Tag Archives: Whisky Culture

Different flavours of Johnnie Walker

Tim Philips, the Global Brand Ambassador for Johnnie Walker and one of the world’s most awarded bartenders shares insights on the rise of cocktail culture, the growing openness of consumers to experiment with new flavors and serves, and how these trends are shaping the industry’s future. His insights will highlight the dynamic ways whisky is being reimagined in contemporary mixology, driving new trends and experiences.

What are the changes you see in India as a whisky producing nation?

India is truly emerging as a true whisky-producing powerhouse. The pace of innovation in local distillation, the experimentation with cask finishes and the development of distinct regional flavours is remarkable. Indian producers are increasingly combining traditional craftsmanship with bold, creative approaches, which is earning recognition not just locally but globally. It shows that India is not just a consumer of whisky, it’s a creator with its own voice in the whisky world.

Scotch Whiskies have never been popular as the base for cocktails. Do you see that changing as the market evolves?

Absolutely. Scotch has traditionally been enjoyed neat or on the rocks, especially here in India, but that’s changing. There’s a younger audience that wants to explore Scotch in a more versatile way. As bartenders experiment with flavour-forward cocktails using Scotch, we can see a new whisky culture taking shape, where Johnnie Walker shines in both classic serves and innovative drinks. It’s an exciting time for whisky lovers.

What are the botanicals you plan to use to find favour with the Indian palate?

Johnnie Walker whiskies are naturally complemented by the rich tapestry of spices and flavours found in India. Citrus, ginger, cardamom, clove, and cinnamon are obvious places to start.

My goal is to help create cocktails that feel authentic to India while still celebrating the integrity of Scotch. India has so much regional diversity and seasonality to celebrate. When you buy locally, spices, fruits, and herbs all sing much louder in drinks.

How would you describe the young Indian consumer’s taste for alcobev drinks?

Young Indian consumers are adventurous, curious and open to new experiences. They enjoy global flavours and craft spirits, while still valuing the richness of local traditions. For them, it is not just about the liquid, it’s about the story, the journey, and the connection behind every sip. This mix of curiosity and sophistication makes India an incredibly exciting market for whisky innovation and premium experiences.

What is the Johnnie Walker formula for whisky cocktails in India?

It’s always a liquid first approach for us. Whisky is the star, and every ingredient is selected to enhance, not overpower its character. In India, it is about crafting drinks where the depth, smoke and subtle sweetness of Johnnie Walker are at the center, complemented by spices, citrus, or fruit that feels authentic to the local palate.

It’s about creating cocktails that are approachable and innovative, while staying true to the craftsmanship and heritage of Johnnie Walker. At the end of the day, the best outcomes will come from working with the intrinsic features of Johnnie Walker. Flavour profiles such as malty, spicy, fruity, fresh, floral, and smoky are, for instance, very significant to dive ‍‌‍‍‌‍‌‍‍‌into.

How flavour preferences and bar culture are influenced by global trends?

Global trends have expanded what Indian consumers expect from their bar experiences. Techniques like smoke-infused cocktails, barrel-aging, and molecular mixology are no longer niche, they are all the ways in which bartenders in India are being inspired to experiment and elevate their craft.

What’s particularly exciting is how Indian bartenders are taking these global techniques and transforming them through a local lens. By incorporating flavours like cardamom, ginger, cinnamon, tamarind and citrus, they are creating cocktails that are inventive yet rooted in Indian tradition. The fusion of global expertise with local creativity is shaping India’s bar culture, making it dynamic.

What kind of your experience would you like to bring to the bar table?

I bring over 20 years of hospitality experience, a thorough knowledge of Scotch and a passion for sharing the story behind every Johnnie Walker blend. My focus is on inspiring both bartenders and consumers to explore flavours, craft cocktails and elevate their whisky experiences. I urge all consumers to explore with confidence the variety in Scotch cocktail and find the right serve for your palate.

