Single malt maker raises a toast in southern market

When one considers per capita consumption of premium single malt whiskeys, India roughly consumes 20 pc of the global average. The total market size in India is between 1,50,000-1,70,000 9-litre cases per year. 

The US market size stands at around 2 million cases per year. Robin Coupar is a whiskey expert and global brand ambassador for Gruppo Campari’s whiskey portfolio, which includes Glen Grant Single Malt Scotch Whiskey, Wild Turkey Kentucky Straight Bourbon and Rye Whiskey, Russell’s Reserve Bourbon & Rye Whiskey and Forty Creek Canadian Whiskey. He gives us an idea of the brand’s roadmap in India, “The focus here is our single malt Scotch whiskey brand, Glen Grant. 

India is a well-established market for whiskey in general and there’s a great opportunity here. We will not become a Johnny Walker overnight in this geography. 

It’s important for us to build a foundation here as we see a lot of disposable income among the aspirational consumer, and millennials who are looking towards the gold standard of whiskey – the single malt.” 

The idea has been to retail the brand in the right, on premise, off premise locations – essentially where the whiskey drinkers go. “We are a small producer – we make probably 10 pc of the volumes that Glenfiddich produces. We need to be selective about our points of distribution,” he says.

 Ashutosh Rajput, Country Manager, India Sub-Continent, Campari India, says, “Glen Grant was launched last year in India and we have been working on increasing the footprint – starting with Delhi and Mumbai, and now we are present in about 10 cities. 

The product has been made available with high-end liquor retailers.” 

“Being a dark market, there are limitations on advertising and promotions. That’s where Robin comes into the picture – he conducted master classes in Delhi, Mumbai and Pune last year. This year, it will be held in Chennai, Bengaluru and Chandigarh.” “We are also focussing on the airport duty free channels. Over the next 3-5 years, we will be among the top 5 premium single malt labels being sold in India,” he sums up.