Indian Whisky Brand Champion 2017: 8PM

Highest-ever volume levels: 8PM Indian whisky

One of the most dynamic spirits markets in the world, Indian whisky packs in both vigorous growth and dramatic declines when it comes to volume sales. In 2016 it was more of the former, with a number of key brands coming back stronger from previous drop­offs than ever before.

One such brand making an emphatic return to growth, and posting its highest­-ever volume levels, is 8PM, from Radico Khaitan – SB’s 2017 Indian Whisky Brand Champion. Offsetting ­4.56% losses with resounding 37.8% gains, the product shone, with a considered repackaging key to harnessing growth.

“In August 2016, we launched 8PM in a 180ml Tetra Pak format,” explained Pallavi Kapoor, deputy general manager marketing, at Radico Khaitan.

“This new SKU not only offered value for money to customers but also enabled us to take the product to remote locations in the domestic market.” She added that it also offered greater consumer convenience and streamlined logistics, which is vital for any upscaling.

And Kapoor is not resting on her laurels: “8PM is a very popular brand in the market; we have plans to do brand extensions and tap different segments of whisky consumers. We shall innovate to enhance consumer satisfaction so as to meet the challenges in the competitive market and to further improve our market share.”

While many Indian whisky brands shone in 2017, it is important to note that some United Spirits brands declined to disclose figures following a move to a franchise agreement in the country.

See the adjacent column to discover the spirits that sold more than 1m cases last year, as well as The Brand Champions 2017 of each individual category.

Indian whisky (Figures: million 9l case sales)