In an exclusive interview with Outlook Business, Paul John, Chairman of John Distilleries, shared the company’s vision for expanding its reach and introducing more Indian consumers to premium whisky. The company, known for producing Paul John Single Malt Whisky, has recently launched the second phase of its Malt Plant in Goa, increasing production capacity from 1.3 million to 3 million liters per year to meet growing demand.
Since the launch of Paul John Single Malt in 2012, the company has made a mark on the international spirits scene, winning over 330 global awards. Paul John discussed how the brand’s success has helped position India as a competitive player in global liquor production.
Expanding to Meet Growing Demand
In the interview, Paul John explained why this is the right time for the company’s major expansion. “Single malt whisky takes time to establish, especially in India, where it’s still a relatively new concept,” he said. However, in recent years, John Distilleries has seen strong interest from Indian consumers, with its volumes beginning to grow. Single malt whisky, he pointed out, takes six to eight years to mature, so production needs to be planned far in advance to meet future demand.
As demand for premium single malt whisky continues to rise, Paul John mentioned that the company is already struggling to keep up with the growing consumer interest. “We are already unable to supply some of our variants because the demand is outpacing our supply,” he said. This rapid expansion is essential to ensure the company can meet the expected demand over the next few years, with John Distilleries planning to further increase production.
Strong Partnerships and Funding
The company’s expansion plans are supported by a strong partnership with US-based Sazerac, along with bank financing. John said that with this backing, funding for the expansion is not an issue, allowing the company to continue growing without financial concerns.
The Rise of Premium Liquor in India
John also discussed the ongoing trend of premiumisation in the Indian liquor market, where consumers are increasingly willing to spend more on high-end products. In the single malt category, John Distilleries has seen impressive growth of 30-40% in recent years, with more middle-income consumers seeking out quality whisky. This shift in consumer preferences is a key driver for the company’s plans to expand its production capacity.
With the continued rise in demand for premium products, John sees no signs of slowing down. “Given the current trends and the growth trajectory in India, I believe the demand for premium whisky will keep increasing,” he concluded.
John Distilleries is moving forward with its expansion plans, focusing on scaling production to keep up with the growing demand for Paul John Single Malt Whisky, and solidifying its position in both the Indian and international markets.
