Suntory Global Spirits is on track to achieve sales of 2 million cases of Oaksmith Indian-made foreign liquor (IMFL) whisky in 2026, marking a major milestone for the brand seven years after its launch in India. The company’s Chief Executive Officer Greg Hughes said Oaksmith has delivered double-digit growth since its debut in 2019, supported by wider distribution and stronger marketing initiatives.
Speaking following the release of Suntory Holdings’ first-half 2026 results, Hughes said Oaksmith has recorded significant growth in India and remains on course to meet the company’s 2 million-case target this year. He attributed the brand’s performance to continued distribution expansion as well as high-impact marketing campaigns designed to strengthen its consumer reach.
Oaksmith’s association with Indian Premier League cricket teams Rajasthan Royals and Mumbai Indians has also helped increase the brand’s visibility. The marketing activation was carried out through the brand’s namesake bottled-water extension, providing Suntory with an opportunity to build consumer awareness while navigating restrictions around alcohol marketing in India.
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Hughes said Suntory Global Spirits has seen strong performance across its broader branded portfolio in India, including international whisky brands such as Jim Beam and Teacher’s, alongside the strong growth of Oaksmith. The company is increasingly focusing on India as a key growth market for its whisky portfolio.
Oaksmith Drives Suntory’s India Growth
The strong performance of Oaksmith is also contributing to Suntory’s wider Asia-Pacific business. During the first half of 2026, Suntory Holdings reported a 0.2% increase in sales from its combined alcohol businesses to JPY653.6 billion, equivalent to around US$4.4 billion. The company said performance in the Asia-Pacific region exceeded the previous year, with strong growth from Oaksmith in India contributing to the result.
Oaksmith’s progress highlights the growing potential of locally manufactured premium and mid-premium whisky brands in India’s spirits market. Suntory Global Spirits is seeking to expand its presence in India through a combination of Indian-made products and imported international spirits, with Oaksmith playing an important role in building scale.
India-UK FTA Could Boost Imported Whisky
The Indian whisky market is also entering a new phase following the implementation of the India-UK Free Trade Agreement (FTA), which is expected to improve access to imported UK spirits, including Scotch whisky. The agreement has been welcomed by UK spirits producers as it significantly reduces the customs duty applicable to British spirits entering India.
Under the trade agreement, the previous 150% duty on products such as Scotch whisky has been reduced to 75%. The rate is scheduled to decline further over the next decade, eventually reaching 40%. Lower import duties could make premium Scotch whisky more accessible to Indian consumers and support further premiumisation of the country’s spirits market.
For Suntory Global Spirits, the combination of strong growth in Oaksmith, increasing demand for international whisky and a gradually changing premium spirits environment makes India an increasingly important market. Achieving the 2 million-case milestone for Oaksmith in 2026 would further strengthen the company’s position in India’s rapidly evolving whisky industry.
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