SynopsisIndian diplomats are increasingly championing domestic single malt whiskies abroad, transforming embassies into showcases for connoisseurs. Brands like Indri and Rampur are being featured at diplomatic events in cities from Seoul to New York, boosting global visibility and forging commercial ties. This trend highlights the rising international appeal of Indian spirits, with foreign missions playing a crucial role in introducing these award-winning brands to new markets and influential buyers.iStockRepresentative ImageMumbai: Indian diplomats are becoming unofficial ambassadors of home-grown whisky brands.From Edinburgh and Seoul to Istanbul and Tokyo, embassies have been dialling single malt producers in the country to pour drams and stage tasting sessions overseas, turning diplomatic outposts into specialist showrooms to pitch for connoisseurs abroad.For instance, single malt brand Indri's diplomatic tour has stretched from Singapore and Turkey in the December quarter to Scotland in April and Israel and New York this month. Rampur, another Indian single malt brand, has been showcased at embassy events in US, Scotland, and South Korea last quarter."Everyone wants to learn more about Indian single malts, and increasingly people see having a bottle on their bar shelf as a point of pride," said Paul John, chairman of Goa-based John Distilleries. "The tastings initially started at diplomatic events in India, but they have since spread to embassies and consulates across multiple export markets as interest in the category has grown." The trend indicates growing global appeal of Indian single malts, which have already overtaken Scotch single malts in India.Distillers say foreign missions are playing a growing role in introducing the category to importers, distributors, retailers, and affluent consumers abroad, helping brands gain visibility in markets where awareness remains nascent though interest is surging. "The platforms not only introduce Indian single malts to new consumers, but also help forge commercial partnerships," said Madhu Kanna, head of international sales at Piccadily Agro, producer of the Indri.Embassies ‘stage’ tasting sessions to pitch Indian single malt whisky to the drinkers abroadSingle malt refers to whisky from an individual distillery-prized for its unique taste-opposed to a blend of whiskies. The surge in interest in Indian malts also marks a reversal in fortunes for a country long seen primarily as a major export destination for Scotch. With Indian labels winning international awards and expanding distribution in more than 100 countries across Europe, North America and Asia, embassies are helping them make their pitch abroad.Embassy events vary by market ranging from trade-focused tastings for distributors and restaurateurs in Turkey to consumer-focused showcases in South Korea and whisky enthusiast gatherings in Scotland. One such event at the Indian consulate in Seattle during Republic Day celebrations saw Indian whisky being showcased alongside presentations on tourism, handicraft, and other aspects of India's economy and culture.Kunal Madan, chief marketing officer at Radico Khaitan, which produces Rampur, said Indian diplomats first recognised the diaspora was often the strongest advocate for homegrown single malts overseas, prompting close engagements between distillers and ministry of external affairs and overseas missions."People are acknowledging the quality, that's why Indian High Commission and Indians around the world have started accepting this, and they want to showcase India, and the best part is they have started gifting our products," said Madan. "It just generally helps if it is coming from the government, so it helps promote this category, which is very important."Companies said events help them get access to influential buyers and opinion makers at a fraction of the cost of building brand awareness independently in overseas markets.Amrut and Paul John were the first Indian single malt brands, launched in the 2000s. However, in the past three years, the market saw a flurry of new single malt distillers such as Piccadily Agro-which launched Indri and Kamet-as well as global liquor companies like Pernod Ricard and Diageo adding their own Indian brands such as Longitude 77 and Godawan, besides domestic distillers like Radico Khaitan with its Rampur single malt.Read More News on...moreless