Indian single malt matures

Indian single malts, once overshadowed by international brands, now account for 53% of total sales, with brands like South Seas Distilleries’ Crazy Cock making a splash

The whiskey market in India has experienced remarkable growth over the past decade and has become one of the largest and most diverse spirits markets in the world. India is now both a major consumer and producer of whisky, with a market that includes a wide range of products from mass-market brands to premium single malts. The size of the whiskey market in India is estimated to be approximately USD 21.13 billion by 2023.

By 2024, whiskey market revenues are expected to reach $17.4 billion. By 2024, the volume of the whiskey market is expected to reach 3.3 billion liters. It may come as a surprise, but the fact remains that India is the second largest export market for Scotch whiskey by volume, although Scotch whiskey only has a 2% share of the Indian whiskey market. Moreover, Indian single malts are increasingly gaining recognition and competing with international brands. The Indian single malt whiskey market is growing and will reach $18.38 billion by 2023. The market is expected to grow at a CAGR of 5.34% between 2023 and 2027.

In one of the major milestones, Indian single malt whiskeys have created history by surpassing renowned international brands in terms of sales. According to the Confederation of Indian Alcoholic Beverage Companies (CIABC), Indian single malts would account for 53% of total sales in 2023. The entry of brands such as Crazy Cock single malt whiskey by South Seas Distilleries is another notable development. As the market expands, more players are coming in with their premium offerings, making India a major player in the global whiskey market.

South Seas Distilleries, India’s oldest malt distillery and home to the largest maturation warehouse, has expanded its luxury single malt brand Crazy Cock to Haryana. Crazy Cock was launched in December 2023 and offers two different expressions: ‘Rare’ and ‘Dhua’. Founded in 1984 in Dahanu, Maharashtra, South Seas Distilleries has a rich heritage supplying luxury malts to top brands worldwide and India. Known for its tropical maturation process, the distillery houses the largest copper stills in the country and produces some of the oldest luxury malts. With the expansion into the consumer market, the distillery presents its line of premium single malts under the Crazy Cock brand.

Rupi Chinoy, director of South Seas Distilleries, highlights the family’s long-standing relationship with malting: “Our heritage predates most players in the industry. After years of excelling in the B2B space, we are proud to introduce Crazy Cock Single Malts, featuring some of the finest matured malts from our private collection.” The distillery’s production process is entirely in-house, from mashing to bottling, with each batch aged in rare oak barrels.

The term ‘Crazy’ in ‘Crazy Cock’ reflects the passion, belief, resilience and determination of the founder. At a time when Indian single malts were virtually unheard of, forty years ago, he founded one of India’s first malt distilleries with the largest copper stills India has to date. Despite countless challenges, he harbored the visionary belief that India could produce luxury single malts that would rival the world’s offerings. The ‘cock’ or rooster (also the brand’s mascot) is a symbol of new beginnings and positivity across cultures. It also marks a new chapter for South Seas as the company moves from supporting the biggest spirits brands to launching its own consumer-facing line. Just as a rooster’s crow heralds a new day, Crazy Cock marks the beginning of South Seas’ journey into the luxury single malt consumer market after four decades of mastering distillation and maturation.

One of the key drivers of this growth is the increasing disposable income of the middle class, coupled with a shift in consumer preferences towards premium and quality products. As a result, more Indians are leaning towards pricier spirits, especially single malts, which were once considered out of reach. Another important factor is the growing demographic of young, urban professionals, who are not only drinking more but also becoming more discerning about their alcohol choices. A whiskey tasting at South Seas to appreciate their Single Malt Crazy Cock was packed and there were young people from all over. Such events had brought about a change in the understanding of drinking and drinking etiquettes gradually seeped in. A whiskey tasting is a sophisticated experience that allows individuals to discover the unique flavors and characteristics of different whiskies. The session often begins with a visual inspection of the clarity and hue of the whisky, followed by swirling the glass to release the aromas. Taking small sips and savoring the complexity of the whiskey is encouraged to fully appreciate its texture and finish. Whiskey etiquette plays a vital role in enhancing this experience. Important practices include holding the glass at the bottom to prevent the whiskey from warming, sipping rather than swallowing, and not adding too much ice, which can dilute the flavors. As India’s whiskey culture matures, the country is likely to continue to make its mark, not only as one of the largest whiskey markets in the world, but also as a producer of world-class spirits. In particular, growing demand for single malt whiskeys signals a shift towards more refined flavours, presenting exciting opportunities for consumers and producers alike.