Whyte & Mackay unveils premium whiskey

Indian consumers have never had such wide ranging choices before. They can ride a Rs 1.82 lakh Comet bike, drive a Rs 5 crore Maybach and wear Rs 99,000 Cartier range of jewellery. And, the list does not end here. They can even go high on the world's most expensive whiskey now.

The Glasgow-based global spirit major Whyte & Mackay is planning to unveil its Dalmore single malt whiskey collection in India. The 21-year-old single malt whiskey, that will hit the country next month, will cost Indian customers between Rs 9,000 and Rs 14,000 a bottle.

Almost single malt whiskey - one of the world's oldest and and most expensive whiskies - was introduced in the Indian market in August when it launched its 12-year old range with a price tag of Rs 3,000 to Rs 4,000 per bottle.

Timothy John Woods, distilling quality manager of Whyte and Mackay, said: "The Dalmore 21-year old whisky will offer a different experience to the whiskey connoisseurs in India. The whiskey undergoes subtle transformations as it matures to 12 years old and to 21 years old. As it ages, the aromas and tastes alter and one can detect orange, heather, spice and subtle hints of smoke."

He added the company has identified India as an emerging market for premium whiskey and the single malt brands in particular. "We have in our collection not only 12 years and 21 years old, but also the more costlier 28 years old and the costliest 62 years old single malt whiskey," he said. The oldest whiskey carries a price tag of 25,877 Pounds (Rs 20,70,160) per bottle.

Siddarth Banerji, managing director, Kyndal India, the Indian subsidiary of Whyte & Mackay, said the premium whiskey market was estimated to grow much faster in India as the disposable income of the premium customer segment was increasing and the drinking habits were also changing. The current market size of the single malt whiskey segment in India is about 2,000 cases annually.

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Exotic taste

The 21-year old single malt whiskey, that will hit the country next month, will cost Indian customers between Rs 9,000 and Rs 14,000 a bottle

As it ages, the aromas and tastes alter and one can detect orange, heather, spice and subtle hints of smoke

The premium whiskey market will grow much faster as the premium consumers' disposable incomes are rising and the drinking habits changing