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How Asian whisky has opened the worldwide door for baijiu, shochu and soju – Category Intel

Eloise Feilden
By Eloise Feilden
13 Min Read

‘Indian whisky proved that a locally-made spirit can compete on the world stage, and that’s created a positive rub-off effect for every other premium Indian category.’
Barrels of Indian whisky at Paul John Distilleries
Asian whiskies now compete with premium expressions from 'old world' regions in both price and prestigeThe success of Indian whisky is building consumer confidence in ‘Made in India’ products, positively impacting heritage and craft spirits produced in the countrySome traditional spirits categories are still struggling with international recognition. Between 2019 and 2024, according to IWSR, the volume of Asian national spirits (including baijiu, soju and shochu) fell at a rate of 7%However, the rise of Korean culture in the West offers an opportunity for soju to gain a foothold in export

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Eloise Feilden
ByEloise Feilden
Eloise is a freelance journalist and editor and has been reporting on the drinks industry since 2020. She spent five years at The Drinks Business, three of which as editor of The Drinks Business Asia. In 2023 she was named the Alan Lodge Young International Drinks Writer of the Year. As a freelance journalist she has written for Global Drinks Intel, Harpers Wine & Spirit, The Spirits Business, The Caterer, Financial Times, Daily Mail and TimeOut.
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