OAKSMITH WHISKY ON TRACK FOR 2M CASES IN INDIA AS SUNTORY SEES GROWTH SURGE

Suntory Global Spirits’ Oaksmith whisky is on course to hit 2m cases in India in 2026, seven years after launch. CEO Greg Hughes credits distribution expansion and IPL tie-ups for the brand’s double-digit growth. Oaksmith’s rise coincides with India’s new UK trade deal, reshaping competition in the whisky market.

Suntory Global Spirits’ Indian-made foreign liquor whisky Oaksmith is poised to reach annual sales of 2m cases in 2026, just seven years after its launch. The milestone underscores the brand’s rapid ascent in India’s competitive spirits market, where it has consistently delivered double-digit growth since debuting in 2019.  

Speaking to Global Drinks Intel following the release of Suntory Holdings’ first-half results, CEO Greg Hughes described Oaksmith’s trajectory as “incredible growth,” attributing success to expanded distribution and high-profile marketing activations. Among these was a tie-up with Indian Premier League cricket teams Rajasthan Royals and Mumbai Indians, leveraging Oaksmith’s bottled-water extension to build visibility with millions of cricket fans. Hughes noted that Oaksmith, alongside Jim Beam and Teacher’s, had shown “incredible strength” in India, adding: “Oaksmith is on track to hit our ambition this year of 2m cases.”  

The brand’s rise has been a bright spot for Suntory Holdings, which reported a 0.2% increase in sales from its combined alcohol businesses – including Suntory Global Spirits – to JPY653.6bn (US$4.4bn) in the first half of 2026. Performance in the Asia Pacific region exceeded the previous year, driven in part by Oaksmith’s strong momentum in India. For Suntory, Oaksmith’s success demonstrates the potential of locally produced IMFL whiskies to capture scale in one of the world’s largest whisky markets, while reinforcing the company’s broader strategy of blending global expertise with regional relevance.  

Oaksmith’s growth comes at a time of significant change in India’s spirits landscape. Last month, UK producers welcomed the implementation of a free trade agreement between India and the UK, which has halved the duty on imported spirits such as Scotch whisky from 150% to 75%. Over the next decade, the rate will be cut further to 40%, opening the door for greater competition from international brands. While this development is expected to reshape the premium whisky segment, Oaksmith’s local production and strong brand equity position it to withstand competitive pressures and continue expanding its footprint.  

India’s whisky market, already vast in scale, is evolving rapidly as consumers embrace both premium imports and innovative domestic offerings. Oaksmith’s ability to balance international quality standards with local resonance has been central to its appeal. By embedding itself in cultural touchpoints such as cricket and investing in distribution expansion, the brand has tapped into India’s growing appetite for aspirational yet accessible spirits.  

As Suntory looks ahead, Oaksmith’s march towards 2m cases represents more than just a sales milestone. It signals the emergence of a new force in India’s IMFL category, one capable of competing with established domestic giants while carving out a distinct identity rooted in craftsmanship and cultural connection. With the Indian market set to become even more dynamic under the new trade regime, Oaksmith’s trajectory offers a glimpse of how global spirits companies can thrive by aligning ambition with local opportunity.