Craft and creative cocktails will lead the way for whisky

Whisky trends in the premium segment will be defined by terroir, finesse, rare editions and refined storytelling

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For whisky enthusiasts, the year ahead holds promise with limited edition launches, rise of made-in-India single malts and cocktails imbued with the amber liquid.

"From a consumer standpoint, I see happy times for availability of whiskies in India, at least in select markets," says Hemanth Rao, co-founder of the whisky appreciation community, Single Malt Amateur Club (SMAC). His observation can be traced to a significant transformation in consumer preference during the pandemic.

The premium segment of this spirit got a boost in the pandemic as whisky drinkers veered towards nuanced flavours and sought better quality. When the lockdown closed borders about four years ago, Indian manufacturers-who clocked in significant export revenue pre-covid had to shift their focus to rising domestic demand. Goa's John Distilleries, for instance, unveiled the single malt Mithuna (translates to Gemini) from its Zodiac series in 2020. The following year, Piccadilly Distilleries, headquartered in Gurugram, introduced the award-winning triple distilled single malt Indri Trini.

Global alcohol makers were not far behind. Diageo launched the small batch artisanal whisky Godawan from its distillery in Rajasthan in 2022. This trend of Indian distilleries and global behemoths creating exclusive bottles for India will continue and get bigger, predicts Rao.

From terroir-driven imprints to the growing popularity of Japanese drams, here are some trends that will define 2024.

TERROIR AND CRAFT