McDowell's No.1 is World's No. 10 among biggest global spirits brands by volume

BANGALORE: Indian whisky McDowell's No 1 has regained its place among world's 10 biggest global spirits brands by volume in 2010, making it the second Indian brand in the toppers' list after Bagpiper.

Placed alongside leaders such as South Korean Soju Jinro, Bacardi- Martini's Bacardi rum and Diageo's Smirnoff vodka, the whiskies from Vijay Mallya-led United Spirits mopped up volumes mostly through sales in India, according to London-based liquor research firm IWSR.

McDowell's No. 1 whisky recorded 10.6% year-on-year growth in volume to 15.37 milllion cases in 2010. It was in the top 10 list in 2008, but missed out in 2009. Bagpiper, meanwhile, moved up two slots to the seventh place at 16.92 million cases of 9 litres each.

The numbers include sales to defence canteen services and exports to Gulf markets. The Indian liquor industry, the third largest in the world after China and Russia, has been under the radar of international firms looking to expand. The Indian spirits market is threatening to unseat Russia in registered tax sales by 2013.

About 19 million Indians enter the legal drinking age in the country every year. The Indian spirits market grew 16% from a year ago to 234.40 million cases in 2010, IWSR data showed. The 2.8 billion global spirits market grew at its fastest pace in a decade at 9.75% during the same period.

Nearly half of the top 100 liquor brands in 2010 were from Asia. "Rising prosperity and more disposable income are the main reasons for the growth rates of so many Asian brands and particularly the marked growth of so many Indian whisky brands and the top brandy and rum brands...

Having more cash to spend means the consumer buys better, slightly more expensive local products," IWSR Chairman Val Smith said. Twenty Indian liquor brands across the portfolios of Allied Blenders & Distillers (ABD), John Distilleries, Pernod Ricard India, Jagatjit Industries, Mohan Meakin, Radico Khaitan and Tilaknagar Industries showed up in the top 100 list.

However, United Spirits ruled the roost with nine of the 20 Indian brands such as Celebration rum, McDowell's brandy and Old Tavern whisky. ABD's Officer's Choice whisky, which occupied the 11th position, recorded a volume growth of 24.4% to 15.26 million cases in 2010.

In May, the company had said it plans to overtake Bagpiper, which grew 3.8% in the same period.

"Indian liquor companies have big volume brands but when it comes to value and profitability they are fairly low. Although companies are launching premium brands, the dynamics of the industry is not going to change dramatically too fast," said an industry expert.