In an exclusive conversation with CNBC-TV18, the Founder and Chairman of John Distilleries reiterated this growing trend, adding that whisky connoisseurs around the world have “caught the bluff of legendary brands” and are increasingly opting for Indian single malts due to their superior taste.
A changing global perception
Sharing his vision for India’s whisky industry, the evolution of Indian brands, and his personal journey in the spirits business spanning over three decades, John said, “Paul John’s entry into the spirits industry has been shaped by his deep connection with whisky.”
Reflecting on the early days of his career, he recalled how whisky was once synonymous with Scotland, Ireland, the US, and even Japan.
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“When I was growing up, whenever we spoke about whisky, my mind went straight to Scotland or the US—American whiskey, Irish whiskey, and Scotch whisky. We had very little exposure to anything beyond that,” he remarked. “Even countries like Japan, which are now renowned for whisky, were not widely known for producing it back then,” he added.
The impact of social media on whisky consumption
John highlighted how social media has reshaped the alcohol industry, dramatically influencing consumer behaviour.
“Social media has completely changed the dynamics of the alcohol industry. People no longer just drink whisky; they talk about what they drink. When I was growing up, nobody discussed the whisky they were drinking. Today, conversations are all about the brand and the experience,” he shared.
The future of Indian whisky: Growth, challenges, and market dynamics
On the future of the Indian whisky market, John provided an unbiased assessment of its current state and potential growth.
“We’ve seen ups and downs over the years,” he said, referencing the fluctuating fortunes of the wine and gin industries. “The wine industry boomed in the early 2000s when the government incentivised wineries, but many failed due to a lack of expertise in wine production. Similarly, the gin boom has faded, and today, you’ll find only a handful of gin brands still standing in the market.”
Acknowledging the rapid expansion of whisky production in India, John pointed out the risks of an oversaturated market.
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“We’re seeing an influx of new distilleries, and people are eager to experiment. However, there are concerns that the market might become oversaturated,” he remarked. While whisky consumption in India is rising, John believes consumer perception still plays a key role in purchasing decisions.
“Many people in India still drink brands without fully understanding what goes into the whisky. For instance, when presented with a choice between a ₹7,000 bottle of Paul John whisky and a ₹2,000 bottle of a popular blended whisky, most people will choose the latter, primarily because they associate foreign brands with prestige,” he explained.
The cost and patience behind premium whisky
Looking ahead, John expressed confidence in the future of Indian whisky despite the challenges.
“It’s going to take time, but we will eventually get there,” he said, highlighting the financial and logistical hurdles in producing high-quality whisky.
“To produce premium single malt whisky, it takes years of investment and patience. For instance, we’re using 20 tonnes of malted barley, which costs around ₹8 lakh just for the grain. On top of that, whisky can only be bottled after it has been aged for several years, sometimes five years or more,” he explained. “How many people can afford to sustain such a long production process?”
Expansion plans for John Distilleries
As for the future of John Distilleries, Paul John revealed ongoing expansion plans.
“We’ve recently begun expanding our production capacity, and we’re considering setting up a new distillery in South India (Bengaluru),” he said. “Our brand, Paul John, is already well-established, and we’re currently selling in 48 countries. However, we’ve had to pause further expansion because we don’t have enough liquid to meet demand.”
