Bengaluru-based Amrut Distilleries plans to ramp up its production capacity by 30 per cent by December 2024.
The whiskey giant’s main markets for mass-market brands are Kerala and Karnataka. But the company is expanding its presence pan-India with its premium segment.
“About eight years ago, we entered the rest of the country with our premium alcohol offerings. Today, we are available in 22 States, and that footprint is slowly growing,” Rakshit Jagdale, Managing Director, Amrut Distilleries, told businessline.
He further noted that the premiumisation of alcohol is booming and Indian consumers are now realising the value of it.
Global expansion
“Single malt whiskey, especially in the UK, was perceived as an elderly gentlemen’s drink. That concept changed 20 years ago when we launched our single malt in Europe because our consumers were young. We now witness the same trend across the US and in India. The younger generation is aspiring to drink better quality and less quantity, and the demographics and the entire concept of premiumisation have changed,” said Jagdale.
Amrut currently has a presence in 57 countries with nearly 50 variants of its single malt whiskey available for purchase. The company's largest market is India, followed by the United States, the European Union, and the UK. Amrut was recently awarded five gold medals at the International Spirits Challenge and has a total of 350 international accolades.
