India: Whisky exports experience remarkable surge in H1 2024

India's whiskey exports have experienced a remarkable surge, climbing 26 per cent to reach $78.5 million in the first half of 2024. This growth highlights a robust performance in the country's liquor export sector, complementing its success in other industries like electronics and smartphones, WION reported on August 24.

According to data analysis by Moneycontrol from the commerce ministry, the increase in whiskey exports is driven by a significant rise in shipments of blended whiskey, which surged by 37 per cent. Exporters are now turning their attention to expanding the market for Indian single malts. Premium whiskey exports also saw a notable boost, nearly doubling to $6.3 million for the six months ending June 30 compared to the previous year.

Vinod Giri, Director-General of the Brewers Association of India, attributes this growth to the increased visibility and assertive marketing of Indian single malt brands. "More Indian single malt whisky brands have been launched and are being marketed more aggressively. This collective noise is always more noticeable," Giri commented. He added that the trend is expected to continue, benefiting from the sector's relatively low base.

India's whiskey exports in the first six months of the year have hovered on the $50-55 million mark for over a decade now. "Indian single malts are being acknowledged the world over. There is much greater awareness of Indian single malts. Thus, they are finding new markets," Giri added.

The Netherlands, UAE, and Ghana have emerged as key importers of Indian whiskey, while the United States has shown growing interest in high-end varieties. This diversification in export destinations underscores the expanding global appeal of Indian spirits.

"America is turning out to be a promising market for high-end Indian whiskeys. Traditionally, West Asia and Africa were major export markets. They were largely value products. America is a big market for high-end value markets," Giri pointed out.

The boost in exports not only reflects the increasing global demand but also signals a strengthening of India's position in the international whiskey market. With ongoing efforts to enhance product quality and marketing strategies, the sector is poised for further growth in the coming years.

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