Shaping the Future

of

Indian Malt Whisky��A Journey of Growth and Excellence

Table of Contents

• A Transformative Journey Begins
• Current Landscape : A Game Changer
• Recognition on the Rise
• Looking Ahead : Growth Projections
• The Vital Role of IMWA
• Our Vision : Crafting a Global Identity
• Our Mission : Commitment to Excellence
• Our Objectives
• Charter of Duties
• What do we do ?
• How do we do ?
• Some Statistics
• The Road Ahead : Challenges & Opportunities
• The Future of Indian Malt Whisky

A Transformative Journey Begins

• IMWA is at the forefront of an exciting transformation in the malt whisky industry.
• Homegrown brands are increasingly competing against globally established names, showcasing the potential of Indian malt whiskies.
• A remarkable CAGR of 53% over the past five years highlights the rapid growth and acceptance of Indian single malts.
• This success story has attracted international players, eager to tap into India's burgeoning market.
• The rise of 'Made in India' brands is not just a trend; it's a testament to India's artisanal prowess.

Current Landscape : A Game Changer

• Indian single malt brands have made headlines by outselling several renowned international competitors in 2023.
• They accounted for an impressive 53% of total whisky sales in India reshaping perceptions of Indian malt whisky in the global arena.
• With a 33% market share, homegrown brands have experienced remarkable growth, up from just 15% five years ago.
• This surge reflects changing consumer preferences and growing appreciation for local craftsmanship.
• This growth signifies not just a trend, but a cultural shift towards local craftsmanship and quality.

Recognition on the Rise

• The landscape for Indian Malt Whisky has changed dramatically; recognition is at an all-time high.
• Producers are achieving accolades both nationally and globally, setting new benchmarks.
• These achievements fortify our belief in our own distilleries' capabilities.
• Winning awards validates our efforts and enhances our reputation worldwide.
• This momentum is crucial for future growth.

Looking Ahead: Growth Projections

• The future looks promising, with the IWSR Drinks Market Analysis forecasting a 13% annual growth in single malt consumption until 2027.
• From 2023 to 2032, the malt market is poised for significant expansion, showcasing the increasing demand and performance for quality spirits.
• Both domestic and international markets are anticipating a surge in interest and appreciation for Indian malt whiskies.
• This growth represents a unique opportunity for Indian brands to cement their place on the world stage.
• The shift in consumer preferences towards premium beverages is set to benefit Indian malt whisky immensely.

The Vital Role of IMWA

• IMWA plays a critical role in representing the interests of the Indian Malt Whisky industry as a unified voice.�Advocacy for favorable policies and regulations is at the core of IMWA's mission to protect this industry.
• Through promotion, IMWA aims to enhance the reputation of Indian Malt Whisky on a global scale.�Collaboration among stakeholders fosters a community committed to excellence and innovation.
• Education on the distinct characteristics of Indian single malts is essential for building a knowledgeable consumer base.

Our Vision: Crafting a Global Identity

• IMWA envisions redefining India's global stature in luxury craftsmanship while honoring its artistic heritage.�Working closely with policymakers is vital to enhance the industry's image as responsible and sustainable.
• By promoting Indian malt whiskies, IMWA aims to carve a niche for these spirits in the luxury segment.
• The vision is not only about growth but about celebrating tradition & preserving the essence of Indian craftsmanship.
• Collaboration and innovation are the keys to achieving this vision.

Our Mission: Commitment to Excellence

• Our mission is clear: to establish, preserve, protect, and promote the Indian malt whisky industry.
• We are dedicated to ensuring that the quality and uniqueness of our products are recognized worldwide.
• Sustainability and responsible practices are at the forefront of our mission to support our community.
• Education and awareness are key to engaging consumers and elevating our brand on the global stage.
• Together, we can forge a bright and sustainable future for Indian malt whisky.

Our Objectives :

• Goal of IMWA is to put together formal definitions of the Indian malt whisky category, promote Indian malt whisky, educate consumers and support distilleries that produce malt whisky in India.
• Intent is to create and grow worldwide demand, appreciation and respect for malt whiskies Made in India by:
• Framing and advocating equitable, reasonable and implementable regulatory and technical standards/legislations, guidelines, certification marks and share best practices to safeguard and enhance the image of Indian malt whisky industry.
• Campaigning for regulatory and tax environments which support improved competitiveness and prosperity.