How DEWAR’S Is Redefining the Modern Drinking Experience

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As India’s drinking culture evolves, the idea of indulgence is being quietly rewritten. Today’s consumer is no longer defined solely by what they drink, but how and why they drink it. Mindful moderation, premium non-alcoholic options, and experience-led consumption are reshaping bars, homes, and social rituals across the country. Bhavya Desai spoke to Inderjit Singh Dhingra, General Manager, Brown Spirits (India), Bacardi India on how DEWAR’S is navigating this transformation. Excerpts:

Inderjit Singh Dhingra, General Manager, Brown Spirits (India), Bacardi India

The non-alcoholic segment in India, Dhingra explains, is no longer a secondary choice or a compromise. Instead, it has emerged as one of the most dynamic spaces in the beverage landscape. Consumers today are making deliberate choices where they are choosing drinks that align with their lifestyles, moods, and social settings. And this ritual matters as much as the liquid. Glassware, presentation, complexity of flavour and the overall experience are now central to consumption—as much as the spirit.

This shift toward mindful moderation has prompted DEWAR’S to move beyond a traditional spirit-only mindset. The brand’s entry into premium mixers reflects a broader philosophy—one that ensures that every drink, alcoholic or otherwise, delivers the same standard of quality. Whether paired with a fine aged Scotch or enjoyed on its own, the aim is to make every moment feel elevated and intentional—and that Dhingra says is true to the DEWAR’S way.

What is particularly striking is how wide the appeal of this category has become. From younger consumers seeking visually appealing, well-crafted drinks, to seasoned whisky enthusiasts looking for balance without sacrificing quality, premium non-alcoholic options are finding a place across demographics. Even more traditional audiences are embracing these choices as part of modern socialising.

For DEWAR’S, this inclusivity fits naturally with its belief in experience-led drinking. Dhingra adds that for them every guest matters, and every serve should feel considered. By bringing craftsmanship and sophistication into mixers like soda and tonic water, the brand is extending its values beyond whisky— ensuring consistency in quality across the entire drinking occasion. Of course, that also gives them the fire power to do surrogate and expand the brand communication—an age old trick that many have used before.

Looking ahead to 2026, Dhingra points out that the way people drink is changing just as much as what they drink. Insights from Bacardi’s Cocktail Trends Report reveal a more intentional consumer—one who is trading up, learning more and engaging deeply with flavour and technique. Premiumisation is no longer reserved for special occasions; it has become an everyday expectation.

India’s consumers are also becoming increasingly cocktail-curious, eager to understand ingredients, methods and the stories behind their drinks. Social rhythms, too, are evolving. Earlier evenings, afternoon highballs and intimate gatherings are replacing late-night excess. The focus is shifting to meaningful connection— “day caps” instead of nightcaps—where quality trumps quantity. It is within this thoughtful, experience-first mindset that DEWAR’S feels most at home.

At the centre of DEWAR’S growth is a distinct consumer profile the brand calls “Life Explorers”. These are individuals who value authenticity, cultural awareness and enriching experiences over overt status symbols. Typically aged between 25 and 45, with higher disposable incomes, they invest in premium spirits and curated moments rather than fleeting trends. They are digitally engaged, socially active, and eager to share experiences—fuelling organic brand affinity.

Notably, DEWAR’S has also broadened its appeal beyond traditional whisky drinkers. As whisky appreciation becomes more inclusive, the brand has attracted a higher proportion of female consumers in India—around 34%, compared to the industry average of 24%. For these consumers, fulfilment comes from balance: success paired with freedom, and discovery paired with contentment.

Performance-wise, DEWAR’S continues to set benchmarks. It is currently the fastest-growing Scotch whisky in its segment, delivering a CAGR of over 30% in the last three years and maintaining year-to-date growth of over 25%. Yet, as Dhingra emphasises, what truly sets the brand apart goes beyond numbers.

DEWAR’S holds the distinction of being the world’s most awarded blended Scotch whisky—a testament to its unwavering commitment to quality. Central to this success is Master Blender Stephanie Macleod, whose ability to balance tradition with innovation has earned her the title of World’s Best Master Blender for six consecutive years. Her craftsmanship ensures that DEWAR’S remains timeless while continuing to resonate with today’s evolving consumer.

India, the world’s largest whisky market, represents a pivotal opportunity for the brand he adds. With the India–UK Free Trade Agreement expected to come into effect soon, Scotch whisky is poised to reach a wider consumer base than ever before he feels. For DEWAR’S, this makes India a must-win market.

The roadmap ahead focuses on consolidating leadership while sustaining momentum. Beyond scale and distribution, the brand is committed to building deeper connections through liquid innovation, immersive experiences, and culturally relevant storytelling. At its core, DEWAR’S remains anchored in its founding philosophy—creating moments and stories worth sharing.

