Brief by Shorts91 Newsdesk / 12:19pm on 17 Dec 2023,Sunday Lifestyle
Indri, a two-year-old Indian single malt, recently crowned the world's best whisky, is reshaping India's $33 billion spirits market. Priced at $37, it competes with global giants like Glenlivet and Talisker. With rising affluence, global brands are tapping into India's whisky boom. Pernod and Diageo have launched Indian single malts, responding to a 144% surge in Indian single malt consumption in 2021-22. The trend signals a shift from whisky in India to Indian whisky, with experts predicting sustained growth. Indri's success reflects the category's potential, prompting plans for market expansion and capacity increase.
