India’s Whisky Success - “A Year of Gold”
The Legendary Indian Single Malt Whisky
A Wall Decorated with Awards
The rise of Amrut whisky has had monumental effects on the overall success and prosperity in India. In other words, it has been “A Year of Gold” for the growing country, both economically, and culturally. Ashok Chokalingam, Head Distiller of Amrut Single Malt Whisky, is now known as an “Icon of Whisky”, and was named Whisky Ambassador of the Year in 2012 and 2016 by Whisky Magazine, U.K. Upon walking into the waiting room of the company, the first image you see is of the immense pride taken in every drop of whisky created: awards hanging up on the walls, pictures in frames, and newspaper articles on display.
The main reason for this exhibition of pride is because the company beat the odds and broke into a market they were never expected to. Before Amrut Single Malt Whisky took the reigns as “Distillery of the Year”, “World Whisky of The Year” (twice), “Brand Innovator of The Year” and Malt Maniac’s “Daily Dram of The Year”, Indian whiskies were not on the map like Scottish whiskies were, and were barely taken into consideration.
Most people in the global whisky market only paid attention to the best Scotch and Irish whiskies on the market. “We had to work hard to make people believe that India can make a good international whisky,” states recently retired Head Distiller Surrinder Kumar, a key player in Amrut’s success. It is apparent through this powerful statement that the success of Armut transcends that of India’s hand in the whiskey industry; this unexpected victory means much more than that for the people of India. The idea that Indian innovators are capable of breaching the worldwide market and surpassing expectations translates to other products, ideas, and industries, and sends the message that India can create valuable products in any market they dedicate themselves to.
Elixir of Life
The very incorporation of Indian culture and attitudes into Armut is what made it so iconic and memorable. The name itself is derived from a Hindu legend about a battle between the gods and demons, in which the Gods then churned the sea to obtain the immortality elixir “Amrut”, which literally translates to “elixir of life.”
“Elixir of life” takes on a new meaning in this modern age, but one that is nonetheless just as powerful as the epic ancient mythology. The onset of this flourishing industry has ensured prosperity and jobs for people in India, with over 30% being women who work to support their families. As the middle class emerges in India, poverty wanes and the quality of life slowly improves. An increased demand for high-quality whisky produced in India, as opposed to imports, is a not only a sign of refined taste buds among Indian dwellers, but of increased economic prosperity, too. The demand for Indian-based goods is a promising sign of the well-being and vitality of the Indian economy.
Whisking Away Cultural Norms
Along with the evolution of India’s economy brought on by whisky, has also been that of its culture. The popularization of whisky in India has naturally led to an increase in the proportion of women drinking alcohol and liquors. The idea of whisky being “a man’s drink” is being combated by every swig taken by female drinkers. Gender roles are being challenged, and it starts with actions, such as women being able work in thriving businesses like Amrut to provide for themselves and their families, or even smaller victories, like taking a drink that has been traditionally rendered unfit for women- and then enjoying it to its fullest.
A Match Made by The Gods
With all the success and impact whisky has had on India, it's almost as though India was made for the whisky business. Not only does its ancient mythology seem to align perfectly with its current industrial prosperity, but its geographical compatibility has proven to be a match made by the Gods themselves. Due to India’s climate, it’s the perfect place for the distilling process: the year-round surplus of warmth and sunlight renders it a perfect setting to age the single malts at an accelerated rate. When taste-testing, drinkers actually suspected that Indian whisky had been aged for much longer than it actually had. Because of this fact, the creation process of Indian whisky is different from those of the best Irish whiskey or traditional Scottish whisky. The lush, rich soil and wildlife in India infuse the product with a distinct flavor profile unlike any other: a spicy, fruity, concoction of all the best ingredients growing naturally in the country. The rich biodiversity, wildlife, culture, and spirit in India have been pivotal factors in its success, and have truly earned the country the “Year of Gold” it has experienced.