After ‘Made in India’ whiskies taste global success, artisanal spirits are poised to make their mark

The rise of artisanal flavoured spirits in India is gaining momentum, driven by consumers seeking authenticity and natural flavours. (Representative image)

By John Royerr 

Indian whiskies have made a significant mark globally, with home-grown brands now standing alongside international giants. According to leading industry sources, this success reflects the growing appreciation for India’s unique terroir and innovative distillation techniques.

Similarly, the rise of artisanal flavoured spirits in India is gaining momentum, driven by consumers seeking authenticity and natural flavours. Brands are tapping into this demand with small-batch production and local ingredients, appealing to a new generation of drinkers. Data from reputable industry reports suggest that the global market for flavoured spirits is set to expand rapidly, with India positioned to make a significant impact on the global stage, much like Indian whiskies have done.

A New Era for Indian Spirits

India’s spirits industry is booming, thanks to its rich diversity of ingredients and innovative distillers. From Himalayan herbs to coastal spices, these elements are infused into small-batch spirits, creating unique flavour profiles tied to specific regions. Microclimates, like Goa’s humidity or the cool Nilgiris, play a key role in the aging process, adding layers of complexity. This focus on local, craft-driven spirits is attracting consumers looking for something distinctly Indian, reshaping the alco-bev landscape and bringing global attention to the country’s artisanal spirits.

The rise of Indian whiskies has been impressive, but challenges remain, particularly around navigating India's complex regulatory landscape. For artisanal spirits, these hurdles are still present but are being tackled head-on through innovation and collaboration with regulatory bodies. Pioneering brands are working to modernize outdated laws to foster growth and support the booming craft spirits movement.

Rise of Artisanal Flavoured Spirits

The evolution of Indian whiskies has refined the local palate, creating a demand for more sophisticated spirits. Artisanal-flavoured spirits are now building on this foundation, catering to a growing consumer appetite for unique, high-quality spirits that can be enjoyed neat or as part of craft cocktails. The explosion of cocktail culture, particularly in urban centers, is driving this change, with bartenders and mixologists seeking locally sourced, premium ingredients to experiment with. This is shaping a new era for Indian spirits, where the focus on quality and innovation is not just keeping up with global trends but setting new standards in the craft spirits space.

Globally, we are witnessing a dynamic shift of every individual towards sustainability and it is becoming a non-negotiable factor, especially in the spirits industry. Indian artisanal spirits producers increasingly embrace sustainable practices, from sourcing locally grown, organic ingredients to implementing eco-friendly packaging and distillation processes. This not only meets the demands of conscious consumers but also sets a standard for the industry, reflecting a commitment to environmental responsibility.

India's Spirits Industry Takes Centre Stage

The global spirits community recognizes the rigorous standards that Indian whiskies have achieved, and there’s a similar push within the artisanal spirits segment to set benchmarks for excellence. This involves not just adhering to international standards but also innovating beyond them—whether it’s in distillation, aging, or flavour infusion—to create spirits that stand out in the crowded global market.

The global recognition that Indian whiskies have gained for their high standards is now extending to the artisanal spirits segment. Producers are pushing beyond international benchmarks, innovating in distillation, aging, and flavour infusion to create unique spirits that stand out. This evolution is part of a broader ecosystem that includes craft breweries, independent distilleries, and boutique bars, driven by passionate entrepreneurs and investors. Together, they are building a more vibrant and resilient spirits industry in India. As the world’s consumers become more adventurous and discerning, Indian spirits are poised to capture attention—not by imitating Western styles but by confidently expressing the country’s rich traditions and modern creativity.

(John Royerr is the Founder of Ochre Spirits).

Views are personal, and do not represent the stance of this publication.