Whisky lovers in India are in for a treat as a wave of international brands is making its way into the country. From Denmark’s Stauning and Israel’s Milk & Honey to Romania’s Carpathian and Taiwan’s acclaimed Kavalan, nearly a dozen global whisky brands are either entering the Indian market or exploring distribution partnerships.
Industry experts say this trend reflects a shift in Indian consumers’ preferences, as they look beyond the usual Scotch, American, and Irish whiskies to try newer and more diverse offerings.
“Indian whisky drinkers are becoming more adventurous,” says Sandeep Arora, founder of Spiritual Luxury Living, a firm specializing in luxury spirits marketing. “While traditional markets like the UK, Europe, Russia, and the US are becoming saturated or difficult to navigate, India is emerging as a key growth market.”
Arora adds that these global brands are actively seeking local partners to help them establish a presence in India. The country’s interest in premium whiskies has surged, especially since the COVID-19 pandemic, with more consumers willing to pay for high-quality, imported options.
