How do you see the Indian IMFL landscape evolving? What role is Suntory Global Spirits playing in shaping it?

I love to call it Indian whiskey, because it’s time we recognize and celebrate the category for what it truly is. The landscape is undergoing a major transformation. Consumers are moving beyond entry-level offerings and increasingly seeking premium, authentic experiences that deliver quality without compromise.

Premiumisation is no longer just a passing trend, it has become the new normal, and Indian whiskies are gaining recognition and wide acceptance across segments for quality, innovation and craftsmanship. Our ambition has always been to elevate this category by bringing world-class products that resonate with the evolving tastes of Indian consumers.

How is Suntory Global Spirits responding to these shifts?

India is clearly moving up the curve in premium and crafted spirits. At Suntory Global Spirits, we have unmatched global expertise in whisky making – across Scotch, Bourbon, Japanese and international whiskies. That depth is reflected in our world-class portfolio which brings together the best of East and West.

We’ve introduced iconic brands like Oaksmith, Jim Beam, Teacher’s, Hibiki, Toki and Laphroaig. Each one stands for heritage and innovation, catering to a wide spectrum of consumers – from India’s own international whiskey to globally celebrated Japanese whiskies.

When we launched Oaksmith in 2019, it was India’s first truly international Indian whiskey brand, born from the philosophy of Gemba, which means going to the source and understanding where value is created.

Our Chief Blender, Shinji Fukuyo, spent time in India studying local preferences to craft a blend that combines the best of Scotland, the smoothest Kentucky Bourbons, and Japanese craftsmanship. This meticulous approach has helped us set new standards for Indian whiskey.

How does Oaksmith Nagomi extend this philosophy?

Oaksmith has always stood for reimagining the Indian whiskey category by blending Japanese craftsmanship with global whiskey-making expertise. With Nagomi, we are taking this philosophy from craftsmanship to mastery.

Crafted by our Chief Blender, Shinji Fukuyo (Master Blender of the Year, at the International Spirits Challenge 2024), Nagomi brings together aged Scotch malts, smooth American Bourbons, and the precision of Japanese blending to create a whiskey of remarkable depth and balance.

Oaksmith has since expanded to more than 20 markets and crossed the milestone of a million cases in 2024. Building on this success, we recently introduced Oaksmith Nagomi, our most premium expression yet.

How do you impress this on bartenders and mixologists in India?

Beyond bringing great spirits, we are working closely with India’s top bars, the world’s best bars, and the wider F&B community to elevate consumer experiences through innovation and expertise. Our approach is rooted in a deep understanding of evolving consumer needs and delivering moments that reflect the true aspirations of today’s Indian consumers.

At Suntory, our philosophy of Monozukuri (craftsmanship), Monogatari (storytelling), and Gemba (going to the source of value creation), guides everything we do.

Our skilled brand advocates, led by Rohan Jelkie, who heads Brands Advocacy for Suntory Global Spirits, are at the forefront of how we engage India’s bartending community. They go beyond training, mentoring and inspiring bartenders to embrace precision, creativity and respect for craft.

This year, we took it further with masterclasses by global icons like Jigger & Pony and Bees Knees, giving Indian bartenders direct access to world-class expertise. Through these sessions, bartenders and mixologists explore the craftsmanship behind each spirit, understand the nuances of flavour, and experience the meticulous techniques that define our portfolio.

By combining education with practical experience, we help them translate our heritage into modern cocktails, ensuring that Suntory Global Spirits’ craftsmanship and precision reach consumers in every glass.

Why should F&B managers showcase/ serve the Oaksmith range on their bar shelves/ menus?

Oaksmith stands apart as India’s pioneering international whiskey. There are only a handful of whiskies in the world – and none in India – that offer such a unique balance of heritage and innovation, making Oaksmith a category-defining blend.

Today’s consumers want whiskies that are approachable yet memorable – something they can enjoy neat, on the rocks, or in cocktails. Oaksmith delivers exactly that: a smooth, layered profile with notes of oak, ripe fruit, and a subtle hint of smoke.

For F&B managers, Oaksmith offers both a compelling story and a versatile spirit. Its craftsmanship-led legacy elevates any bar’s credibility, while its flavour profile pairs seamlessly with diverse cuisines and cocktail styles. Adding Oaksmith to the menu means offering more than a drink – it’s a refined, globally informed whiskey experience that resonates with modern Indian consumers.

The Oaksmith range is a category-defining blend, with only a handful of whiskies in the world that offer such a unique balance of heritage and innovation.

What strategies are you adopting to engage with younger demographics while retaining traditional whiskey drinkers?

At Suntory, we are intentional about how we engage with legal drinking age consumers. It’s never about young versus traditional. What matters most is the occasion, and how we show up meaningfully. It could be a celebratory toast or a casual evening with your friends. Our brands are crafted to elevate those experiences.

Also, our portfolio gives us the ability to show up with character across these occasions: Jim Beam brings a carefree spirit that’s versatile and easy to enjoy; Teacher’s remains the trusted Scotch for those who appreciate depth and heritage; Laphroaig and Hibiki offer discovery and luxury for discerning drinkers; and with Toki and Roku, we are creating vibrant, contemporary experiences that bring Japanese artistry to life.

We bring this philosophy alive through immersive activations. ‘One Night in Toki-O’, Laphroaig’s ‘Unphorgettable’, Roku’s ‘Come Alive – each of these experiences are built to showcase craft, culture, and authenticity in ways that resonate with today’s legal-age consumers.

What are your priorities for expanding Suntory’s presence in India, both in terms of portfolio development and deepening consumer engagement?

Our priority is to strengthen our current portfolio that addresses relevant consumer occasions. Oaksmith is key priority as we aim a larger play in the Indian whiskey segment. And we are seeing great momentum behind the brand.

Teacher’s is an iconic brand and will continue to lead our Scotch portfolio. For emerging whiskey drinkers, Jim Beam brings versatility and approachability. For luxury consumers, Hibiki, Laphroaig and Maker’s Mark offer unique memorable experiences.

With Toki and Roku we are opening new opportunities amongst young emerging consumers in premium spirits. This year, we are also introducing The House of Suntory’s Roku Sakura Bloom Edition in select cities, with plans to expand nationwide. By focusing on portfolio strength, cultural relevance, and authentic storytelling, we ensure Suntory brands build meaningful connections and loyalty across generations.

How is Suntory Global Spirits incorporating sustainability and responsible consumption into its India story?

For us, sustainability and responsible consumption are not just commitments but a way of life, shaping how we operate in aligned with our global proof-positive ambition. Our initiatives across India include rejuvenating ponds in Haryana, supporting rainwater harvesting in Rajasthan, improving clean water access in Odisha and West Bengal, and tree plantation drives across Maharashtra and Goa.

From transforming schools to beach clean-ups, we are creating stronger bonds with society and nurturing a culture of shared responsibility. This year alone, our employees contributed over 1,100 volunteer hours through the programme.

Responsible consumption remains central to our story. Through the Drink Smart platform, we actively engage with legal drinking age consumers to promote moderation and informed choices. These efforts reflect our ambition to leave a meaningful legacy for both society and future generations.