India Glycols enters premium alcobev market, partners with Amrut Distilleries

India Glycols Limited (IGL) has announced its entry into the premium alcoholic beverages market in India through a strategic partnership with Bangalore-based Amrut Distilleries. The agreement marks a significant expansion for IGL, which has traditionally focused on regular Indian Made Foreign Liquor (IMFL) brands.

Under a brand licensing deal, IGL will manufacture, sell, and distribute key premium products from Amrut’s portfolio in the North Indian market.

This includes popular labels like MaQintosh Whisky, Old Port Rum, Bejoice XO Brandy, and MaQintosh White Label Whisky. Amrut Distilleries, known for its globally acclaimed Indian single malt whiskies, will oversee the quality standards and supply essential packaging materials through accredited vendors to maintain brand consistency.

The collaboration aims to tap into the growing demand for premium spirits in India. Raju Vaziraney, Advising President IMFL at IGL, emphasized that the partnership with Amrut is strategically timed to leverage IGL's market expertise amid rising demand for high-quality alcoholic beverages. The company is aiming to capture a double-digit market share in the premium segment within the next few years.

India’s alcoholic beverages market is predominantly led by brown spirits, with whisky alone accounting for fifty-eight per cent of IMFL consumption. Amrut’s premium product line, including its whisky, rum, and brandy offerings, aligns well with this consumer trend. IGL sees this partnership as a crucial step in diversifying its product offerings and strengthening its position in the premium alcobev segment.

IGL's state-of-the-art distilleries located in Kashipur (Uttarakhand) and Gorakhpur (Uttar Pradesh) are equipped to produce high-quality Extra Neutral Alcohol (ENA), which is used for both regular and premium liquor brands. The company’s existing portfolio includes popular regular range labels like Soulmate Whisky, Amazing Vodka, and Zumba Lemoni Citrus White Rum, with Soulmate Whisky having sold over a million cases last year.

The deal with Amrut is expected to round out IGL’s product line, allowing it to focus on a broader portfolio and channel resources towards becoming a significant player in the premium segment of the alcoholic beverages market.