Glenfiddich maker to take on Diageo in India with blended whiskies

Grant's range of brands will compete with Johnnie Walker Red Label while Moneky Shoulder will compete with Diageo's Johnnie Walker Black Label

William Grant & Sons, the UK-based distiller of popular single malt scotch whiskies like Glenfiddich and Balvenie, is expanding its presence in India.

It will take on Diageo by bringing its blended scotch whisky range, Grant's and Monkey Shoulder, to compete with Johnnie Walker Red Label and Black Label, respectively.

William Grant's brands will also compete with Pernod Ricard's Ballantine's scotch.

William Grant had established an Indian presence in 2009 with the Glenfiddich and Balvenie range of handcrafted single malts.

The company plans to bring in its entire product basket in a couple of years.

Besides Grant's and Monkey Shoulder, blended scotch and malt whisky, respectively, William Grant plans to launch the vintage series of Glenfiddich 40 years and Irish whisky Tullamore DEW by 2016.

Shweta Jain, marketing director for Grant's in India, said, "India is in the middle of very exciting times with opportunities blooming in diverse sectors. The start-up ecosystem and the entrepreneurial spirit is the most overarching trend and Grant’s will reflect that in its conversation with Indian consumers."

According to figures released by the Scotch Whisky Association, import of Scotch whisky into India has grown 30 per cent to 80 million bottles in 2014. Scotch whisky exports dipped 7 per cent globally last year.

"India is turning to be a leading market for our brands," Jain added.

The value of Scotch whisky imports also rose 29 per cent in 2014.