‘India could soon be our next launchpad’

With more than 360,000 cases of Irish whisky consumed in India in 2022, the country’s alcobev market is witnessing a sea change. NODJAME CECILE FOUAD, chairman and CEO, Irish Distillers, the maker of Jameson whisky, in an email interaction, tells Akshara Srivastava about the opportunities in India and the brand’s expansion plans. Edited excerpts:

What is the kind of future you see for Irish whisky in India?

India is a strategic market for Irish Distillers. Globally, Jameson is the number one Irish whisky brand, as well as the most-awarded Irish whisky. Witnessing a quadrupling in business over the past two years alone, India has swiftly emerged as one of our foremost priority markets.

How big is the Indian market for Jameson and how do you see it growing in the coming years?

In terms of market ranking, India stands as our third-largest market. However, buoyed by our remarkable success story with Jameson in India, our ambition is to have India ascend to the second spot in the future. The fact that

India is also one of the largest whisky consumers in the world has tipped the scales for us to make significant strides with Jameson. This surge aligns seamlessly with the prevailing trend towards premiumisation, where discerning consumers prioritise drinking less but better.

Have you witnessed a changing perception towards whiskey in

India?

India continues to influence the global landscape for whisky consumption. With growing urbanisation, increasing disposable income and changing consumer preferences in recent years, the Indian liquor industry has witnessed an interesting growth trajectory — one that resonates with increased normalisation towards alcohol.

What are your expansion plans for the Indian market? What is the kind of investment that you will be putting behind this expansion?

In India, our strategy has been laser-focused on growing the Jameson brand and awareness of the Irish whisky category. According to data from International Wine and Spirits Research, more than 360,000 cases of Irish whisky were consumed in India in 2022. Meanwhile, Jameson has grown at a compounded annual growth rate of 96 per cent in the last three years. With three different variants Jameson Irish whiskey, Jameson Black Barrel and Jameson Caskmates — we have ensured that we have something for every kind of consumer. India is full of potential, and we are making inroads by partnering with local distributors and retailers to further strengthen our foothold in the country. We enjoy immense success with our prestige and super premium launches in other markets — India could soon be our next launch pad for the same.

IN TERMS OF MARKET RANKING, INDIA STANDS AS OUR THIRDLARGEST MARKET. HOWEVER, BUOYED BY OUR REMARKABLE SUCCESS STORY WITH JAMESON HERE, OUR AMBITION IS TO HAVE INDIA ASCEND TO THE SECOND SPOT IN THE FUTURE NODJAME CECILE FOUAD, chairman & CEO, Irish Distillers