(Commonwealth_India) For decades, India has loomed large in the imagination of European spirits makers, a country with hundreds of millions of consumers, a long tradition of whiskey drinking, and a fast-growing middle class, yet one that remained frustratingly difficult to crack. Tariffs on imported spirits were so high that even well-known European brands often became luxury items, purchased for special occasions rather than everyday enjoyment. That is why the free trade agreement signed between the European Union and India on 27 January has been greeted with such emotion across the industry. It feels less like a routine trade milestone and more like the end of a long stalemate.
The commitment to cut India’s 150% tariff on EU spirits down to 40%, even if done gradually, changes the psychology of the market. For producers, it brings a sense of predictability and confidence that simply did not exist before. Rather than experimenting with small shipments, companies can now focus on long-term strategies, establish distribution networks, allocate resources for marketing, and share their brand narratives with Indian consumers who are growing more inquisitive about options beyond domestic labels. When SpiritsEurope’s Mark Titterington called the deal “a real game changer,” he was speaking to years of pent-up ambition finally finding an outlet.
Nowhere is that ambition clearer than in Ireland. Irish whiskey has been on a global journey over the past decade, reclaiming its heritage while finding new audiences far from home. For Ireland’s Minister for Agriculture, Food and the Marine, Martin Heydon, the EU–India agreement is not just about trade figures but about momentum. India is already the world’s largest whiskey market, and it is evolving quickly. Younger consumers are trading up, experimenting with premium imports, and becoming more brand-conscious. Lower tariffs make it easier for Irish whiskey to move from being a novelty on the shelf to a familiar choice in bars and homes.
The figures present a compelling narrative, yet they also suggest a more profound aspect. Irish whiskey exports to India jumped by 57% in 2024, pushing the country ahead of the UK as the fifth-largest export market for the category. Overall, the value of Irish agri-food exports to India nearly doubled in 2024, with whiskey accounting for the majority of this growth. This growth happened despite the old tariff regime, suggesting that demand was already there, quietly building. For many distillers, the new agreement feels like permission to finally meet that demand properly.
The contrast with other markets makes India’s rise even more striking. While Irish whiskey has faced headwinds in the United States, its biggest market, leading to a 5% drop in export value in 2025, India has moved in the opposite direction. Exports there have climbed by 75% since 2023, turning the country into a rare bright spot at a time when global spirits sales are becoming more unpredictable. For producers, India is no longer just a future opportunity; it is becoming a vital pillar of resilience.
The UK’s free trade agreement with India, finalized last year and sincerely welcomed by the Scotch whisky trade, has strengthened competition for consideration and shelf space. With both the EU and UK now appreciating improved entry, the race is on to conquer Indian customers. Success will rely less on trade policy and more on endurance, consideration of local tastes, respect for price sensitivities, and a long-term commitment to the market.
The EU–India arrangement is about more than dropping tariffs. It replicates a growing acknowledgement on both sides that trade can be a bond between cultures as well as economies. For Irish whiskey in particular, the contract offers the chance to move from the margins to the mainstream in a market that values whiskey like no other. For a business that has spent years observing India from the sidelines, this moment feels like the start of a new chapter, one erected not just on access, but on connection and confidence.
