Spotlight on the Indian Market for Scotch Whisky
Commercial Spirits Intelligence No.73
This newsletter is a collaboration between Duncan McFadzean of Noble & Co, and Martin Purvis. In this newsletter we leverage our experience, contacts and market intel to provide meaningful analysis that speaks to relevant issues for you.
Spotlight on the Indian Market for Scotch Whisky
In this article, we wanted to dig even deeper into the Scotch whisky export data and specifically we look closely at India. The Indian market has long been heralded as the saviour of whisky producers. Excess stocks being laid down are all viewed through a tariff-free lens based on some sort of free trade agreement with India. A deal before Diwali was cited by the politicians ‘but in which year?’ comes the response from the press and industry commentators. Regardless, it makes sense to examine the recent export data concerning India to see how big the market is right now and what types of whisky are being moved into the sub-continent. This will help set the baseline for the future and support the assessment of future growth potential in this key developing market for Scotch whisky.