Paul John Whiskey, known for its range of single malt whiskies, is expanding rapidly as it targets the growing Indian market for premium spirits. The Bengaluru-based brand has officially opened the second phase of its Goa distillery, which now has the capacity to produce 10,000 liters of whiskey per day, up from 5,000 liters. This expansion, which cost around Rs 500 crore, comes as Paul John Whiskey aims to deepen its presence in key markets both in India and abroad.
Founded by Paul John in 2012, John Distilleries, the parent company, has come a long way. Initially uncertain whether single malt whisky would catch on in India, the brand spent several years refining its approach. Despite early challenges and doubts, Paul John Whiskey has become a leader in the Indian single malt category, with products like John Nirvana (India’s top-selling single malt) and premium offerings such as Mithuna and Paul John Single Cask 161 Whiskey.
In addition to whisky, John Distilleries has diversified its portfolio, launching Big Banyan Wines, Malhar Gin, and Paul John XO, a premium brandy. Despite competition from other local single malts like Amrut and Rampur, Paul John continues to grow. The brand’s core markets are Karnataka, Goa, Haryana, and international territories like the US, UK, and Australia, with plans to expand across India in the coming years.
Paul John’s strategy is clear: expand production capacity and build consumer loyalty, while educating Indian drinkers about how to properly savor single malt whisky. The brand also launches limited-edition releases, like its special Christmas single malt aged in Caribbean Rum and American Virgin Oak casks.
Investment from US-based Sazerac, which acquired a 23% stake in John Distilleries in 2019, has fueled this ambition. With new strategic support, Paul John is poised for significant growth, aiming to double its Goa distillery capacity again to 22,000 liters per day within the next four years.
As more Indians shift towards premium, single malt whiskies, Paul John hopes to lead the charge, offering both top-quality products and educational experiences to help consumers appreciate the finer details of whisky tasting.
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