He concludes that as India’s drinking culture continues to mature, DEWAR’S is not just raising a glass to growth, but to curiosity, craftsmanship, and connection. Here’s to discovering more. Here’s to the story.

From Mahua to Malt: How a Century-Old Indian Distillery Reclaimed Its Spirit

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What began as a family experiment in Dahanu has grown into one of India’s most distinctive houses of whisky. South Seas Distilleries now brings the same discipline of craft to Crazy Cock and Six Brothers Mahura; spirits built on legacy and made for the present.

The story of South Seas Distilleries and its modern incarnation, Six Brothers Mahura, unfolds across a century. It begins in 1922, when six Parsi brothers—Khurshedji, Faramroze, Rustomji, Kuvarji, Nanabhoy, and Jehangirji—turned their gaze inward, towards the soil of India itself. While the colonial elite toasted imported blends, the brothers sought a flavour born of Indian wilderness; a flower that had perfumed tribal celebrations for centuries. They found it in the mahua blossom.

That pursuit gave rise to what would become India’s earliest recorded distillery for luxury indigenous spirits. The brothers captured the mahua’s delicate nectar and distilled it through copper stills that gleamed under Dahanu’s coastal sun. The result carried fragrance both earthy and floral; a creation that drew admiration from princely patrons and curious palates alike. The Maharajas of Jawhar and Akkalkot tasted it and declared it remarkable. For a moment, the native bloom found a seat beside the imported malt.

Then history intervened. Prohibition arrived like a curtain drawn mid-performance. Stills cooled, cellars emptied, and the brothers’ labour faded into legend. The mahua returned to forest soil. Its spirit—literal and symbolic—fell silent.

Decades passed. Generations scattered. Yet memory survived, fragile but persistent, within a few stories whispered through the family. One man, Jehangirji Behramji Kohinoor, refused to let it vanish entirely. In 1984, at seventy-three, he decided that the distilling heritage of his kin must live again. He chose Dahanu as his ground of renewal, a coastal expanse between the Arabian Sea and the Sahyadris. There he founded South Seas Distilleries, restoring copper stills to flame.

What emerged was less a reconstruction than a resurrection. Against skepticism, Jehangirji installed India’s largest copper pot stills and built the country’s biggest privately owned maturation warehouse. Critics doubted whether whisky could mature in tropical heat without losing itself to evaporation. Yet the barrels filled, and time performed its silent alchemy. The whisky matured with unexpected complexity; touched by sea breeze, sunlight, and the patient rhythm of Indian weather.

**Rupi Chinoy, Director of South Seas Distilleries**

Years turned into decades. The distillery grew under the stewardship of successive generations, guided by principles that favoured patience over haste, restraint over spectacle. The Chinoy family, descendants and present custodians, continued the founder’s path. This chronicle was told to us by Hamavand Chinoy and Rupi Chinoy, Directors of South Seas Distilleries, who now guard the lineage.

A Legacy Reignited

Their ethos stands on simple conviction: excellence matures through time, not acceleration. The copper stills, massive and burnished, are treated as instruments of character, not machines of speed.

From this philosophy came the company’s first consumer brand, Crazy Cock Single Malt Whisky, in 2023. Its two expressions—Rare, the unpeated variant, and Dhua, the peated—form an eloquent dialogue between subtlety and smoke. The name itself holds meaning layered with sentiment. “Crazy” pays tribute to the founder’s audacity, his unflinching pursuit of perfection, and the years of waiting that turned conviction into spirit. “Cock” was chosen as the mascot because the rooster’s call heralds a new dawn; a poetic emblem for South Seas’ renewal and the awakening of Indian single malts on the global stage.

Rare matures in bourbon and sherry oak casks within India’s largest copper stills, offering aromas of honey, pear, chocolate, raisin, cinnamon, and vanilla. Dhua, its lightly peated sibling, draws from first-fill bourbon and sherry casks, revealing dark chocolate, mandarin, oak, and a trace of smoke. Both carry a deep amber colour and a silken finish, reflecting the tropical maturation unique to Dahanu’s climate.

The Flower Returns

A year later, in April 2024, South Seas introduced Six Brothers Mahura, a spirit born again a century after its first creation. The release was hailed as India’s most exclusive small-batch heritage spirit, limited to 102 bottles priced at ₹1,02,000.

