With a big population and plenty of disposable income, America is the world’s most lucrative whiskey market, but it is also very old news. China was supposed to be the next big thing in whiskey, but it never met the too high expectations held for it. But with a legacy of the British Raj that has made it the world’s top consumer of products called “whisky” and a burgeoning middle class, India is more soundly looked to as the next big whiskey market.
Earlier this month, parent company Pernod Ricard announced it would distribute The Glenlivet Founder’s Reserve, the new NAS entry-level Scotch from the world’s top selling single malt brand, in India. It joins four other major Scotch whiskies released in India this year:
- The Glenfiddich 21 Year Old
- Monkey Shoulder
- Old Pulteney 21 Year Old
- Balbair 2003
Add to that Jim Beam solving its long standing import headaches by bottling in India and Jack Daniel’s Tennessee Honey reaching the Subcontinent, and there is more whiskey in India than ever before.