Edrington Group expands Scotch whisky portfolio in India

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Scottish whisky maker, the Edrington Group is expanding its offering in India to cash in on the country's growing consumption of spirits.

The company today launched its premium blended Scotch whisky brand 'Black Grouse' in India, making it only 16th market globally where the flavoured blended spirit brand from Scotland's top whisky maker is sold.

"We see India as a growing market and there has been a trend towards fuller flavoured whiskies and we felt that the Black Grouse brand delivers this on all levels," Famous Grouse Brand Heritage Director said.

As per the industry estimates Scotch whisky consumption in India is expected to touch 1.3 million cases this year, up from 1.1 million cases last year.

The Edrington Group, which clocked revenues of 420 million pounds last year, has five main brands — The Famous Grouse, Cutty Sark, Macallan and Highland Park. The Black Grouse will be priced at Rs 2,250 per 750 ml bottle.

"Initially, we are starting off in Delhi and the National Capital region followed by other North Indian states. By the next fiscal we should be able to sell the Black Grouse in all the states where we are currently selling our other brand," Edrington Group Director (India and Area Countries) Paramjit Singh said.

He said the company's whisky sales grew 25 per cent in last year and expects the momentum to carry forward.