• Encouraging truth and transparency in aging, bottling, labelling and traceability.
• Filing of GI (Geographical Indication) recognition.
• Educating consumers about what Indian malt whiskies are and are not.

Our Objectives :

Charter of Duties

IMWA will be responsible for representing the industry in dialogues with regulatory bodies and promoting Indian single malt, both domestically and internationally.

The charter of duties would include the following:

• Promotion and Advocacy
• Establishing Regulatory & Technical Standards, Certification & GI
• Education and Awareness
• Sustainability Practices
• Networking and Collaboration

What do we do ?

• Drive premiumisation and industry reputation
• Improve business environment
• Governance & compliance to laws
• Ensure ethical and compliant business practices
• Alcohol & health – spread awareness
• Collaboration

How do we do ?

• Defining the Category
• Establishing clear definitions around Indian malt whisky is crucial for recognition and respect.
• This initiative will involve both local and international standards, ensuring we meet global expectations.
• Defining our category allows us to set regulatory and technical guidelines that safeguard quality.
• Transparency leads to consumer trust, empowering informed purchasing decisions.
• A well-defined category is the bedrock of our growth.

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• Consumer Education
• Educating consumers about Indian Malt Whisky is vital to our success.
• Understanding the production process builds trust and appreciation for our products.
• We aim to create accessible platforms for consumers to learn about our unique offerings.
• Empowerment through education leads to informed choices and bolsters the category's image.
• Strong consumer relationships will amplify our market presence.

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What do we do ?

• Building Strong Relationships
• Creating alliances with government and influencers is essential for our visibility.
• We aim to be a trusted voice in discussions regarding regulations and industry standards.
• Our collective voice amplifies our advocacy, leading to a more favorable environment for growth.
• Collaboration ensures fair access to markets and a sustainable industry.
• Together, we can protect and promote our interests.

How do we do ?

• Focus on Quality and Refinement
• Our commitment to quality is unwavering; we harness India’s unique aging conditions.
• The diverse climate influences the flavor, making our whiskies distinct and desirable.
• Refinement processes are vital to ensuring excellence in each bottle produced.
• Innovative offerings can attract a wider audience, catering to evolving consumer tastes.
• Quality is the key to longevity in the market.

How do we do ?

• Emphasizing Unique Characteristics
• Indian Malt Whiskies offer unique characteristics that deserve global recognition.
• Highlighting our cultural heritage and production methods sets us apart from competitors.
• We need to tell the story of Indian Malt Whisky to captivate the world.
• Awareness campaigns can further enhance our popularity and desirability.
• Let’s shine a light on what makes us special.

How do we do ?

• Innovations in Offerings
• Innovation is at the heart of our growth strategy for Indian Malt Whisky.
• New flavors and unique aging techniques can attract diverse consumer bases.
• We must be open to experimenting with our offerings to meet global trends.
• Staying ahead of the curve ensures we remain competitive in the industry.
• Innovation will drive our future.

How do we do ?

• Sustainability and Fair Taxation
• A sustainable industry is key; we promote fair practices and taxation.
• Our role includes ensuring that the industry thrives without undue burdens.
• Advocating for fair regulations fosters a competitive environment.
• We must support measures that benefit local producers and consumers alike.
• Sustainability is a collective responsibility.

How do we do ?

Some Statistics

Road Ahead : Challenges & Opportunities

• As global players enter the Indian market, it’s crucial to focus on quality and innovation.
• To sustain growth, there must be a commitment to preserving, protecting, and promoting the single malt industry in India.
• Raising awareness about the unique qualities of Indian single malts will amplify their domestic and international appeal.
• Continued innovation and quality assurance will be crucial to capturing the hearts of discerning consumers.
• Continued investment in marketing and education will ensure that Indian whiskies share the spotlight on global platforms.

The Future of Indian Malt Whisky

• The future looks bright for Indian malt whisky; we are only at the beginning.
• With increasing global recognition, our industry is set for exponential growth.
• Continued dedication to quality and innovation will propel us forward.
• Together, we can elevate Indian malt whisky to new heights internationally.
• We're on the right track; the journey has just begun.