E-Malt.com News article: Japan & India: Suntory targets US$1 billion sales in India by 2030

Suntory Global Spirits is targeting US$1 billion in annual sales in India by 2030 as it expands its presence in the world’s largest whisky market by volume. The strategy will combine locally produced Oaksmith whisky with imported brands including Jim Beam, Hibiki and Toki, The Spirits Business reported on August 19.

That would see India eclipse Europe, including the UK, as its third-largest market after the US and Japan. Last year sales in the subcontinent totalled approximately US$150 million.

The huge drive in one of the world’s fastest-growing economies will be based on its locally produced Oaksmith whisky brand supported by imported labels such as Jim Beam bourbon.

Suntory’s strategy is two-pronged, and unlike some competitors, it will not largely focus on premiumisation of expensive single malts or imported labels.

The biggest volume increases are planned to come in the mass and mid-premium Indian Made Foreign Liquor (IMFL) segments based on the locally produced Oaksmith, which will sell about two million cases this year.

The higher-priced market segments favoured by urban consumers will be met more by higher-margin imported brands such as Jim Beam bourbon and Japanese whiskies such as Hibiki and Toki.

India is the world’s largest whisky market by volume and Suntory’s drive further into it will increase competition, especially with the two market leaders, Diageo and Pernod Ricard.

In contrast to a route they have pioneered of building an Indian single malt brand from scratch, Suntory will instead concentrate on developing demand for its existing global portfolio.

To meet extra capacity, the Japanese private group says it will develop joint manufacturing deals rather than pursuing large-scale acquisitions.

Each of India’s constituent states has its own complex and varying regulations affecting alcohol production and sales. Suntory has wide experience in the market but is also building dedicated regulatory and commercial teams to navigate those hurdles.


19 August, 2026