'The India-UK FTA is an enormous win for both the Indian consumer and the Scotch whisky industry. It will make whisky more affordable while expanding the Scotch market by about a billion dollars.'
Sazerac Company, the largest distiller in the US, is looking to leverage India's position as the world's largest whisky market to introduce a range of bourbon whiskies in the country. Identifying India as a key priority market, Diego Bianchi, general manager of emerging markets and Barrel Select at Sazerac Company, told Business Standard that new consumers, including women, will be key drivers for the growth of the category in India. "India, particularly, is where some of the fastest-growing consumers are.
McDowell's, the whisky brand owned by USL, sold 19.27 million nine-litre cases of Indian made foreign liquor whisky in 2012, compared to Officer's Choice whisky, owned by the Chhabria-led Allied Blenders & Distillers, which sold 18.55 million cases.
Johnnie Walker, the largest Scotch whisky, was also helped by healthy growth in India and South Africa.
According to various senior UB Group officials, the strategy of 14 power brands' focus is expected to be rolled out soon.
According to International Wine and Spirits Research, India's whisky consumption doubled between 2007 and 2012 to about 1.4 billion litres.
This comes in the wake of allegations of financial irregularities by the erstwhile management led by Harish Moolchandani.
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