Business
Whisky Maker: On a high: Paul John single malt whisky maker to treble capacity
NEW DELHI: Homegrown whisky maker John Distilleries is increasing the capacity of its single malts by almost three times as it finds demand going strong both in the domestic market as well as in exports, chairman Paul P John has said.
The company, which had revenues of Rs 7,000 crore last year, is investing over Rs 100 crore at its distillery in Goa where it produces its single malt brands such as Nirvana, Mithuna, Peated Select, Kanya, and Brilliance.The company sold 57,000 cases of single malts last year, and this accounted for a share of 13% in the overall premium malt whisky category in India.
“We began doubling our malt producing capacity at Goa two years back. Against the existing capacity of 1.2 million litres, we are now going up to 3.4 million litres,” John told TOI.
John said that Indians are lapping up locally-made single malt brands, which has seen homegrown companies come up with strong, competitive products. “India has arrived. It’s just a myth that Scotland is the only country to produce the best single malts. We can produce better stuff, which can also be seen by the numerous international awards and recognitions that our products are winning.”
And it’s not just in India, but Paul John’s sales are equally strong across global markets, including the UK, the US, Germany, Poland, Belgium, New Zealand, Australia, Japan, South Korea, and the Middle East. “A testimony to our growing acceptance across the world is the fact that we export almost the same amount of single malt cases as we sell in India. Our products are second to none, and have a distinct quality that is appreciated by consumers of single malts across the world.”
Apart from single malts, John Distilleries – where American family-owned spirits manufacturer Sazerac owns 43% stake — is equally strong in the traditional whisky market where its flagship ‘Original Choice’ is one of the world’s Top 10 selling brands.
“On an overall basis, we expect to sell 24 million cases this year, of which 90% will come from Original Choice. We are looking to close the year with a near 20% growth in domestic sales, and between 15% and 20% in exports.”
The company, which had revenues of Rs 7,000 crore last year, is investing over Rs 100 crore at its distillery in Goa where it produces its single malt brands such as Nirvana, Mithuna, Peated Select, Kanya, and Brilliance.The company sold 57,000 cases of single malts last year, and this accounted for a share of 13% in the overall premium malt whisky category in India.
“We began doubling our malt producing capacity at Goa two years back. Against the existing capacity of 1.2 million litres, we are now going up to 3.4 million litres,” John told TOI.
John said that Indians are lapping up locally-made single malt brands, which has seen homegrown companies come up with strong, competitive products. “India has arrived. It’s just a myth that Scotland is the only country to produce the best single malts. We can produce better stuff, which can also be seen by the numerous international awards and recognitions that our products are winning.”
And it’s not just in India, but Paul John’s sales are equally strong across global markets, including the UK, the US, Germany, Poland, Belgium, New Zealand, Australia, Japan, South Korea, and the Middle East. “A testimony to our growing acceptance across the world is the fact that we export almost the same amount of single malt cases as we sell in India. Our products are second to none, and have a distinct quality that is appreciated by consumers of single malts across the world.”
Apart from single malts, John Distilleries – where American family-owned spirits manufacturer Sazerac owns 43% stake — is equally strong in the traditional whisky market where its flagship ‘Original Choice’ is one of the world’s Top 10 selling brands.
“On an overall basis, we expect to sell 24 million cases this year, of which 90% will come from Original Choice. We are looking to close the year with a near 20% growth in domestic sales, and between 15% and 20% in exports.”
