving up-market, favoring single malts and high-quality blends that tell a richer story. This evolution is reshaping how Indian distilleries produce and position their products, and also opening up new opportunities globally.
At DRAMS, we’re seeing this transformation firsthand. We’ve recently partnered with Radico Khaitan, one of the largest and most respected whisky producers in India. This milestone marks our first major whisky client in the region—and we’re excited to share insights from our team who recently travelled to India to support with go-live.
A Brief History of Indian Whisky
For decades, Indian whisky largely consisted of molasses-based spirits—technically closer to rum by global definitions—but labelled and consumed as whisky domestically.
That all changed in the early 2000s, when producers like Amrut Distillers began creating true single malts made from Indian barley and aged under India’s unique climatic conditions. Their success inspired a wave of innovation across the country, giving rise to world-class offerings that challenge traditional Scotch and Bourbon in both complexity and character.
Now, Indian distilleries are striking a balance between traditional techniques and modern innovation, rapidly gaining international credibility while continuing to dominate their domestic market.
Market Growth: Production, Exports, and Consumption Trends
India’s whisky industry is not only massive in scale— Indian whiskies make up 8 of the top 20 best-selling whiskies globally – it’s growing rapidly in sophistication.
Several key dynamics are shaping the current landscape:
The Power Players
India’s top whisky producers reflect a blend of legacy, scale, and innovation:
- Amrut Distillers – Often credited with putting Indian single malts on the global map, Amrut is the largest whisky producer in the country and a pioneer in premiumisation.
- Sazerac India – Operating under various labels, Sazerac has built a strong second-place position through aggressive expansion and a diverse portfolio.
- Radico Khaitan – As India’s third-largest whisky producer, Radico is a major force in both value and premium segments, known for its globally awarded Rampur
- Piccadilly Distilleries – A fast-growing competitor in the premium market, Piccadilly is gaining traction by offering high-quality single malts like Indri-Trini at competitive price points, shaking up market dynamics.
Unique Climate and Craftsmanship
One of the most distinctive features of Indian whisky lies in how—and where—it’s matured. India’s tropical climate plays a powerful role in shaping the spirit, dramatically accelerating the aging process. Thanks to consistently high temperatures, whisky matures far faster in India than it does in cooler countries, like Scotland. What takes a decade or more in the Highlands can be achieved in just three to five years under Indian conditions, resulting in bold, densely layered flavors.
However, this rapid maturation comes at a cost. The “angel’s share” is significantly higher in India. While Scottish distilleries typically lose around 2% of stock per year, Indian producers can see losses of 11–12% in places like Bangalore, and up to 25% in arid regions such as Rajasthan.
Still, what remains is a more concentrated liquid, often delivering a richer, more robust profile.
Premiumisation in Full Swing
While India has long been known for its volume-driven consumption, consumer preferences are clearly shifting. There’s a rising demand for aged, craft, and premium whiskies—particularly single malts—driven by a growing middle class, increased exposure to global brands, and changing drinking habits among younger consumers. Indian producers are responding with high-end offerings and limited releases aimed at both domestic connoisseurs and global collectors.
Exports and Recognition
Indian whiskies are increasingly respected on the world stage. Brands like Amrut, Rampur (Radico), and Indri-Trini (Piccadilly) have earned top honors at international spirits competitions. As a result, exports are rising—especially to Europe, the U.S., and parts of Asia—further solidifying India’s place as a serious whisky producer.
Looking Ahead: The Future of Indian Whisky
Despite facing significant hurdles—including steep taxation that can range from 150% to 200%, and a fragmented distribution landscape – India’s whisky industry is entering a golden age. Premiumisation is accelerating, global recognition is growing, and producers are pushing boundaries with innovation and craft. Industry analysts forecast that the category could grow by as much as 20% annually over the next ten years, with the alcohol market projected to double in value by 2034, from $56 billion to over $112 billion. In terms of volume; there was an estimated number of 260.07 million cases in 2024 with a compound annual growth rate of 7.6%, reaching 502.80 million cases by 2034.
The companies that thrive will be those who can scale efficiently, differentiate their brands, and continue to evolve with consumer expectations and taste —both at home and abroad.
Our New Connection to the Indian Whisky Industry
We’re excited to be working with Radico Khaitan, India’s third-largest whisky producer and a key driving force in the country’s evolving premium segment. With flagship brands like Rampur, Radico combines deep-rooted heritage with global ambition, producing spirits that are now served in over 85 countries.
What makes this partnership even more significant is the shifting competitive landscape. Radico is navigating a market where premium-focused distilleries like Piccadilly are challenging traditional players with high-quality offerings at lower price points. At the same time, giants like Amrut and Sazerac continue to scale and diversify.
Radico’s ability to compete and lead in this environment makes them an ideal partner—and we’re proud to support their digital evolution as they continue to grow.
On the Ground: A Firsthand Look Inside Rampur Distillery
To support our partnership with Radico Khaitan, Implementation Consultant Ashley Graham led the on-site training and go-live at the company’s Rampur distillery, joined by Product Manager Hayley McMinn. Here’s what they had to say about the experience:
“The first thing that hits you is the scale—Rampur is a massive site, buzzing with activity. But what stood out just as much was the greenery. The team’s effort to landscape the grounds with trees and flowers added a really thoughtful, welcoming touch.”
– Ashley Graham, Implementation Consultant
Ashley led interactive training sessions with Radico’s staff, introducing them to DRAMS and working closely with local teams.
“The team was incredibly engaged and hands-on. You could see how enthusiastic they were about using DRAMS—they asked great questions, helped each other through the system, and really leaned into learning. It made for such a productive, collaborative environment.”
Although the production methods followed traditional Scotch approaches, the influence of the Indian climate was undeniable.
“The maturation here is much faster than in colder climates. One of the highlights was a tasting session of their portfolio—especially an IPA-infused blend that had a unique citrus profile.”
For Hayley, it was the balance of ambition and tradition that stood out.
“The site was full of energy, and the scale of their operations is remarkable—especially compared to what you’d see at a typical Scottish distillery. They’re clearly investing in growth, with new construction underway that shows how committed they are to expanding their malt operations.”
One detail that caught her attention was Radico’s use of manual systems in some of their processes.
“Their racked warehouses use a pulley system to position casks, and their cooling system is essentially a cascading waterfall down the building—it’s striking and quite effective for the climate.”
When it came to the training sessions, Hayley was impressed by the level of engagement.
“The team was very knowledgeable, driven, and really enthusiastic. They picked up DRAMS processing quickly and asked thoughtful questions, making the whole experience incredibly rewarding.”
Both Ashley and Hayley had the chance to sample some of Radico’s premium spirits, including the Jugalbandi Single Malt range.
“We tried a few really interesting expressions. One that stood out was Jugalbandi #4—aged in ex-bourbon casks and finished in IPA casks. I’d never tasted anything quite like it, but I really enjoyed it.”
– Hayley McMinn, Product Manager
Together, their visit didn’t just support a successful go-live—it offered a firsthand view into a dynamic and fast-evolving industry. From the scale of operations to the passion of the team on the ground, it was clear that Radico Khaitan is not only a major force in Indian whisky today, but a key player in where it’s headed next. As we broaden our footprint into this vibrant market, this partnership represents more than just a milestone—it’s the beginning of an exciting chapter in one of the world’s most promising spirits landscapes.
