John Distilleries is one of India’s largest alcobev companies. The company’s flagship brand, Original Choice, is the seventh largest selling whisky in the world – having volumes higher than Jack Daniels, Imperial Blue and Ballantines. Original Choice is amongst the leaders in the economy segment of Indian Made Foreign Liquor (IMFL) whisky, which accounts for nearly 50% of all IMFL whisky sales in India. JDPL has a market share of 38% in Karnataka (leading position) and 10% in Seemandhra & Telangana (top 5 position). These states account for approximately 60% of all whisky consumption in India.

JDPL has broadened and premiumized its portfolio over the last few years with the launch of Mont Castle (premium brandy), Paul John Single Malt (super premium whisky) and the recently launched Roulette (super premium brandy). It has also built a unique portfolio of wines under the brands Big Banyan (premium), Ampersand (semi-premium) and Goana’s (economy).

Since its launch in late 2012, Paul John Single Malt has won numerous prestigious awards. It was awarded the ‘Liquid Gold’ certification by Jim Murray with a score of 96/100 in all three editions – 2013, 2014 and 2015 – of his Whisky Bible. In addition, it has won several gold and silver medals in the ‘International Spirits Challenge’, ‘World Of Whisky Masters’, and ‘Wizards Of Whisky’ events over the last three years. The success of the company’s brands across categories and price spectrums underscores JDPL’s strong product development capabilities and its extensive understanding of consumer preferences.

IMFL is one of the largest consumption categories in India and is purchased and consumed like an FMCG product. There is strong brand preference, tendency to move up the brand ladder and daily/non-discretionary consumption especially at the lower end of the price ladder. There are significant barriers to entry and each state is a different market involving heavy investments in licensing, bottling units, etc. This provides the incumbents with dominant market shares significant advantage in their home markets.

JDPL’s flagship brand ‘Original Choice’ is one of the largest brands in its category worldwide and has demonstrated consistent growth. In addition, the company has also created several other brands in premium brandy, whisky and wine categories which provide it additional avenues of growth. JDPL also produces its own malt and grape spirit, and as the company grows its premium brand portfolio, control over high quality matured spirit provides a significant competitive advantage.