By Neha Mehrotra

Whisky is more than just a drink—it’s a craft, a legacy, and for Angus Dundee India, a mark of quality. With a rich heritage rooted in Scotland, the brand has carved a niche in the Indian market, not just as the largest supplier of Scotch whiskies but also as a game-changer with MacRoys—its own blended Scotch whisky. We sat down with Hasan Bakhtawar, Chief Operating Officer—Cased Business, Angus Dundee India, to understand the brand’s foray into the Indian market, its offerings and why quality will always be king in the world of spirits and more.

1. Can you give an overview of the presence and operations of Angus Dundee in India?

Angus Dundee India is a subsidiary of a Scotland-based company by the name of Angus Dundee Distillers PLC. It’s a 70-plus-year-old group that has been into supplying bulk whiskies across the globe. We have two distilleries, Tomintoul and Glencadam, and we also have single malt whisky by these names and we have been supplying our bottled single malt whiskies also across the globe. Angus Dundee India came into existence in 2012, primarily supplying bulk Scotch whiskies to many Indian-made foreign liquor manufacturers. We have been supplying many companies that are bottling their own Indian-made foreign liquor and we are also the largest supplier of Scotch whiskies in India.

2. How did MacRoys come into existence, and what was the intention behind introducing your own blended Scotch whisky?

In the year 2019, we assessed the market and realised there is a need for a particular whisky, which should have a different taste profile. We thought, if our strength lies in giving good bulk Scotch and having our own reserves and distilleries, why not venture into the Indian market with something unique to the customers? So we introduced our own blended Scotch whisky by the name MacRoys.

3. Tell us more about MacRoys, its variants and flavour profiles…

MacRoys was introduced in 2019 as a pilot project and was initially launched in just two or three markets. The response, however, was overwhelmingly positive, prompting an expansion in early 2020. Today, MacRoys offers three distinct variants: the classic MacRoys Blended Scotch Whisky, the Extra Peat Variant, and the Sherry Cask Finish.

The classic MacRoys Blended Scotch, unlike most blended Scotches, is aged and matured in first-fill bourbon casks; the quality of alcohol is much superior. Our thought process was that we wanted to give our consumers value for money at that particular price point. For those who enjoy a smokier profile, we introduced the Extra Peat Variant. Smoky whiskies aren’t traditionally favoured in India because people here like very easy-drinking whiskies. Keeping that in mind, we introduced a whisky, which is first matured in a 1st fill bourbon cask. And then, rested in a sherry cask for a period of time. The bourbon cask gives a vanilla and chocolate flavour, while the sherry cask gives sweetness and a mellow flavour to the blend. So it is a completely rounded blend. The Sherry Cask Finish is a true standout and there’s no other blended Scotch whisky that is Sherry Finish.

4. What is the USP of the brand?

As a leading Scotch company with a strong presence in bulk, our USP is undoubtedly quality. We offer a kind of liquid that sets us apart from the competition. When we launched MacRoys Blended Scotch Whisky, our entire communication focused on emphasising quality and the craftsmanship behind our blend. Furthermore, to educate the consumer, for MacRoys basic variant, we have mentioned on the label that we are providing a liquid, which is a first-fill bourbon cask matured.

5. The Alco-bev market is a very cluttered market and over the years, brands have failed to sustain, especially Indian brands or brands that have just been Indian-centric to an extent. How do you see to overcome that?

If we analyse the blended Scotch whisky market in India, whether the product is bottled in origin or bottled in India, there haven’t been many failures in the past. The market for blended Scotch whisky is relatively small in proportion to the entire IMFL industry, but growing; breaking into this niche segment is difficult and having the right product-market fit, along with the reserves and infrastructure, helps in sustained growth.

The industry is witnessing a consumer-centric shift; they are no longer indulging in alcohol to be intoxicated but to have unique experiences. This evolution is a result of the growing demand for products that prioritise quality over quantity. So, the focus should be on providing innovative offerings that continue to meet the evolving preferences of whisky enthusiasts.

6. There is a sudden shift of change in the Indian diaspora where the Gin market is rapidly growing. Do you think this might eat up the share of a blended Scotch whisky?

No, I don’t think so. Seasoned whisky drinkers have a strong loyalty to whisky, and while they may experiment with other spirits like gin or craft gins, they tend to return to whisky as their preferred choice. If we look at the Indian market over past years, we can see a clear trend where gin, especially craft gins, gained attention as experimental products, and some premium variants have established themselves as lasting favourites.

7. Do you feel that there is still a need for educating people about whiskies in India?

With the kind of experimentation happening in the blend, consumers definitely need to know. I still believe that people fail to have a distinction between casks, blends, or varieties of malt. To educate our consumers, we started with an initiative of calling our Master Blender, Iain Forteath, to India because we wanted our consumers to know exactly what they’re drinking, what we are offering, and what extra we are giving to them.

8. Will you be bringing your full-on single malt portfolio to India? And can you share your expansion plans?

Our Tomintoul Single Malt range is available in Delhi duty-free. We are in Mumbai and Hyderabad and soon will expand to other locations as well. As far as the civil market is concerned, we are present in select markets across Northern, Eastern & Southern parts of India and plan to expand our distribution footprints in the coming years.