The Indian arm of the global liquor major Pernod Ricard last month signed an MOU (memorandum of understanding) with the Maharashtra government to build India’s largest malt distillery with an investment up to €200m. This was with the sole intention to reduce dependency on Scotch imports for the Indian market. With two of its domestic blended whisky brands (Royal Stag and Blender’s Pride) already produced…

Social taboos, partial or full prohibitions in some states and the ever-changing state excise policies have always challenged liquor producers in the country. Over the years the trade and hospitality industry in general has learnt to survive and even thrive. However, with 28 states and nine Union Territories following their own sets of rules and regulations, running a liquor business in India poses many challenges. …

However, there has been a swift shift towards grain and malt based spirits and an upward movement towards premium and quality drinks in recent times. The country’s current ruling party’s favourable #makeinIndia, #Vocalforlocal and #Supportlocal campaigns have given birth to a new breed of entrepreneurs launching homegrown and craft drinks brands in India. The journey that began with the first Indian single malt producer, Amrut Distilleries,…