In recent years, the landscape of the alcohol industry has undergone a remarkable transformation, especially in India. Once fervently chasing imported labels, consumers now find themselves drawn to the homegrown gems that have taken the market by storm. From the rich depths of whiskies to the intricate botanicals of gins, Indian brands have not only captured the hearts of locals but have also garnered global recognition, challenging the traditional dominance of foreign labels. At the forefront of this revolution stands Indri, a whisky that has become synonymous with excellence, winning a plethora of prestigious awards and captivating enthusiasts worldwide.
A Shift Towards Indian Brands
Gone are the days when consumers solely sought after imported spirits. Today, there’s a palpable shift towards supporting local craftsmanship and celebrating indigenous flavours. This trend is fueled by a desire for finer experiences and a sense of pride in Indian heritage. As consumers become more discerning, they are drawn to brands that offer authenticity and innovation, qualities exemplified by Indri.
With a plethora of awards under its belt, including the prestigious title of ‘Best Indian Single Malt’ at esteemed competitions like the World Whisky Awards, Indri has firmly established itself as a force to be reckoned with. But what sets it apart? What makes it so beloved by whisky enthusiasts worldwide?
CEO of Piccadily Distilleries, Praveen Malviya, sheds light on the essence of Indri, stating, “Indri or Indriya in Sanskrit refers to the 5 senses – smell, taste, touch, sight and sound. It proves to be an ideal spirit for those embarking on the exploration of the rich world of single malts.” This sentiment is echoed in every aspect of Indri’s creation, from its unique maturation process to its exceptional flavour profile.
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Indri, A Fusion Of Tradition And Innovation
At the heart of Indri’s allure lies its status as India’s first triple cask single malt. Dubbed Indri-Trini, this whisky undergoes maturation in three distinct casks: ex-bourbon, ex-French wine, and PX Sherry. Each cask imparts its own distinctive flavours, resulting in a harmonious symphony of taste that captivates the palate. The journey begins with ex-bourbon casks, infusing the whisky with rich sweetness and delicate vanilla undertones. Next, it moves to ex-French wine casks, where it absorbs nuanced flavours of red fruits and subtle spices. Finally, it finds its home in Pedro Ximénez Sherry casks, adding a decadent sweetness of raisins and caramel. Through meticulous blending, Indri-Trini emerges as a masterpiece of craftsmanship, offering a sensory experience like no other.
But Indri’s uniqueness extends beyond its flavour profile. Its terroir, nestled in the tropical climate of Northern India, plays a pivotal role in shaping its character. The extreme temperature fluctuations accelerate maturation, allowing the whisky to absorb a richer array of flavours in a shorter timeframe. This distinctive environment lends Indri its signature depth and complexity, setting it apart from its counterparts.
A Testament To Quality
The accolades speak for themselves, with Indri-Trini garnering over 25 esteemed global awards since its launch. From the Whisky Explorer Awards to the International Spirits Challenge, Indri’s accolades are a testament to its unparalleled quality and craftsmanship. Its recent crowning as the ‘Best Whisky in The World’ at the Whiskies of the World Awards solidifies its status as a true icon of the industry.
These are some of the accolades in Indri’s name:
Indri-Trini:
- The Whisky Explorer Awards 2024 (Best World Whisky – Gold)
- VinePair – Best New World Whiskey 2024
- Tokyo Whisky & Spirits Competition 2023 – Gold
- International Spirits Challenge 2022 – Gold
- World Whiskies Awards Category Winner 2022
Indri Dru:
- The ‘Best Indian Single Malt’ At World Whiskies Awards 2024
Penetrating New Markets
But perhaps the most telling testament to Indri’s success lies in its sales figures. “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”, says Praveen Malviya.
With an unprecedented growth rate of 599% compared to the previous year, Indri has become the fastest-growing single malt whisky in the world. Crossing the 1,00,000 cases mark within just two years of its launch, Indri has not only broken records but reinvented the game entirely. This masterpiece has not only conquered the Indian market but has also made its mark in 21 countries worldwide. With a growing presence in Europe, USA, UK, Asia, and UAE, Indri has become the fastest-growing single malt whisky globally, achieving unprecedented sales figures and capturing over 30% market share in India.
Looking ahead, Piccadily Distilleries is committed to meeting the soaring demand for Indri by increasing production capacity threefold by 2025. With plans to launch two new distilleries, both in India and abroad, Indri’s journey is far from over. It is not just a whisky; it’s a testament to the spirit of innovation and craftsmanship that defines us.
With each sip, drinkers embark on a journey that celebrates the rich tapestry of Indian heritage and the promise of a brighter future.
Cover Image Courtesy: Press Release and Indri/Instagram