Demand from the high-income segment is pushing up demand for Indian single malt whiskies, and this, in turn, has led to homegrown liquor companies ramping up production.
One such company is South Seas Distilleries & Breweries of Mumbai. Inspired by the Year of the Rooster in 2017, the company launched Crazy Cock single malt whiskey. The brand is the brainchild of Viraf Chinoy, who established South Seas Distilleries, one of the oldest malt distilleries in India, in 1984.
The Chinoys have entered the luxury single malt whisky market at a time when India is witnessing a surge in distinctions for this spirit, with several Indian brands winning international awards and recognition. This launch also aligns with a broader trend in the Indian whisky landscape, as homegrown single malts from Amrut Distilleries, Paul John, and Piccadily Distilleries have outpaced multinational offerings.
The year 2023 marked several milestones for whisky enthusiasts in the country, making it an opportune moment for the Chinoys to unveil their own single malt. The family, with a rich history in alcohol production, has been involved in distilling liquor since the 1920s. The irreverently named Crazy Cock single malt is currently available in two expressions: Crazy Cock Rare (priced at ₹8,900 for a 750ml bottle in Mumbai) and Crazy Cock Dhua (priced at ₹12,500 for 750 ml in Mumbai), each offering a unique maturation process.
The most recent International Wine & Spirit Research (IWSR) report predicts a 13% annual growth in single malt consumption till 2027, surpassing that of Scotch, where growth is pegged at 8%. Notably, Pernod Ricard became the second multinational to introduce its own made-in-India single malt, further emphasizing the category’s potential.