Indian single malts, once overshadowed by international brands, now account for 53% of total sales, with brands like Crazy Cock from South Seas Distilleries making a splash
The whisky market in India has experienced remarkable growth over the past decade, emerging as one of the largest and most diverse spirits markets in the world. India is now both a significant consumer and a producer of whisky, with a market that spans a wide range of products, from mass-market brands to premium single malts. The size of the whisky market in India is estimated to be around USD 21.13 billion in 2023.
In 2024, the revenue from the whisky market is expected to be USD 17.4 billion. In 2024, the volume of the whisky market is expected to be 3.3 billion litres. It may come as a surprise but the fact remains that India is the second largest export market for Scotch whisky by volume, though Scotch whisky only has a 2% share of the Indian whisky market. Besides, Indian single malts are gaining recognition and competing with international brands. India's single malt whisky market is growing, reaching $18.38 billion in 2023. The market is expected to grow at a CAGR of 5.34% from 2023 to 2027.
In one of the major milestones, Indian single malt whiskies have made history by surpassing renowned international brands in terms of sales. According to the Confederation of Indian Alcoholic Beverage Companies (CIABC), Indian single malts accounted for 53% of total sales in 2023. The entry of brands like Crazy Cock single malt whisky by South Seas Distilleries is another noteworthy development. As the market expands, more players are entering with their premium offerings, positioning India as a key player in the global whisky market.
South Seas Distilleries, India's oldest malt distillery and home to the largest maturation warehouse, has expanded its luxury single malt brand, Crazy Cock, into Haryana. Launched in December 2023, Crazy Cock offers two distinct expressions, ‘Rare’ and ‘Dhua.’ Founded in 1984 in Dahanu, Maharashtra, South Seas Distilleries has a rich legacy, supplying luxury malts to top global and Indian brands. The distillery, renowned for its tropical maturation process, houses the largest copper-pot stills in the country and produces some of the oldest luxury malts. With its expansion into the consumer market, the distillery is showcasing its line of premium single malts under the Crazy Cock brand.
Rupi Chinoy, Director of South Seas Distilleries, highlights the family's long-standing association with malts: “Our legacy predates most players in the industry. After years of excelling in the B2B space, we are proud to introduce Crazy Cock Single Malts, featuring some of the finest matured malts from our private collection.” The distillery's production process is entirely in-house, from mashing to bottling, with each batch matured in rare oak barrels.
The term ‘Crazy’ in"Crazy Cock" reflects the passion, belief, resilience and determination of the Founder. At a time when Indian single malts were virtually unheard-of, four decades ago, he established one of India’s first malt distilleries with the largest copper pot stills that India has till date. Despite numerous challenges, he held a visionary belief that India could produce luxury single malts to rival the world’s offerings. The 'cock’ or the rooster (also the mascot of the brand) is a symbol of new beginnings and positivity across cultures. It also marks a new chapter for South Seas as the company transitions from supporting the biggest spirit brands to launching their own consumer-facing line. Just as a rooster’s crow heralds a new day, Crazy Cock signifies the dawn of South Seas' journey into the luxury single malt consumer market after four decades of mastering distillation and maturation.
One of the primary drivers of this growth is the increasing disposable income of the middle class, coupled with a shift in consumer preferences towards premium and high-quality products. As a result, more Indians are gravitating toward higher-end spirits, especially single malts, which were once considered beyond reach. Another key factor is the expanding demographic of young, urban professionals, who are not only drinking more but are also becoming more discerning about their alcohol choices. A whisky-tasting session by South Seas to appreciate their Single Malt Crazy Cock was packed and had young people from across the board. Such events had made a change in understanding of drinking along with the drinking etiquettes gradually seeping in. A whisky tasting session is a refined experience that allows individuals to explore the unique flavours and characteristics of various whiskies. The session often starts with a visual inspection of the whisky’s clarity and hue, followed by swirling it in the glass to release its aromas. Taking small sips and savouring the whisky's complexity is encouraged to fully appreciate its texture and finish.Whisky etiquette plays an essential role in enhancing this experience. Key practices include holding the glass by its base to avoid warming the whisky, sipping rather than gulping, and refraining from adding too much ice, which can dilute the flavours. As India's whisky culture matures, the country will likely continue to make its mark not only as one of the largest whisky markets in the world but also as a producer of world-class spirits. The growing demand for single malt whiskies, in particular, signals a shift towards more refined tastes, presenting exciting opportunities for both consumers and producers alike.
