Bengaluru-based Amrut Distilleries is gearing up to expand its production capacity by 30% by December 2024, aiming to increase its distillation capacity from 1.3-1.5 million litres per annum by year’s end. This marks a significant rise from its capacity of 1 million litres per annum in 2018.

The whiskey giant primarily targets mass-market brands in Kerala and Karnataka but is expanding its footprint across India with a focus on its premium segment.

"About eight years ago, we ventured into other parts of the country with our premium alcohol offerings. Today, we are present in 22 states, and that presence is steadily growing," commented Rakshit Jagdale, Managing Director of Amrut Distilleries.

Jagdale emphasized the rising trend of premiumization in the alcohol sector, noting a growing appreciation among Indian consumers for quality over quantity.

"The perception of single malt whiskey has evolved significantly. Twenty years ago, it was seen as a drink for older gentlemen, but with our entry into markets like Europe and now the US and India, we see a shift. The younger generation prefers quality over quantity, driving the premiumization trend," Jagdale explained.