Skip to navigationSkip to content
Reuters/Vivek Prakash
So much to drink.

Four of the world’s five fastest growing spirits brands are Indian whiskeys

Indian whiskeys are now the world’s fastest growing spirits brands.

Officer’s Choice—a 27-year-old brand promoted by Mumbai’s Allied Blenders & Distillers (ABD)—is leading the pack. It has become the world’s largest spirits brand by volume, overtaking Smirnoff, in June.

The other Indian brands, according to London-based International Wine and Spirit Research (IWSR), include Diageo-owned McDowell’s, Pernod Ricard’s Imperial Blue, and Royal Stag. Of the world’s top 25 fastest-growing spirit brands, 12 are Indian.

“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,” IWSR said in a report. “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, especially among this lower socio-economic group.”

Meanwhile, whiskey continues to be a favourite among Indian tipplers. Domestic consumption of whiskey grew by 4% between 2013 and 2014, while the sales of all other spirits, including rum, vodka and brandy, saw a decline in consumption.

Subscribe to the Daily Brief, our morning email with news and insights you need to understand our changing world.