The new variant, Teeling Whiskey Small Batch, is crafted to suit Indian taste preferences, offering a sweet, fruity, floral, and spicy flavor profile.
Jack Teeling, managing director of Teeling Whiskey Company, explained that the Indian market has a long-standing appreciation for whiskey, but what’s exciting is the shift in consumer behavior, with more people now open to experimenting with different flavors.
According to a 2024 report by the International Wine and Spirits Record (IWSR), Irish whiskey has seen impressive growth in India. The country is now one of the top 10 markets globally for Irish whiskey, with demand growing by 80% over the last three years. This trend is expected to continue, potentially making India one of the top five markets for Irish whiskey in the near future. In fact, demand for Irish whiskey in India was six times higher in 2023 compared to 2020.
Bacardi’s new launch is part of a global trend of “premiumisation,” where consumers are opting for higher-quality spirits and drinking less but better. The product will initially be available in Delhi and Haryana, with plans to expand nationwide over the next 24-36 months. Factors such as rising incomes, a growing cocktail culture, and a younger, more adventurous demographic are driving this change in the market.
