29th June, 2021 by Alice Brooker
India is one of the world’s biggest spirits producers, and the past year proved challenging for the country’s whisky brands. In this ranking, we analyse how the category’s top sellers performed.
Just two of the top 10 best-selling Indian whisky brands experienced growth in 2020
Last year, Indian spirits faced major obstacles in the form of the Covid-19 pandemic and a 150% import tariff.
However, a new ‘enhanced trade partnership’ with the UK could lower or remove the levy. The deal includes a a £1 billion (US$1.41bn) trade‐and‐investment package, and could remove the large tariff on UK-made whisky.
The tumultuous year of 2020 led to just two of the top 10 best-selling brands experiencing growth. All the same, the top brand of 2019 held its place on the leaderboard, despite a 16.4% drop in million-case sales.
This year’s title of Indian Whisky Brand Champion was given to Sterling Reserve for the third year in a row. While it wasn’t among the category’s top 10 brands, it managed to retain its sales figures from the year prior despite its competitors suffering double-digit declines.
Earlier this month, through Brand Champions 2021 report outlining the sales of the world’s biggest spirits brands. Based on our findings, we’re counting down the top-selling Indian whiskies on the market.
Data listed is to one decimal place for ease of reading, but the percentage changes are based on the full data supplied to The Brand Champions 2021 report.