Two of the world’s largest distillers, Diageo and Pernod Ricard, are pioneering the use of unconventional grains like millets, Bengal gram, and maize in whisky production. This initiative is part of their broader strategy to innovate with locally sourced grains in India, aligning with the growing trend of leveraging indigenous ingredients.
As India continues its journey towards greater affluence, there is a renewed focus on rediscovering and utilizing local ingredients rather than simply mimicking global trends. The US is known for bourbon, and Canada for rye whisky, while India is now exploring a unique blend that reflects its rich agricultural heritage. This approach involves significant innovation in the distillation process to adapt to India’s diverse climate zones, which influence maturation and flavor profiles.
Traditionally, whisky production has relied on specific grains, with Scottish and Irish distillers favoring barley, and North American distillers using corn, rye, and wheat. In contrast, India lacks a dominant global indigenous liquor akin to China’s Baiju or Japan’s Sake. The market is predominantly filled with Indian-made foreign liquor (IMFL), which are locally produced versions of European spirits. However, the current innovations by these distillers aim to go beyond just creating new products, with sustainability playing a central role in their alternative grain strategy.
Pernod Ricard, known for brands like Chivas Regal and Glenlivet, is focusing on sustainable options, such as maize, to reduce water usage, lower methane emissions, and create new opportunities for local farmers. This approach not only addresses environmental concerns but also enriches the flavor profiles of their whiskies.
Diageo has already made strides in this area, launching Godawan whisky, which draws inspiration from Rajasthani craft liqueur makers and is distilled from locally sourced six-row barley. The company is expanding its experimentation with a variety of grains, including ragi, which offers a taste similar to tequila blanco, and Bengal gram, known for its unique flavor. Diageo’s innovation is driven by a desire to use grains that are intrinsic to India, rather than those commonly found globally.
India is the world’s largest producer of millets, with varieties like bajra, sorghum, and buckwheat contributing to about 18% of global millet production. Recognizing this, the United Nations General Assembly declared 2023 as the International Year of Millets. The Indian government has also announced plans to position the country as a global hub for millets, with leading consumer goods companies like Nestle and ITC expanding their millet-based product lines.
As premiumisation in India continues, the whisky industry is increasingly incorporating distinct Indian elements, making the most of the country’s agricultural diversity. This trend is reshaping the Indian whisky market, offering new and unique flavors that reflect the nation’s rich cultural and agricultural heritage.