It honours the pioneers whose names crown its label. The blossom once regarded as rustic gained new finesse through double distillation and platinum filtration. In the glass, the spirit reveals warmth balanced with clarity; aromas of figs, raisins, dried hay, ginger, pepper, and apricot. Its taste unfolds in layers: a hint of salinity, traces of fruit, and a whisper of spice that lingers. Its adaptability has made it a favourite among mixologists and connoisseurs alike. Bandra Born in Mumbai has even launched the world’s first dedicated Mahura bar, serving cocktails built entirely around Six Brothers expressions that have become signature draws for the city’s patrons.

Each bottle carries symbols that narrate its ancestry. Six pairs of engraved eyes form a circle at the base; sentinels representing the brothers who began it all. A single all-seeing eye crowns the closure, signifying their shared vision. The tiger that marks the label is not decoration but emblem; a creature drawn from the forests where the mahua blooms, embodying endurance, confidence, and native strength.

To walk through the distillery today is to witness tradition entwined with invention. Rows of casks stand in patient formation, their staves breathing with moisture and craft. Workers test temperature by feel, marking variations in chalk upon wood.

South Seas Distilleries, once a local venture reborn from family lore, now stands among India’s most respected producers of malt and indigenous spirits. Yet the company remains resolutely private in tone, disinterested in corporate spectacle. Its focus lies in substance, a discipline that traces its roots back to 1922, when six brothers dared to dream of distilling the Indian earth itself.

When Hamavand and Rupi speak of the distillery, they describe not a company but an inheritance that breathes. The copper stills remain burnished and loyal. The casks sleep in Dahanu’s humidity, surrendering what they must, preserving what they can. In their aroma lies the persistence of memory; the same fragrance that once enchanted princes, now refined for a global connoisseur.

DEWAR’S Launches ‘Here’s to the Story’ Campaign with Bar Swap Experience

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If you’ve been following Ambrosia then you would know that Bar Swap’s are a new trend in the country.

And DEWAR’S in its new campaign is banking on that. Their new initiative Here’s to the Story, opens with a unique Bar Swap between SOKA in Bengaluru and LAIR in Gurugram, where two mixologists from SOKA will bring their signature cocktails to Delhi for a one-night takeover.

The campaign will run under the larger umbrella of DEWAR’S Discoveries, a series of activations designed to encourage exploration through flavour, storytelling, and shared experiences. Each event will highlight regional nuances in cocktails, food, and culture, creating opportunities for audiences to engage with Scotch in fresh contexts.

Actor Randeep Hooda has also joined the campaign, bringing his perspective on discovery and storytelling. From flavours rooted in India to experiences abroad, his collaboration highlights the cultural and sensory layers the campaign aims to explore.

Over the coming months, the Bar Swap format and other activations will travel to key cities including Mumbai, Bengaluru, and Kolkata, each edition introducing local elements and new interpretations of Scotch.

So keep an eye out for the dates for these curated experiences.

Scotch Whisky Association unveils GI map

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The Scotch Whisky Association (SWA) has unveiled an interactive map showcasing the breadth of legal protection for Scotch Whisky around the world. Scotch Whisky is specifically protected in a number of different ways around the world, including as a Geographical Indication (“GI”), through bilateral agreements between the UK and third countries, through Certification Trademarks or Collective Trade Marks, and in the domestic legislation of some countries.

These protections mean that the description “Scotch Whisky” can only legally be used on whisky wholly produced and verified in Scotland under the terms of the Scotch Whisky Regulations 2009 and Product Specification for Scotch Whisky.

Considered the “gold standard” of protection, GI status provides a robust legal framework for action against any infringement. It allows court proceedings to be initiated against counterfeiters, with the possibility of damages, seizure, and even destruction of fake products.

The trade association successfully registered “Scotch Whisky” as a GI in Azerbaijan at the end of last year. It was the latest market to grant Scotch Whisky GI protection and joins over 85 others in providing this specific level of legal protection.

Different types of protection for Scotch Whisky do not deliver the same level of protection or the same effectiveness, with some markets offering one type of protection or another but little enforcement. The SWA’s Legal Affairs team works closely with in-market advisors to determine the best form of protection for Scotland’s national spirit.

Alan Park, Director of Legal Affairs at the Scotch Whisky Association, said, “Scotch Whisky’s global reputation means that there are many who want to take advantage of it by suggesting that their products are Scotch Whisky when they are not. Strengthening protection around the world and taking action to prevent the sale of fake products to protect Scotland’s national spirit is a key priority for the SWA.

