The Modern Whisky Table: How India Drinks Together Now

Authored by: Hasan Bakhtawar, Chief Operating Officer – Cased Business, Angus Dundee India

Whisky in India has developed into a reflection of social connection and spending confidence. It now sits at the centre of both conversation and commerce, drawing equal attention from established drinkers and new enthusiasts. India accounts for nearly half of the world’s whisky consumption, and the category continues to grow in both volume and value. Behind that growth is a shift in attitude, whisky is being treated as a shared experience rather than a formal indulgence.

The market has become wider and more layered. Imports of Scotch, Irish, and Japanese whiskies have grown, but Indian distilleries have built an identity of their own. Brands such as Amrut, Indri, and Rampur have gained global recognition, earning awards and export contracts. Their progress has influenced the emergence of small-batch producers across different zones, particularly in the west and south. Distillers are focusing on locally sourced grain, tropical maturation, and limited-edition releases designed for Indian palates.

Bars and restaurants across metro and tier-1 zones now curate whisky-led experiences. Tasting menus, single-malt counters, and paired dining sessions are common in premium hotels and independent venues. Bartenders experiment with native ingredients like clove, betel leaf, coffee, and ginger to create distinct Indian whisky cocktails. The result is a scene that values story and skill as much as heritage.

Growth Beyond the Metro Belt

The southern zone has emerged as the most active whisky market in India. Tamil Nadu, Karnataka, Telangana, and Kerala contribute a major share of national whisky sales, supported by stable consumption patterns and strong retail infrastructure. In these states, whisky enjoys popularity across income groups, and consumers are showing increasing preference for mid-range and premium bottles. Tier-1 and tier-2 markets in the region have driven steady growth for both imported and Indian labels.

The western zone follows closely, with a mix of hospitality investments and evolving drinking culture. Maharashtra and Gujarat have seen a sharp rise in home-bar purchases and private tasting events. The eastern and northern zones display varied consumption trends; from blended whisky in semi-urban clusters to single malts in metro circuits. Together, these markets represent a nationwide broadening of taste.

Retailers across tier-2 and tier-3 cities report that whisky drinkers are now more informed. Consumers often enquire about maturation, cask finish, and grain source before buying. Online delivery and duty-free stores have helped increase access to diverse brands. Social acceptance

of whisky drinking has also grown, particularly among working professionals and younger audiences.

Women now form a significant segment of whisky drinkers. They participate as consumers, educators, bartenders, and distillers. Industry data shows steady female representation in premium whisky consumption across metro and tier-1 zones. This visibility has changed the way whisky is positioned and discussed in public spaces.

Home consumption remains a strong driver. Compact bar setups have become common in urban households, and whisky features as a preferred choice for personal gatherings. The drink has become part of informal hospitality, reflecting comfort rather than hierarchy.

Industry and Cultural Shifts

Distilleries are investing in modernisation and sustainability. Many producers use renewable energy, manage water usage efficiently, and adopt recyclable packaging. Export volumes for Indian whisky continue to grow in Europe and Southeast Asia, while domestic demand expands through travel retail and festival-led promotions.

Bars and hotels now see whisky as a key part of their brand identity. Seasonal campaigns coincide with cultural events and tourist peaks. During the festive months, whisky often leads the gifting category, appearing in corporate hampers and family celebrations across zones. This period consistently records the highest national sales.

Digital platforms have built an ecosystem of whisky education and engagement. Online groups, review pages, and short-form video content have made tasting culture accessible to a wide audience. This exposure has created informed consumers who evaluate whisky by character and craft. The awareness also pushes distillers and importers to maintain consistency and quality.

The industry continues to face challenges in taxation and interstate regulation. Licensing requirements and duties vary widely, limiting smooth distribution. Producers and trade associations have called for streamlined policies that allow easier interstate movement and support smaller distilleries.

Despite these hurdles, India’s whisky culture stands at a moment of maturity. The drink unites regions, professions, and generations under a shared sense of enjoyment.