Indians drink a lot of Scotch whisky. In 2023 the country overtook France to become the largest market for Scotch in terms of volume, according to the Scotch Whisky Association. But could the world’s largest whisky market be about to transfer its allegiance?
Donald Trump is certainly hoping so. Last week, on Valentine’s Day no less, talks between the US President and Indian Prime Minister Narendra Modi led to the lowering of Indian tariffs on Bourbon from 150 to 100 per cent (Scotch whisky, despite some spirited lobbying by the British government, remains at 150 per cent).
Yet despite this, the real rival for the affections of the Indian middle classes is not bourbon, but the country’s fast improving domestic products.
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