How Indian whisky has reached the ‘tipping point’ of global recognition – Category Intel

Indian whisky remains a largely domestic category, but pockets of opportunity are opening beyond its usual bulk markets, in countries like the US, the UK and AustraliaWhile historically targeting the Indian diaspora, brand owners are seeing Indian single malts widen their appeal beyond consumers with cultural tiesIndian whisky is still largely a volume play, but brand owners are channelling their energy into transforming its image into a quality playFollowing the success of Japanese whisky in creating a premium image for itself, Indian brand owners have been inspired to do the same on the glob