In a landmark achievement that underscores India’s burgeoning clout in the global spirits market, Indri Single Malt Whisky has been declared the fastest-growing single malt whisky worldwide. This accolade comes on the heels of Piccadilly Distilleries, the creator of Indri, capturing an impressive 30% market share in the premium spirits category in India.

Indri, India’s first and most decorated triple cask single malt, dubbed Indri-Trini, has not only set a new benchmark in the whisky world but has also etched India’s name in the annals of global spirit excellence. Surpassing a sales milestone of 100,000 cases within just two years of its launch, Indri-Trini has achieved what no other single malt whisky, be it from Scotland, Japan, or Taiwan, has managed to accomplish. This extraordinary feat has propelled Indri into the elite circle of the top-selling single malt whiskies globally, with a growth rate that is nothing short of phenomenal.

The brand has seen an unprecedented 599% increase in sales compared to the previous year, showcasing its dominance and revolutionary impact on the industry. “In a market once dominated by imported labels, Indri stands tall as a beacon of Indian excellence. It’s not just a brand; it’s a symbol of national pride,” stated Praveen Malviya, CEO of Piccadilly Distilleries. Malviya’s vision of Indri leading a revolution in the premium spirits sector is a testament to the brand’s unprecedented success and its role in elevating Indian spirits to new heights.

Since its introduction in November 2021, Indri has amassed over 25 prestigious international awards, highlighting its exceptional quality and craftsmanship. Among its accolades are titles such as ‘Best Indian Single Malt’ at the World Whisky Awards and the International Whisky Competition, as well as ‘Asian Whisky of the Year’ and a ‘Gold Medal’ at the New York World Wine & Spirits Competition. The brand’s crowning achievement came when the Indri Diwali Collector’s Edition was named ‘Best Whisky in the World’ at the Whiskies of the World Awards, outshining its Scotch and American competitors and marking a significant milestone in the global recognition of Indian whiskies.

This surge in popularity for Indri reflects a wider trend in consumer preferences, with a significant shift towards premium spirits. Reports indicate that Indian single malt whiskies have outpaced their Scottish counterparts, with a remarkable 144% increase in sales in 2021-22. According to early estimates by the Confederation of Indian Alcoholic Beverage Companies (CIABC), Indian single malts dominated 53% of total sales in 2023, leaving imported brands in their wake.

Indri’s meteoric rise is more than just a success story; it’s a harbinger of the evolving landscape of the global spirits market, where quality, innovation, and national pride converge to create products that resonate with consumers worldwide. As Indri continues to lead the way, it heralds a new era for Indian single malts on the global stage, promising a future where Indian spirits are synonymous with excellence and distinction.

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