Food & Beverages

Is India’s Indri Whiskey Really the Best in the World, or Just a Marketing Hype?

17 Oct, 2023 | Statistics

Whiskey has been enjoyed for ages and is a popular alcoholic beverage. Although it is known throughout the world, it has deep ties to Scotland and Ireland. Whiskey is considered to be a successful investment, many investors view rare and collectible whisky as a viable alternative to conventional investments, and the market for these beverages is expanding at a fast pace.

Whiskey's Global Impact

The consumption of whiskey varies across nations. This alcoholic beverage is most popular in Ireland with 14.19 liters of Whiskey consumed annually per person. The U.S. comes in second with 3.38 liters per capita annually, followed by France and Australia with 2.96 and 2.83 liters, respectively.

There are outrageously costly whiskeys available worldwide. The most expensive drink is Isabella's Islay, a single malt scotch whiskey with an astounding $6.2 million price tag. This whiskey is praised as being among the best ever made. The Emerald Isle Collection, an Irish whisky comes in second with a price tag of $2 million. It was made in 1926 and bottled in 1986 and at present only two bottles exist. Often referred to as the "holy grail" of whiskey, The Macallan 1926 is a 60-year-old single malt scotch. With an astounding $1.9 million price tag, the whiskey won the title of most expensive spirit ever sold at auction in Oct 2019.

In 2023, Whiskey won the most awards among three major international alcoholic beverage awards. Between the IWSC spirits, the World Drinks, and the Bartender Spirit awards, it won approximately 184 gold awards. Vodka comes in a distant second with 48 gold awards. Furthermore, Scotland emerged as the world's top whiskey producer. The country's entire production capacity is estimated to be 490 million liters. With a manufacturing capacity of 333 million liters, the U.S. comes in second.

Moreover, there are wide variations in alcohol usage rates around the world. With a yearly per capita consumption of 14.26 liters of pure alcohol, Czechia tops the list in 2023, followed by Latvia with 13.19 liters, and Germany with 11.87 liters per person annually. On the other hand, Afghanistan, Bangladesh, and Libya have the lowest alcohol consumption rates per capita in 2023, with only 0.2%, 0.0%, and 0.0% now drinking, respectively.

Interestingly, alcohol preferences vary by age. The most popular options, selected by 64% of respondents between the ages of 21 and 39, are cocktails and long drinks. While 29% of adults aged 35 to 44 prefer beer, those aged 30-39 favor cocktails 71% of the time. Beer is a favorite beverage among people aged 40 to 49 (64%), whiskey is preferred by people aged 41 to 59 (43%), and wine is preferred by people aged 50 to 59 (30%).

The impressive growth of Indri Whiskey

Recently, the Indian Whiskey "Indri" has been named the best whiskey worldwide by Whiskies of the World. This win came after meticulous blind tastings in a variety of categories and defeating hundreds of foreign brands, including American single malts, Scotch whiskeys, bourbons, Canadian whiskies, Australian single malts, and British single malts.

Indri's single malt Trini had previously received prizes at competitions such as the Tokyo Whiskey and Spirits Competition 2023, the Fifty Best World Whiskies 2022 Award, and the International Whiskey Competition in Las Vegas. It was also ranked among the top 20 Whiskies in the world by Whisky Advocate. This alters how people view Indian spirits.

Alcoholic beverages fascinate people because some believe they can change emotional states, and disinhibition while lowering stress and anxiety. As tastes and preferences vary and develop consumers have access to an almost infinite range of experiences.

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