Indri Single Malt Whisky by Piccadily Distilleries has achieved a remarkable milestone, crossing the 1 lakh cases mark within just two years of its launch. This feat has earned Indri the title of the fastest-growing single malt whisky in the world, setting a new benchmark in the spirits industry. The success story of Indri-Trini, as it is affectionately known, is not just about breaking records; it is about redefining the landscape of Indian spirits and establishing a symbol of national pride.
“In a market once dominated by imported labels, Indri stands tall as a beacon of Indian excellence. It’s not just a brand; it’s a symbol of national pride, elevating the status of Indian spirits to unparalleled heights. Indri isn’t just leading the charge; it’s leading a revolution,” said Praveen Malviya, CEO of Piccadily Distilleries.
Since its launch in November 2021, Indri has garnered over 25 prestigious accolades on the global stage, including titles like ‘Best Indian Single Malt’ at renowned events such as the World Whisky Awards and the International Whisky Competition. Its remarkable journey culminated in the Indri Diwali Collector’s Edition being crowned ‘Best Whisky In The World’ at the Whiskies of the World Awards, surpassing competition from Scotch and American rivals.
The success of Indri-Trini has not only brought glory to India but has also solidified its position among the elite club of top-selling single malt whiskies globally. No other single malt whisky, whether from Scotland, Japan, Taiwan, or elsewhere, has managed to surpass the 100,000 cases milestone within just two years of its launch. This achievement speaks volumes about the brand’s exceptional growth, with a staggering 599% increase compared to the previous year.
“In a market once dominated by imported labels, Indri stands tall as a beacon of Indian excellence. It’s not just a brand; it’s a symbol of national pride, elevating the status of Indian spirits to unparalleled heights. Indri isn’t just leading the charge; it’s leading a revolution,” reiterated Praveen Malviya.
The rise of Indri-Trini signifies a significant shift in consumer behavior and preferences, with premium spirits taking the lead. According to industry reports, Indian single malt whiskies have outpaced their Scottish counterparts, witnessing a staggering 144% surge in 2021-22. Early estimates by the Confederation of Indian Alcoholic Beverage Companies (CIABC) indicate that Indian single malts commanded an impressive 53% of total sales in 2023, leaving imported brands trailing behind.
The success story of Indri-Trini is not just about numbers; it is about the spirit of innovation and excellence that defines the brand. With ambitious expansion plans underway, Piccadily Distilleries aims to become one of the world’s top five-selling single malt whiskies. As Indri continues to redefine the standards of Indian single malt whisky, Piccadily Distilleries remains dedicated to pushing boundaries, exploring new horizons, and delivering exceptional experiences to whisky enthusiasts worldwide.
