Amrut: Global Leaders in Single Malt Whisky Market

A Flavor to Savor

With Asian Single Malt Whisky rapidly gaining popularity, driven by awards, Scotch whisky tariffs and adventuresome, young palettes looking for alternatives to the old school, it’s no wonder Amrut’s Single Malt Whisky is being explored after a long week of work and before a fun night out. Amrut finds it’s Single Malt Whisky nicely positioned between Scotch and Kentucky whiskies in terms of flavor and aging. But what if you knew that behind every drop of Amrut, was a history of struggle, perseverance, and finally, triumphant victory?

A Little Whisky History

Believe it or not, it’s a bit of a feat that Indian single malt whisky is even on worldwide shelves at all. For most of history, Indian whisky was viewed as cheap and second-grade, unable to compete with the likes of Scottish whisky. Amrut launched its first single malt whisky in 2004, but it wasn’t until 2010 that it finally got the recognition it deserved. In 2010, renowned malt connoisseur Jim Murray gave Amrut Fusion an unprecedented score of 97 points, making it the #3 Ranked Whisky in the World in Murray’s Whisky Bible. 

Doing the Legwork: Ashok Chokalingam Treks Over 300,000 Miles

The glory and status attained by Amrut was by no means done so overnight; it took years of hard work and dedication to the craft, a 300,000 mile solo-trek across the United Kingdom, and a little bit of serendipity. It just so happened by chance that Rakshit Jagdale, the Amrut chairman’s son who is now Managing Director, and Ashok Chokalingam, both studied at Newcastle University in the UK and became good friends. Recently pasted, Amrut Chairman Neelakanta Jagdale asked them both to develop a hypothesis on how well an Indian distilled Single Malt Whisky would do in the worldwide market, and the outcome was favorable. 

From there, Ashok traveled all over the United Kingdom to speak with people from various different cultures and backgrounds, about the luxuriousness of Indian Single Malt Whisky. Between 2004 and 2008, Ashok grew the brand’s reputation and bolstered public interest in the one-of-a-kind Indian product. He took time during this critical period to let his contagious passion spread to those he met along the way, inspiring them through each story and every sip. Fast forward, and today Amrut Indian Single Malt Whisky is booming in over 42 countries worldwide.

The Fruits of Labor

Ashok is now the head distiller of Single Malt Whisky, Amrut whisky is in high-demand worldwide. The United States is the world’s largest consumer of Scotch, as well as Amrut’s largest market. Chairman Neelakanta Jagdale and his team saw an opening in the market for something new, something different that worldwide consumers hadn’t yet had a taste of - so he seized the opportunity and struck while the iron was hot, making Amrut into the Legendary Indian Single Malt Whisky. Amrut distills their whisky to the exacting standards of the Scotch Whisky Association, but it’s anything but standard. Ashok says Amrut has found its place between Kentucky and Scotland. Amrut’s distillation style and mash bill is similar to Scotland, however maturation is more towards Kentucky, as the angel’s share is high and humidity is low. Amrut’s angel’s share is 10-12% per year, Kentucky is closer to 7% and Scotland tends towards 2%.

In today’s rapidly expanding and dynamic market, you have to stand out to succeed, and Amrut’s product, story, and spirit is doing just that.