India's Love for Whiskey shines: McDowell's Tops the List

When it comes to enjoying a drink, India prefers its beverages in abundance. As one of the largest consumers of alcohol, it's no surprise considering the country's growing population. And in India, whiskey reigns supreme.

India's adoration for whiskey is evident in the high sales of its popular brands. According to the 2023 report from Drinks International's The Millionaires' Club, McDowell's Whisky claims the top spot as the highest-selling whiskey brand and the third-highest selling alcohol brand overall. The crown for the highest-selling alcohol brand, however, goes to Jinro soju, which sold a staggering 100.9 million cases in 2022, with a growth of 6.8 percent from the previous year. Ginebra San Miguel gin secured the second position with sales of 37.9 million cases in the same period.

Indian whiskey McDowell's Whisky proudly holds the third spot, having sold 30.8 million cases in 2022, experiencing a growth of 2.3 percent. Royal Stag and Imperial Blue Indian whiskeys claimed the 6th and 7th positions, respectively, with sales of 27.1 million cases and 24 million cases. Another Indian whiskey, Blenders Pride, made its mark at the 17th spot with sales of 9.5 million cases in 2022. Indian whiskeys 8PM and Royal Challenge saw significant growth, with sales of 9.1 million cases and 7.2 million cases, respectively, representing a remarkable surge of 53.2 percent.

The report highlights that India stands out prominently in the list, considering its position as the most populous country in the world. Consequently, it comes as no surprise that India is also one of the fastest-growing markets for alcohol sales.

Moreover, India's affinity for Scotch whiskey surpassed that of France, making it the largest market for Scotch whiskey this year. The report emphasizes the impressive growth of companies such as Tilaknagar Industries' Mansion House and Diageo/United Spirits' Royal Challenge, both of which witnessed over 50 percent growth on their already substantial volumes.

Indian whiskeys dominate the list of top-selling whiskeys. McDowell's, Royal Stag, and Imperial Blue secured the top three positions. Scotch whiskey Johnnie Walker and American whiskey Jack Daniel's claimed the fourth and fifth slots, respectively, with sales of 22.7 million and 14.6 million cases. Irish whiskey Jameson, Blenders Pride, Scotch whiskey Ballantine's, 8PM, and Canadian whiskey Royal Crown followed suit, forming the top 10 whiskey brands in 2022. Notably, five out of the top 10 whiskey brands are Indian whiskeys.

The report points out that only four of the Indian whiskey brands—McDowell's (2.3 percent), Imperial Blue (-0.4 percent), 8PM (-5.2 percent), and Director's Special (3.4 percent)—did not experience double-digit growth in 2022. On the other hand, 8PM Premium Black (55.6 percent) and Royal Challenge (53.2 percent) emerged as two of the fastest-growing brands within the supplement.

In the realm of vodka, Diageo's Smirnoff, Pernod Ricard's Absolut, Radico Khaitan's Magic Moments, and Bacardi's Grey Goose hold the position of highly sought-after brands worldwide. Smirnoff alone achieved sales of 28.1 million cases in 2022, with Absolut following closely at 13 million cases. Magic Moments and Grey Goose attained sales figures of 4.8 million and 4.2 million cases, respectively.

In the realm of rum, Bacardi, Diageo's Captain Morgan, Diageo/United Spirits' McDowell's No 1 Celebration, and Radico Khaitan's Contessa emerged as some of the highest-selling brands globally. Additionally, Tilaknagar Industries' Mansion House, Radico Khaitan's Admiral, and Diageo/United Spirits' McDowell's stand out as leading brands in the world of brandy and cognac.

The report concludes by stating that brands showcasing strong performance in the Indian market had a "bumper 2022." Notably, Diageo/United Spirits' Black Dog and Tilaknagar Industries' Courrier Napoleon Brandy crossed the million-case threshold, signifying their remarkable success.