William Grant & Sons, the world’s third largest whiskey manufacturer in the world and the largest independent distillation company in Scotland, continues to strengthen its luxury portfolio in India.
About the last year he introduced several premium expressions, including 21 -year -old Glenfiddich Gran Reserva, 31 -year -old Grand Château and a collection of Balvenia of rare marriages.
Last week, the company introduced a 16 -year -old edition of Glenfiddich with a limited edition to mark its partnership with Aston Martin Formula 1. Its portfolio in India includes Glenfiddich, Balvenia and Monkey shoulder, next to Hendrick’s gin.
The company has a new man – Kartik Mohindra, CEO of William Grant & Sons. Previously, the Chief Marketing Director and Global Development Manager Ricard India, played a key role in expanding their premium portfolio and strengthening several leading brands.
In this conversation Mohindra talks about the Indian Strategy William Grant, developing landscapes of whiskey and how society is placed in the middle of the rise of Indian free malts.
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What are your immediate priorities for expansion? Distribution, new brands or consumer experience?
All of the above. William Grant built a really strong business here in India. And as we all know, the Indian market continued to grow sharply. Premization is a worldwide reality – consumers are more aware of and more demanding. There are all tail winds. There is no reason why the highest end of business, a luxurious end, will no longer see explosive growth. We always played at the luxurious end of Alcobev. This part of the market is growing rapidly and is expected to continue in the next five to ten years. So we are well placed to push forward and make our presence feel even stronger.
When we talked to your predecessor last year, he said he saw Indian free malts as a springboard for luxury malts such as Glenfiddich and Balvenies. Do you agree?
I disagree with this assessment. But let me also put credit where it is due – Indian producers of free malts have done a fantastic work. However, it will be interesting, as they build in the category of larger regulatory frameworks, because the “Indian free malt” as the designation is still new. Over the next few years, I am sure it will strengthen its position around the world. Of course, if you compare it with Scotch, there’s ahead. Scotch has centuries of heritage, craftsmanship, maturation, so Indian malt still catch up.
Your competitors have launched their own Indian free malts and set up in the country of distillers. Is William Grant a little slow in motion?
Too early to express myself. I can say that we carefully follow global trends. We have long -term heritage and authority in terms of craft and premium spirits. The Indian category Single Malt is still born, but it is competitive and we follow it very carefully.
Some Indian malt malt creators believe that the first drink of many young Indians is now Indian free mal malt, not glenýt or glenfiddich. How do you keep Glenfiddich relevant to this generation?
This is a bold claim. I’m sure they have their reasons, but my opinion is a bit different. Youth is very experimented here. They do not withstand one category or one brand. Their repertoire expands: whiskey, gin, tequila, rum, everything is in the game. The greater shift we see is that young consumers more demanding on the brands that support. They want to know the process, craft, story. They want a deeper and meaningful connection. There is our opportunity. Glenfiddich is the most award -winning malt in the world. Sooner or later, the premium curve is and aspirive moves back to brands like ours. If other categories make recruitment for us, it’s okay, because we know where the curve lands.
William Grant recently won the famous grouse. See it in India?
Yes, at the right time. The famous grouse is a recent acquisition and bringing here will allow us to expand our portfolio through a wider cohort. However, our focus remains on the upper end of the consumer pyramid.
Globally, Scotch is under pressure. How will India help William to allocate navigation with these headwinds?
Each market has its own headwinds. China is different, the US has its own problems. But India is a definitive market of whiskey today. It is the largest whiskey market in the world, and it only strengthens our global position.
Can you give any numbers to India’s meaning?
India is the highest priority market for us. Without getting into the specifics, I can say that we brought a strong double -digit growth year after year, and it is expected to continue. When you call the “priority” market, it means that more expressions come, more focus comes.
You come from Pernod Ricard. How are you going to transform the Indian Strategy William Grant?
This is a very different portfolio. In Pernod I had to balance in categories and price points. Here we focus on luxury and craftsmanship. The subsoil has already been laid here. My role is to build it – take us around the twist point and place India where it deserves to be: in the most important markets for luxury spirits. William Grant has a portfolio, heritage and craftsmanship. Now it is about ensuring that more Indian consumers experience and appreciate.
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