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India Dominates IWSR’s Growth Brand Ranking


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It is time to rejoice as Indian whisky brands drive the growth chart of fastest growing brands list published by IWSR. According to the August issue of the magazine, Allied Blenders & Distillers (ABD)-owned Officer’s Choice took the title of the fastest-growing spirits brand for the second year in a row.

Although its absolute volume gains slowed to 18.1% compared to 29.3% in 2013, this slight setback was not enough to prevent the Indian whisky from overtaking Smirnoff by nearly 3m cases in terms of total volumes, having already surpassed both Johnnie Walker and McDowell’s in 2013 to become the biggest global whisk(e)y.

 Officer’s Choice has its feet firmly planted in the working-class section of Indian society, having historically targeted blue collar workers and daily wage earners.

The only non-Indian whisky in the top five is Fireball, the whiskey-and-cinnamon liqueur owned by Sazerac. Since 2009 Fireball has increased exponentially by 3,160%, from 130,000 to 4.2m cases in 2014, and jumped from 11th to third place in the last year. Yet the biggest instance of growth was seen last year when it nearly doubled from 2.2m cases, all while the global liqueurs market lagged behind, achieving growth of only 2.3%. The brand’s popularity is partly down to the way in which owner Sazerac has utilised social media to inspire demand among Millennials, as well as the cultivation of bartenders, and was able to achieve all this on a relatively small advertising budget.

 There are a seven Indian whisky brands in the top 25 and another five brands whose key market is India. As the second most-populous country on the planet and one of its fastest-growing economies, the opportunities within the Indian spirits market are plentiful.

About Rojita Tiwari

Drinks & Destinations is all about news, views, podcast, and stories from the world of drinks, travel, and hospitality…served just the way you like it. Rojita Tiwari is an independent writer, trainer, and consultant in the fields of wine & spirits, travel & hospitality. She is a WSET Level 3 certified professional and listed twice (2013 and 2015) as one of the TOP TEN WOMEN OF WINE IN INDIA by the Indian Wine Academy. With 14 years of experience of working for several publications including a decade-long experience of heading the editorial of a leading alco bev magazine, now she is mostly busy- tasting, traveling, writing, training and educating people about the wonderful world of wine & spirits. She also hosts India's first podcast on drinks and travel - The Drinks & Destinations Podcast. Tweet @rojitatiwari or connect with her on drinksanddestinations@gmail.com Cheers & Happy Reading!


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