Ten years ago, the local subsidiary of international drinks giant Pernod Ricard introduced India to the pleasure of triple distilled Irish whiskey with Jameson. It was a big hit as young urban Indians, many of them first-time whiskey fans, took to its smooth taste and gentle flavour. Thanks to Jameson, Irish whiskey has gone on to become the largest growing niche segment in the premium whiskey market. According to market research firm Canadean Ltd., Irish whiskey sales have been growing at the rate of 58 per cent compounded annually for the last three years.
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