While imported whisky brands have often been the hot favorite among connoisseurs, homegrown distillers too have managed to find their rightful place despite the tough race. A number of Indian whiskies have proven their mettle not just in the subcontinent but in the international market as well.
Imperial Distillers (Cheers group) in Goa, on India’s western coast, make popular “Three Monkeys Indian single-malt whisky”. The seaside climate soothes it. It was started in 2009 with IMFL (Indian-made foreign liquor) brands and has gained a lot of popularity around the nation. Their single malt journey began last few years back and produce exceptional single malts which have an ideal balance of sweet and savory because of their flavor of barley, walnuts, and sugary undertones.
Dr. Mohan Krishna, founder, of Cheers Group, who is well-known in the global whisky industry and also has the distinction of being the world’s first liquor marketing Doctorate, predicts that the Indian single-malt whisky sector is set to grow world-over due to premiumization, while also revealing their secret of winning over 100 national and International awards from just about all the top competitions.
“We will continue to expand our global presence and bring more surprises to whisky fans. More additions to our portfolio are in the offing in the coming years as we have reserves of peated single malts undergoing maturation in our oak barrels” says Ashwin Balivada, CEO of Cheers Group.
The globalization of single-malt brings challenges along with opportunities. The Cheers group, has launched a couple of years ago its flagship “Three Monkeys Indian single-malt whisky”, which looks timely as consumers look to economize post Covid-19, is one of the best Indian single-malt whisky because it is one of the most consistent, trustworthy, and moderately affordable brands. “We are really proud of what we’ve been able to achieve, being able to offer a new entry point in single-malt is a great way to help connect folks with our brand,” says Dr. Mohan Krishna.
The price of this best-selling Three Monkeys Indian single-malt whisky in Goa is Rs 1650/- for a 750 ml “Gift Pack” which is an excellent value for money.
“Our philosophy is very simple–we believe that the Cask is King. Around seventy percent of the flavors in a whisky are taken up slowly from the cask as the spirit lies maturing in the warehouse. Changing the Goa temperature draws the spirit in and out of the cask. Every cask is unique, with its own fingerprint” adds Dr Krishna.
“Three Monkeys, leisurely aged Indian single-malt is nothing short of spectacular. The classic, earthy peat notes are balanced with a touch of salty Goan ocean breeze, it’s a smooth, warm blend that allows all the flavors to dance synchronously” says Dr Divya Balivada, Global Creative Director, Cheers Group.
“You can’t beat the price, look no further, It’s exciting—it makes it more of an adventure for a novice who wants to start exploring the Three Monkeys Indian Single malt” adds Ashwin.