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INDUSTRY PROFILE
Indian whisky is a distilledalcoholic beverage that is labelled
as "whisky" in India.
Much Indian whisky is based on spirits that are distilled from
fermented molasses.
Outside of India, such a drink would more likely be labelled a
rum (some brands can
be about 12% malt whisky, with the rest fermented molasses)
Indian whisky and Scotch whisky
The drinking of Scotch whisky was introduced into India during
the nineteenth
century, during the period of the British Raj. Scotch style
whisky is the most popular
sort of distilled alcoholic beverage in India, though India has
traditionally been
thought to lack a domestic drinking culture, with the exception
of Rajputs and Jats.
Although India now has a high level of alcohol consumption, even
to the point where
the government has called for mandatory "dry weekends" where
alcohol is not
purchasable in any market in New Delhi. Whisky, however, has
become fashionable
for wealthier Indians, and as such the market for whisky among
affluent Indians is
one of the largest in the world.
90% of the "whisky" consumed in India is molasses based,
although India has begun
to distil whisky from malt and other grains. Brand names of
Indian molasses whisky,
including "Bagpiper", "McDowell's No. 1", and the partially malt
based "MaQintosh"
suggest that the inspiration behind the Indian whiskies is
Scotch whisky, despite these
products being chiefly made from molasses.
Indian Whisky Brands
Premium Segment
o Black Dog
o Whyte & Mackay
o McDowell's Single Malt Whisky
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Cheap Segment
o Hayward's Whisky
o Old Tavern
o Raja whisky
o magik
Trade controversy
The consumption of native distilled molasses based whisky in
India is encouraged by
tariffbarriers that impose a significant markup of up to 52.5%
on imported whiskies
in India. Imported Scotch whisky bottled under its own brand
makes up only 1% of
the total market share. The substantial tax markup on imported
whiskies has been
categorized by the Scotch Whisky Association as "pure
protectionism".
Under Vijay Mallya's direction, United Breweries has been
acquiring a number of
noted whisky brands and distilleries in Scotland, including
Dalmore, Isle of Jura, and
Whyte & Mackay. United Breweries has been increasing
production at its Scottish
facilities, and has moved to double the production of whisky at
Invergordon. Some of
the Scotch whisky so produced is used toblend with the Indian
molasses whisky.
Indian distillers, by contrast, accuse the European Community of
erecting its own sort
of trade barriers by means of rules that forbid the marketing of
molasses based spirits
as "whisky". Mallya has objected to the EC's refusal of entry to
molasses based
whiskies, claiming that the "imposition of British imperialism
is unacceptable". In a
lawsuit brought in India by the Scotch Whisky Association, the
Delhi High Court
enjoined Indian whisky manufacturers from labelling their
product with the words
"Scot" or "Scotch".
Manufacturers of Indian whisky
http://en.wikipedia.org/wiki/Tariffhttp://en.wikipedia.org/wiki/Scotch_Whisky_Associationhttp://en.wikipedia.org/wiki/Vijay_Mallyahttp://en.wikipedia.org/wiki/Scotlandhttp://en.wikipedia.org/wiki/Dalmore_Single_Malthttp://en.wikipedia.org/wiki/Isle_of_Jurahttp://en.wikipedia.org/wiki/Whyte_%26_Mackayhttp://en.wikipedia.org/wiki/Invergordonhttp://en.wikipedia.org/wiki/Blended_whiskyhttp://en.wikipedia.org/wiki/European_Communityhttp://en.wikipedia.org/wiki/Delhi_High_Courthttp://en.wikipedia.org/wiki/Tariffhttp://en.wikipedia.org/wiki/Scotch_Whisky_Associationhttp://en.wikipedia.org/wiki/Vijay_Mallyahttp://en.wikipedia.org/wiki/Scotlandhttp://en.wikipedia.org/wiki/Dalmore_Single_Malthttp://en.wikipedia.org/wiki/Isle_of_Jurahttp://en.wikipedia.org/wiki/Whyte_%26_Mackayhttp://en.wikipedia.org/wiki/Invergordonhttp://en.wikipedia.org/wiki/Blended_whiskyhttp://en.wikipedia.org/wiki/European_Communityhttp://en.wikipedia.org/wiki/Delhi_High_Court
