Spirits Up! Indians raise a toast to local whisky

United Spirits’ McDowell’s No.1 retained its tag of the world’s largest whisky brand with sales of 30.8 million cases, despite growing just 2.3% last calendar year.

In fact, three of the world’s top whiskey by volumes sold are all Indian brands, according to the latest Drinks International’s The Millionaires’ Club 2023 report.

With 100 million people expected to enter the legal age for alcohol consumption in the next 5 years, most global firms including Diageo & Pernod Ricard count India among their top 3 markets.