When Ankur Sachdeva helped bring Glenfiddich to India in the early 2000s, single malt whisky was barely understood as a category.
He remembers pitching the brand to a senior food and beverage professional at a leading hospitality group, explaining that Glenfiddich was a single malt Scotch whisky.
“The only thing that sells in my hotels is Scotch,” came the response.
For Sachdeva, the exchange captured where the Indian market was at the time.
William Grant & Sons spent years educating consumers and the trade, even taking journalists, F&B professionals, and connoisseurs to Scotland several times a year to understand the category.
