A marathon, not a sprint: Teeling Whiskey’s plan for India

With India now in the top 10 markets for Irish whiskey as per IWSR data, and Indian consumers eager to experiment and explore premium spirits, Teeling Whiskey company sees a golden opportunity in the evolving Indian whiskey market. Backed by Bacardi, Teeling is introducing two exclusive variants crafted specifically for Indian tastes, starting with North India.

"The premiumisation trend happening globally is happening very fast in India," says Jack Teeling, managing director of Teeling Whiskey company. "It’s not a sprint, it’s a marathon. We’re taking a medium and long-term approach to connect with this new generation of whiskey consumers."

Teeling plans to navigate the challenges of India’s diverse market, educate consumers about Irish whiskey’s unique taste profile, and build a sustainable foundation for long-term growth in one of the world’s largest premium spirits markets.