A Barrel of One's Own

Private cask ownership is redefining luxury in India's whiskey landscape, with bespoke programmes enticing collectors and connoisseurs alike

- BY PRASHANTI MOKTAN

IF JAY GATSBY— from F.Scott Fitzgerald’s fictional world of West Egg in The Great Gatsby—was transported to Mumbai, his parties would end not with champagne toasts but with the clink of crystal tumblers filled with smoky, tropically matured Indian single malt.

The rise of Indian single malt over the last few years has also seen the creation of a market for personalised whiskey casks. These bespoke casks have become the ultimate luxury, enticing collectors to commission one-of-a-kind single malts rather than just purchasing bottles or special editions.

From the balmy tropics of Goa, two alcoholic beverage (alco-bev) companies are leading this cask ownership revolution in India—Diageo India, with its India Rare Spirits programme, and John Distilleries, which has the Paul John Single Cask Program. From the uber luxury, invite-only offering from Diageo India to Paul John’s “approachable luxury” programme, this duo is bringing the best of single malts to the nation and the world.

“Globally, cask programmes have been around for a long time, and what we’re seeing in India is their natural expansion... They have the potential to do very well in India because of the purchasing power and the emotional connection people have with whiskey,” says Vikram Achanta, Founder & CEO of Tulleeho and Co-Founder of 30BestBarsIndia and India Bartender Week. According to Achanta, internationally, brands usually target about a 1% conversion rate for their cask programmes, but in India, they are aiming for 2-3%. “The motivations for ownership are very strong in this country, be it legacy, celebration, or exclusivity,” he says.