![]() ![]() Indian Whisky Has Its Own Unique Set of Challenges Amrut, meanwhile, has preferred to build a brand image with a limited range available in fewer locations and thereby creating an increase in demand through its exclusivity. That brand is now available in 25 countries and looks to broaden its reach even more in the next few years. Paul John instead looks to increase its repertoire of single malts with new expressions, as well as some high end, mature brandy. Amrut has also extended its reach into making some world class rum as well with the brand Two Indies. He mentions that there was a lot of research into the use of the 6 row barley that grows in India and it was found that it imparted a unique flavour to the final product. Paul John, used his instinct to research the market. Amrut single malts were inspired by an MBA thesis conducted by the grandson of the founders (in Newcastle) Paul John's began when their charismatic leader, Mr. Their foray into single malts were quite different, though. Firstly, it's probably worth mentioning that both Amrut Distilleries and John Distilleries have been producing other spirits and whiskies for some years now - Amrut since 1948 and John since 1996. I had an opportunity to reach out to the teams at Amrut and Paul John to gain some perspective about the two brands and their responses have indeed given me some great insight into the brands’ past, present and future. But because of these two modern stalwarts, the industry has blossomed into a large exporter and has won praises from first time drinkers and experts alike. Initially, most Indian whisky in the marketplace consisted of grain neutral spirit plus whisky essence and molasses sold as "whisky," which could never be exported into America or the EU or UK. Scotch laws influence the process, but there are some variations. They have put India on the world whisky map and made experts from all over the world take notice! The History and the Pioneers However, what came as a personal shock a few years ago was the discovery that India is producing some incredible single malts, such as those from Amrut (Bangalore) and Paul John (Goa). Taiwan is making wonderful whisky (with producers such as NY International Spirits Competition-winning Kavalan) as well as Australia, Sweden, South America, and Africa and South Africa. But now there are whiskies in demand from places other than America, Canada, Ireland, Scotland and Japan. Whisky experts have shied away from change and innovation through the early 20th century, trying to hold on to exclusivity and the demand. Thus, was born the single malt and the rest is (pardon the over used expression) history! Over a half a millennium later, Scotch whisky is sought after. The popularity of Scotch is attributed to a strict attention to detail, great sources of water and barley, the widespread use of copper and most importantly, the illicit stills through the 16th - 18th centuries that allowed many smaller private distillers to hone their craft and perfect the aging process (as they avoided the tax collectors). The origin stems from the historical use of distilling in medicine through the 8th-9th century AD that can be traced to accounts in Egypt and then European monasteries, places that allowed the secrets of distillation to stay with the monks but slowly made its way to Ireland and then Scotland. The origin of the word comes from the Scottish Gaelic words Uisge Beathe, or “Water of Life”. Either way, the word entices the soul, doesn’t it? It rolls off the tongue just like the drink itself. ![]()
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