With premiumisation in Indiareaching critical mass, Irish whiskey has emerged as one of the fastest growing categories. The whiskey is largely appealing to the new generation that is seeking refinement without intimidation. Strategic brand storytelling, selective pricing and wider availability in urban centres are helping the category move from curiosity to credible choice, opines VIRAT MAAN, CEO, ADS Spirits.
India’s rapid emergence as a key growth market for Irish whiskey reflects a broader structural shift in consumer preferences toward premium, smoother, and globally authentic spirits. A significant reduction in import duties—from the current 150 percent to below 75 percent—would further enhance the competitiveness of Irish whiskey in the Indian market. Such rationalisation would enable more accessible pricing, accelerate distribution expansion, and encourage greater investment in brand-building and consumer education.
These factors have collectively driven ADS Spirits to introduce The Irish Smith whiskey in India.
“The brand’s initial rollout in Haryana, followed by Maharashtra, has generated strong consumer traction and a highly encouraging trade response. This reinforces our confidence in its scalability,” says Virat. “These early indicators highlight that Indian consumers are increasingly open to differentiated international offerings beyond traditional Scotch and domestic whisky formats.”
From ADS Spirits’ perspective, this growth validates both the timing and strategic relevance of its entry into the category. “We see this momentum as a sustained, multi-year opportunity rather than a short-term spike,” Virat adds.
Whiskey with a Difference
The Irish Smith stands out through its distinctive blend of single grain and malt whiskies sourced from the Great Northern Distillery, expertly crafted by Master Blender Brian Mongan. Its triple distillation process and maturation in ex-bourbon casks create a smooth, approachable flavour profile defined by notes of vanilla, gentle sweetness, and warm spice.
“This balance aligns well with Indian taste preferences, which favour smoothness and subtle sweetness without excessive peat or intensity…”
The Irish Smith is positioned as a progressive, easy-drinking premium alternative that bridges familiarity with global sophistication…
Expansion Plans
ADS Spirits intends to play an active leadership role by expanding geographic reach
(into high-potential markets like Delhi, Uttar Pradesh, Punjab and Telangana),
introducing new SKUs and limited edition expressions, developing new consumption
occasions, and strengthening trade and consumer engagement.
“While growth is already visible, sustained expansion will require deliberate category
building through education, innovation and visibility,” Virat says. For The Irish Smith,
global travel retail is an important strategic channel for brand discovery and premium
positioning.
Therefore, ADS Spirits is actively evaluating opportunities to introduce The Irish Smith
in GTR over the coming months. “Our objective is not only to capture market share, but to
contribute meaningfully to establishing Irish whiskey as a mainstream premium category
in India,” he adds.
The Marketing Plan
ADS Spirits is preparing for multiple scenarios—from incremental duty reductions to more substantial long-term reforms—ensuring operational readiness across pricing, marketing, and portfolio strategy.
“Beyond supply agreements, we see significant potential for deeper collaboration with Irish producers, including India-specific blends, customised cask finishes, joint research and development initiatives, and sustainability-led production partnerships.
Education remains central to expanding the category. ADS Spirits is focused on simplifying the Irish whiskey proposition by emphasising its smoothness, triple distillation, and ease of consumption.
“Our on-ground initiatives include bartender advocacy, curated tasting programmes, retail engagement, and experiential brand activations,” Virat shares.
The brand’s communication strategy is designed to remove the intimidation traditionally associated with whiskey and position Irish whiskey as an accessible entry point into premium spirits.
