The world’s biggest-selling Indian whisky brands
Indian whisky continues to move major numbers and, while the rankings remain the same from last year, a few lesser-known brands showed double-digit growth.
In India, a major market for alcohol sales, whisky is benefiting from a move towards premiumisation as brands release high-end bottlings and single malts to rival Scotch makers. According to IWSR Drinks Market Analysis, premium Indian whisky sales in India will grow sixfold between 2019 and 2027. Data released by the Confederation of Indian Alcoholic Beverages Companies estimates that Indian single malts accounted for nearly 53% of the market’s total alcohol sales in 2023.
In terms of movement, the 10 biggest-selling Indian whisky brands remain in the same order as last year, but larger, more established brands are experiencing slower growth or, in some cases, a decline in sales, while a few newer brands have increased their case numbers by as much as 19.7%.
Indian whisky brands make up four of the 10 biggest-selling spirits in the world.
Below are the 10 biggest-selling Indian whisky brands from this year’s Brand Champions report, which is now available to read online.
All data has been listed to one decimal place for ease of reading, but the percentage changes were calculated based on the full data supplied. All data is recorded in millions of nine-litre cases.
10. Signature
2023: 2.9m
2022: 2.5m
% change: 15.9%
Place last year: 10
Owned by United Spirits, Signature debuted at number 10 on last year’s list, moving 2.5 million nine-litre cases, up 27.4% from its 2021 figure of 2.0m cases. The brand continues to show impressive growth, expanding to 2.9m cases in 2023, an increase of 15.9%. Over those two years, the brand has grown by 45%. It is one of only two brands on this year’s list to experience double-digit growth.
9. Director’s Special Whisky
2023: 3.3m
2022: 3.0m
% change: 8.6%
Place last year: 9
After debuting on the list last year, Director’s Special Whisky climbed to 3.3m cases in 2023, up by 8.6% from the previous year and up by 13.8% since 2021. Like Signature, it is one of four brands on this list owned by United Spirits.
8. Sterling Reserve Premium Whiskies
2023: 5.1m
2022: 5.0m
% change: 1.6%
Place last year: 8
Owned by Allied Blenders & Distillers (ABD), Sterling Reserve has climbed by 1.6% since 2022, and by a whopping 41.6% since 2021– growing from 3.6m cases to 5.1m cases in that span. In June, ABD announced an initial public offering to raise up to 15 billion rupees (US$180 million).
7. Royal Challenge
2023: 8.6m
2022: 7.2m
% change: 19.7%
Place last year: 7
Alongside Signature, Royal Challenge was the only other brand to experience double-digit growth in 2023, with both owned by United Spirits. Moving 8.6m cases represented growth of 19.7% on 2022, while the brand is up a staggering 83% since 2021, when it was at 4.7m cases.
6. Blenders Pride
2023: 9.6m
2022: 9.5m
% change: 1.7%
Place last year: 6
Pernod Ricard-owned Blenders Pride was up by 1.7% in 2023, following an 18.7% increase in 2022. Over the past two years, the brand is up 20%, going from 8m cases to 9.6m.
5. 8PM
2023: 12.2m
2022: 11.9m
% change: 2.4%
Place last year: 5
Radico Khaitan’s 8PM brand continued its growth streak from the past five years, increasing by 2.4% last year to 12.2m cases. Since 2021, the brand is up 7%, going from 11.4m cases to 12.2m. The brand was the Indian Whisky Brand Champion in 2017.
Earlier this year, Radico Khaitan announced a partnership with Danish distribution platform Bemakers to enhance its European business, meaning 2024’s figures could be even bigger.
4. Imperial Blue
2023: 22.8m
2022: 24.0m
% change: -4.9%
Place last year: 4
After experiencing a slight dip in 2022, going from 24.1m to 24m, Pernod Ricard-owned Imperial Blue fell another 4.9% in 2023, registering 22.8m cases. Over those two years, the brand slid a total of 5.4%. The brand was the Indian Whisky Brand Champion in 2018.
3. Officer’s Choice
2023: 23.4m
2022: 24.9m
% change: -6%
Place last year: 3
ABD-owned Officer’s Choice held strong at number three despite falling 6% from its 2022 numbers, moving 23.4m cases as opposed to 24.9m the previous year. This comes after an increase of 7.3% in 2022. ABD’s initial public offering could help the brand to develop next year.
2. Royal Stag
2023: 27.9m
2022: 27.1m
% change: 3.0%
Place last year: 2
Royal Stag rose by 3% to 27.9m cases, maintaining its second-place position, which it secured for the first time in 2022. Owned by Pernod Ricard, the brand has grown 24.6% in the past two years.
1. McDowell’s Whisky
2023: 31.4m
2022: 30.8m
% change: 2.1%
Place last year: 1
For the past five years, McDowells has held the top position, with 31.4m case sales in 2023 – an increase of 2.1%. The United Spirits-owned brand is still more than 3m cases ahead of its nearest competitor, Pernod Ricard’s Royal Stag.
Varun Koorichh, vice-president and category head at McDowell’s, says its growth was “led by a positive momentum in the premium segment as consumers, despite being faced with inflationary pressures, switched to familiar brands”. As for activity during the past year, McDowell’s launched the Yaaron Waali Baat campaign with Indian actor Kartik Aaryan.
The campaign with Aaryan “resulted in positive impact on brand equity metrics and positive business performance”, according to Koorichh. “The brand was salient throughout the year, with a strong digital-first content strategy, as well as activations around key fixed and fluid moments like Friendship Day, Holi (Indian festival of colours), and Diwali, among others,” says Koorichh.
This year, the brand has already moved into Indian single malts with the release of Distiller’s Batch – a whisky finished in Cabernet Sauvignon and Shiraz casks. The launch, which was a “huge success”, aims to premiumise the brand’s portfolio. The company also recently revealed its new X Series, which comprises rum, vodka and gin.
“In the year ahead, we will continue to work towards premiumising the trademark though the McDowell’s Distiller’s batch, and McDowell’s X Series, while elevating our core proposition of McDowell’s No. 1,” adds Koorichh.
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