The big boys of the booze business – Diageo and Pernod Ricard – are fully aware that India is the world’s largest whisky consumer market. Homegrown distilleries like Paul John and Amrut have demonstrated success, exponential growth, and international recognition with their Indian single malts. Whilst blends still dominate, the rise of premium Indian single malts is a trend any major player ignores at their peril!

Premiumization, national pride, accessibility, and catering to an Indian palate are all drivers to provide a local single malt… And one fine evening in Germany, a friend and I decided to check out what Diago and Pernod Ricard had as their answer!

Longitude 77 is Pernard Ricard’s response, part of their premiumization trend to go beyond IMFL brands like Royal Stag and Blenders Pride. Launched in 2023, Longitude 77 is part of their “Global Expertise, Indian Character” approach. The distillery is based in Dindori, Nashik, Maharashtra and uses a double cask maturation approach with ex-bourbon and ex-wine casks.

Longitude 77 42.8%

• Nose – Fruity, fresh like a cool rain, pleasant yet somewhat innocuous, then the oak kicks in, perhaps with a hint of smoke and berries?
• Palate – Nope, not for me. Not balanced with an odd mix of peat, wine, dates and dried fruits, chased by smoldering plastic
• Finish – Oddly bitter, burnt

It was intended to be approachable, smooth, and complex. Maybe our sample had sat too long in the mini bottle, however, it was far from being approachable or even that enjoyable. In truth, we didn’t even finish our glasses.

What do the folks at Pernod Ricard have to say?

This Indian single malt is named after longitude 77° East which runs through the heart of India from its north to south and marks India’s position on the world map.

Meticulously crafted using locally sourced rich ingredients from India’s diverse terroir, this smooth, full-bodied spirit boasts notes of caramel, vanilla, and subtle peat smoke making it a whisky for connoisseurs. Double cask matured in American Bourbon barrels and wine casks, it is extra aged at a state-of-the-art distillery at Dindori, Nashik making it a top single malt whisky for special occasions. The liquid’s dark mahogany colour is a testament to this ageing process.

Godawan is part of the Diageo stable, best known for Johnnie Walker, with Black Label having once been the quintessential single malt in Indian homes! Godawan is distilled in Alwa, Rajasthan, and forms part of Diageo’s strategy of “Mindful Luxury” and uses the Great Indian Bustard (Godawan) as its moniker.

Their 1st edition is aged in ex-bourbon barrels treated with Indian botanicals – Rasna and Jutamansi – before being finished in PX sherry casks. Outside of India, it retailed for ~GBP 62 vs INR 4,100 in India. However, good luck finding a bottle!

Godawan 01 “Rich and Rounded” 46%

• Nose – Sweet orange, citrus joined by sponge cake, peaches, and sweet spices, marmalade, rosemary… as it opened, there was red licorice
• Palate – Soft at first, then showed its teeth – sharp around the edges, less fruity than would seem from the aroma, heavy on the wood and spice, lots of ginger
• Finish – Espresso beans

If I didn’t know any better, I would have thought some red wine casks were involved! It is direct, a bit thin. However, overall, it was a good effort.

You can read more about the Godawan story here.

Both whiskies are clearly tapping into desi palates, and recommend serving with a big cube of ice. Neither captivated my senses; however, of the two, Godawan was more appealing.

Given the “parents” backing of these distilleries, there is no doubt the products will evolve and find their place in the market. Whilst this first brush was uninspiring, perhaps there will be more interesting things to come!

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