“We thank the UK government and our local lawyers in different markets for their support in securing legal protections around the world, giving consumers confidence in the authenticity and quality of Scotch Whisky sold in their local market.”

From Bar Counter to Global Stage

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Great drinks aren’t made by accident. They take skill, patience, and someone who knows exactly what they’re doing. Akhilesh Sheoran is one of those people. Whether it’s crafting a cocktail that wins championships or introducing whisky lovers to some of the finest spirits, he knows his way around a bar… and a bottle.

His journey started behind the counter, shaking and stirring his way through some of the toughest global competitions. Now, as Brand Ambassador – Craft Spirits at Diageo India, he’s the face behind some of the most talked-about labels, including Godawan Single Malt, crowned the Best Single Malt in the World (2024), and United’s Epitome Reserve.

In this chat, he spills stories from his career, shares tips on spotting a great bottle, and even talks about disastrous food pairings. Whether you’re a whisky enthusiast or someone who just wants to sound smarter at the bar, there’s plenty to take away from this conversation.

From mixology to brand ambassadorship, your journey has been remarkable. What inspired you to enter the world of craft spirits, and how has your path evolved over the years?

Working with different styles of spirits and engaging with consumers, I realised there’s so much that goes into bringing these incredible spirits to the bar. This curiosity led me to explore the other side of the industry as a Brand Ambassador, a dynamic and challenging role that allows me to bridge the gap between brands and consumers.

Which of your victories holds the most significance for you and why?

All competitions hold their own importance, as any win comes with new insights and a responsibility to push the boundaries further. However, Diageo World Class India stands out as one of the most demanding and rewarding experiences. Its rigorous structure truly tests creativity, technical skill, and adaptability, making it an unforgettable milestone.

The alco-bev space is constantly evolving. What are some of the biggest changes you’ve seen in the industry over the last decade, especially in India?

India’s drinking culture is evolving, driven by a younger, growing middle class that’s showing a stronger preference for premium homegrown brands. More people are exploring craft spirits and beers, and embracing new flavours and experiences. This move highlights a greater appreciation for quality, creativity, and the narratives behind bottles, shaping a more sophisticated and adventurous approach to what we drink.

What makes a spirit truly “craft,” and how do you see India’s role in this global movement?

Craft spirits are defined by their small-batch production, emphasis on high-quality ingredients, and hands-on distillation techniques that prioritise authenticity over mass production. Craft producers often experiment with distinctive botanicals, innovative ageing techniques, and transparent but unique production methods. More than just a process, craft spirits are about the people, leaders who challenge conventional rules. India’s role in the global craft movement is growing rapidly, with a surge in homegrown distilleries that merge heritage with modern innovation.

With whisky gaining a younger audience in India, how do you see the preferences of Indian consumers evolving when it comes to single malts and premium spirits?

Over the past decade, Indian consumers, especially younger consumers have developed a refined taste for single malts and premium spirits. This shift is driven by rising affluence, global exposure, and a desire for more authentic, high-quality drinking experiences. What’s even more exciting is the growing appreciation for domestically produced single malts, which are now competing on the world stage, reflecting a sense of national pride and recognition of India’s craftsmanship.

What’s the best way to appreciate and savour a good single malt?

The best way is to explore different styles from various regions and find what suits your palate. However, the right technique makes all the difference.

Use a Glencairn or tulip-shaped glass to concentrate aromas.

Observe the whisky’s colour.

Nose the whisky gently, keeping your mouth slightly open to catch nuanced aromas like vanilla, spice, fruit, or smoke.

Take a small sip and let it coat your tongue, identifying layers of flavour; sweetness, spice, peat.

The finish, or how long the flavours linger, tells you a lot about its depth and complexity.

Adding a few drops of water can open up hidden notes, making the whisky more approachable.

Ultimately, whisky should be enjoyed slowly, in a relaxed setting, where each sip reveals something new.

There’s a growing curiosity about how to identify a high-quality whisky. What are the key characteristics one should look for while selecting a bottle?

For me, specifics matter; from the packaging to the liquid inside.

But key factors to consider include: cask type and ageing process (although older doesn’t always mean better), alcohol by volume (ABV), and distillery and production methods. Look for anything that talks about tasting notes and flavour profile, brand philosophy and heritage behind the whisky. A well-crafted whisky tells a story before you even take the first sip.