Paul John: ‘very encouraging year’ for Indian single malts
The global brand ambassador of Paul John spoke to us about how the Indian single malt category has matured over the past year.
Speaking to The Spirits Business on Indian single malt’s development over the past year, Heemanshu Ashar, global brand ambassador at Paul John, says that premiumisation in world whiskies is growing, “but in a healthy way”.
“Consumers are not just trading up, they are asking better questions, exploring more, and wanting whiskies with character and depth,” he says.
The distillery has emphasised the role of its brand home and visitor centre in Goa in meeting this demand, which has seen “very engaged” guests visit over the year.
“When people connect with the story and the craft behind the whisky, it builds long-term loyalty,” Ashar says. “Interest in single casks, distillery experiences and honest storytelling is increasing. Whisky drinkers want to feel close to the places and people behind the whisky.”
Ashar also believes demand in the brand’s whisky is no longer novelty-driven.
At the heart of this is Indian provenance, which people are embracing. “What was once questioned is now respected,” Ashar says. “Our climate, our barley, and our style of maturation are now seen as strengths.”
Observing the evolving consumer demand for Indian whisky, Ashar notes that the biggest change is confidence. “Consumers now approach Indian whisky with an open mind – and often with pride. They are more aware of flavours, they compare whiskies across countries, and they are willing to spend more for quality.”
Ashar notes Paul John has seen steady growth both at home in India and internationally over the last year, with interest in Indian single malts continuing to rise. The category is expected to ‘post a strong double-digit compound annual growth rate (CAGR) to 2027’ according to IWSR analysis.
“For those of us who have been part of this journey for many years, it is very rewarding to see consumers trust and enjoy what India is creating,” he says.
Earlier this year a trade body called the Indian Malt Whisky Association (IMWA) was established to protect the country’s single malt category, with John Distillers’ Paul P John among its founding members.
Global giants such as Diageo have also invested in the category.
Future opportunities and Christmas release
In 2024, the brand revealed that it expanded its production capabilities from 1.5 million to 3m litres of alcohol annually. Sazerac-backed producer John Distilleries is planning to build a new distillery for the brand after 2030. It has also eyed its domestic market for growth, with a younger audience at home entering the category.
Looking ahead, Ashar feels there is “tremendous opportunity”.
“India’s natural strengths – our climate, our ingredients, and our craftsmanship – give us the ability to create unique whiskies with depth and personality,” he maintains.
Ashar highlights travel retail as an important channel for Indian whisky, with growing interest in its single malts from the US, Europe, and Asia.
He also mentions the pull of cask-finished, single casks and limited editions for drawing excitement.
The distillery has just released the eighth edition of its annual Christmas bottling, which is also the oldest whisky it has released to date – at eight years. The whisky was aged for five years in ex-Bourbon barrels, two years in Sherry cream casks, before the two finishes were then vatted together for the final year of ageing.
Despite this, like all of Paul John’s single malts, it doesn’t have an age statement on the bottle to put focus on the profile, which brings festive flavours of stone fruits and butterscotch, and a finish that the brand says is ‘reminiscent of Christmas cake’.
The Christmas releases are limited and are available in select international markets, with 6,254 bottles available globally of the eighth edition and 420 bottles reserved for the UK. The brand has said the bottles have gone on to become highly sought-after collectibles.
With that said, Ashar adds that “gaining visibility and shelf space against long-established whisky nations requires patience and consistent quality”.
“The curiosity for world whisky is stronger than ever, and that gives all of us great encouragement. The world is ready for new whisky voices, and India has a very special one to offer.”
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