| LIQUOR: Scotland's market for single malts in India can only grow connoisseurs.
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| Next time you’re at a bar with friends and someone asks, “Make mine a single,” you can be sure it isn’t the size of the peg measure that’s under discussion.
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| Overseas, scotch drinkers have moved to single malt scotch whiskies (for the uninitiated, most scotches consist of blends), and India is echoing market trends in an evolving market for the finest that Scotland offers.
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| Stuart R Harvey, master brewer and master blender for Inver House Distillers, who produce and market Glen Drummond single malts, India is at an exciting pickup point, and he’s addressed a masterclass each in Bangalore, Mumbai and, last evening, in Delhi, pointing out differences between malts, grain, Irish and Scotch whiskies and bourbons, exploring their flavours — and yes, subtly placing the Glen Drummond characteristics on the mat.
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| Distilled at its Knockdhu distillery (one of five that Mason & Summers owns) in the Scottish Highlands, regional sales director Rajiv Bhatia says globally, 10 per cent of scotch whisky drinkers are single malt loyalists.
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| “The number is even smaller in India,” he smiles, “but that’s where the opportunity lies.” And Glen Drummond produces a small enough quantity of malts — 1.2 million units or thereabouts — as compared to larger brands like Chivas.
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| For now, Bhatia insists the market size for single malts is a minuscule 5,000-8,000 cases in India, but it’s a number that could grow. “That,” he suggests, “should be how much Glen Drummond alone will sell in India” — against competition from the likes of Glenmorangie, Glenlivet, the largest selling single malt Glenfiddich or McCallan — “because India has a fairly large young population that has inherited a tradition of drinking brown spirits.”
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| Besides, points out Harvey, Glen Drummond is a perfect fit for the Indian palate. “There’s nothing purer than a single malt whisky,” he sing-songs, “all there is is malted barley, water and yeast.”
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| And, of course, a cask that is traditionally wood (though many large distillers have shifted to steel) which brings in the flavours one associates with a good malt — woody, with citrus, fruit and floral flavours.
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| “There are two periods of fermentation, with the second fermentation very important, as in the case of fine Bordeau or Burgundy wines,” says Harvey.
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| And in the case of Glen Drummond, the flavours and aromas and light peaty taste have just the right appeal for Indian consumers. “We offer a great price proposition,” he says.
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| And at Rs 900 for a Glen Drummond Blue, and Rs 1,200 and Rs 2,200 for the eight and 12 year olds, who knows, he may just be right. |
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