The world’s best-selling Indian whisky brands

23rd June, 2016 by Kristiane Sherry

7. Bagpiper


2015: 8.02m

2014: 9.48m

% change: -15.40%

Place last year: 8

United Spirits’ luck certainly didn’t improve with Bagpiper, which declined 15.40% in 2015. This marks a 50% decline compared to 2011 when the label shifted an enormous 16m cases and was in fourth position as the world’s best-selling Indian whisky brand. Following pressure from the Scotch Whisky Association (SWA), USL agreed to cease all exports of Bagpiper from 1 January 2016 due to concerns the brand’s name could mislead consumers into believing it is Scotch. It will be interesting to see whether a renewed focus on the domestic focus could boost sales, or if the lack of any international footprint will be the cause of further woe in 2016.

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