Indian Whisky Brand Champion 2016

Indian Whisky Brand Champion 2016: Bangalore Malt Whisky

Bangalore Malt Whisky has shot into the million case-selling Indian whisky category

With some of the highest volume growth figures across the entire industry last year, Indian whisky proved it is not only one of the most popular spirits sectors in the world, but also one of the most irrepressible.

And making waves within a category as fiercely competitive as Indian whisky is not an easy task – but that is exactly what Bangalore Malt Whisky, our Indian Whisky Brand Champion 2016, has done.

Surpassing the one million case sales mark for the first time, the John Distilleries-owned brand witnessed an impressive 46.7% sales growth in 2015, taking it to 1.1m nine-litre cases.

Currently only available in Karnataka State in India, the brand is now eyeing national expansion to other Indian markets as it strives to reach 2m cases by the end of 2016.

Paul P John, chairman of John Distilleries Pvt Ltd, said: “Bangalore Malt Whisky growth is mainly attributed to the quality delivered at the most economical price deriving value for money in the economy segment.”

“Bangalore Malt’s brand franchise has been contained by targeted and innovative activities aimed at increasing its relevance among consumers.

“Whisky is the most consumed alcoholic beverage in India. Quality coupled with [a] systematic sales plan has driven the success of Bangalore Malt Whisky.

“We have capitalised on the first mover advantage of launching this brand in the economy segment and by introducing a smaller pack size [90ml] to induce trial purchases.”

Outside of its native country, Indian whisky is continuing to premiumise and challenge preconceptions of the country’s ability to produce high quality spirits.

Last year’s champion, Allied Blenders’ Officer’s Choice, also repeated a strong sales performance with a 15.8% rise to 32.9m cases in 2015 and remains the biggest-selling whisky in the world.

Elsewhere within the Indian whisky category, concrete gains were made by Pernod Ricard’s Blender’s Pride (16.2%) and Imperial Blue (24.5%), and United Spirits’ Royal Challenge (38.5%).

Finding it difficult to keep a stronghold in the market, however, were United Spirits-owned McDowell’s No. 1 (-0.5%) and Bagpiper (-15.4%), while the group’s Hayward’s Fine suffered even heavier losses at -37.2%.

Scroll to the bottom of the page to see the rest of our Brand Champions 2016