India is the largest consumer of whisky in the world. One company has made a global impact and here is their story.
Paul John, has multiple million-case-selling brands to his name. Established in 1996, his company, John Distilleries, has grown to be a well known “Alcobev” company across the globe. The company also sells Brandy, Rum, Premium Wines and Single Malts.
John launched the brand called Original Choice whisky, a blended malt. He packaged it well and it grew into the company’s flagship. In 2019, the brand sold 12.7 million nine-liter cases, according to The Brand Champions 2020 data, marking a 10.3% increase on its 2018 sales. India remains the brand’s strongest market, particularly South India, John says.
Spotting a gap in the market, John expanded the company’s portfolio with the launch of his namesake brand: Paul John Indian single malt whisky, with the United Kingdom being the first market. From the U.K., John took his single malts to Europe, before heading to Australia, New Zealand, parts of Asia and the U.S,. It was only after three years of pure export sales that Paul John Indian single malts made their debut in India.
John Distilleries was able to build on its global ambitions further when Buffalo Trace Bourbon maker Sazerac acquired an equity stake in the company in 2017. “We have started manufacturing some of Sazerac’s international brands for the domestic market, and we do produce Fireball in India for the Indian market, John explains. It means Sazerac doesn’t face the duty India levies on imported brands, which has been a barrier for brands looking to enter India.
Paul John Single Malt Whisky is sold in 45 countries, including U.S.A., U.K., Germany, France, Canada, Australia, New Zealand and other European & Asian markets. The “India Made Foreign Liquor” products are sold across UAE, Middle East, Singapore and African markets.