John Distilleries has announced plans to build a new facility on a 30-acre site in Karnataka, with an investment of ₹600 crore.
John Distilleries Plans New 30-Acre Plant in Karnataka with ₹600 Crore Investment
Following the expansion of its facility in Goa, Bengaluru-based John Distilleries Limited (JDL) is now looking to build a new 30-acre plant in Karnataka, with an investment of around ₹600 crore. The company aims to produce nearly 150 cases of Single Malt and about 2.3 crore cases of all other brands combined by the end of FY25.
Paul P John, chairman of JDL, explained that the Karnataka plant will be a greenfield project with an investment of ₹500-600 crore. However, the company is open to exploring options in other states if they offer better incentives. JDL plans to set up another plant capable of producing at least 12,000 liters per day within the next 3-4 years.
In November, JDL will launch the highly anticipated Weller Bourbon Whiskey variants—Special Reserve and 12-Year—priced at approximately ₹4,500 and ₹8,500, respectively, in partnership with Sazerac. The domestic market already includes brands like Fireball, Buffalo Trace Bourbon, Benchmark Bourbon, and Sazerac Rye.
John also mentioned plans to introduce two new vodka variants: one at a lower price point similar to their Original Choice line within six months, and a high-end version expected next year. Additionally, another gin will be added to their Roulette portfolio.
With a strong domestic and international presence, JDL is optimistic about growth in the Indian liquor market. Over the past 7-8 years, the market has shifted from 30% domestic sales and 70% international to a more balanced 50-50 split. Currently, international sales account for 30-35% of their total, with the domestic market steadily increasing.
Addressing challenges, John noted that due to liquid constraints, the company is focusing on supply management rather than entering new markets. They are struggling to meet targets for some lower-priced brands and anticipate these challenges will continue for the next 2-3 years. Their current priority is optimizing supply and solidifying their existing market presence.
In line with the festive season, JDL will launch its Christmas edition whisky, continuing a six-year tradition. Each year features new packaging and a unique blend, known as the Paul John Christmas Edition, with the current year marked on the label. This year, 8,000 bottles will be available globally, priced between ₹8,000 and ₹10,000, with Goa being the exclusive market in India for its initial release.
John expressed optimism for overall sales growth, aiming for a 20% increase. Last year, the company sold 5 crore cases across all brands.
John Distilleries operates in about 44 countries, including the US, UK, Australia, Germany, Taiwan, and France, offering a diverse portfolio that includes single malts, XO brandy, crafted gins, blended whiskies, and wines. In FY24, Paul John’s Single Malt sales in India reached nearly 72,000 cases, holding about 20% of the premium segment market share domestically, while internationally, it sold over 30,000 cases.
