From Biscuits to Barrels: How Paul John Revolutionized Indian Whisky

Revolutionizing Indian Whisky: The Paul John Legacy

India’s whisky landscape has dramatically changed over the past two decades, and at the forefront of this transformation is Paul P. John, a name synonymous with quality and innovation in the world of distilled spirits. With his eponymous label, Paul John whiskies have not only garnered global recognition but also reshaped perceptions of Indian whisky, elevating it to a status comparable to that of famed distilleries from Scotland and Japan.

Paul John: A pioneering figure in Indian whisky.

The Genesis of a Distillery

Paul John’s journey into the world of whisky began under humble circumstances. After a failed attempt at running a biscuit factory, he turned his focus towards distilling, backed by family heritage in liquor production. The conversion of a defunct factory into a distillery marked the birth of Original Choice whisky in 1996, which soon became a bestseller in India. However, while Original Choice was commercially successful, it lacked the finesse desired by connoisseurs.

In his own words, John recalls the early challenges of navigating a market still viewed askance by the cultural mores of the time: “In movies, alcohol businessmen were always portrayed as villains. Back then, country liquor dominated, and the business model was vastly different.”

A New Direction with Single Malts

As Original Choice thrived, John sought to explore new horizons in whisky crafting. His decision to travel to Florida changed everything. Surrounded by high-quality whiskies, he identified a gap in the Indian market for single malts. Inspired by the meticulous methods of the pioneers like Masataka Taketsuru, he envisioned creating a distinctly Indian single malt that could stand on the world stage.

“I started tasting high-quality whiskies, including single malts. I thought, ‘This is something we don’t have back home.’”

Establishing Roots in Goa

John carefully selected Goa for his distillery, aligning it with the warmth and stillness reminiscent of Scotland’s distilling climate. He faced unique challenges, particularly concerning the hot and humid environment that demanded an adaptation of traditional whisky production techniques. Michael D’Souza, his master distiller, emphasized the balance of art and science in whisky making: “Goa required us to modify everything from pot stills to the whisky-making process.”

The first Paul John single malt launched in the UK in 2012, and it wasn’t long before the brand garnered international awards, establishing its pedigree among the whisky elite. Once acclaim was secured in Europe, John returned to India, paving the way for a new era of whisky appreciation in his homeland.

Achievements and Global Recognition

By 2014, Paul John whiskies began outperforming traditional Scottish labels in blind tastings. The brand achieved numerous accolades across global markets, contributing to a paradigm shift in how Indian whisky was perceived. The tide was turning, indicating that innovation and tradition were no longer exclusive to Scotland or Japan.

The industry was changing too, with Indian distillates gaining a foothold on prestigious platforms. For instance, a collector’s edition of Indri whisky earned the title of “world’s best whisky” at a major event in the U.S., marking another milestone in India’s whisky evolution.

Master distiller Michael D’Souza at work Behind the scenes: Crafting excellence.

Challenges Ahead

Despite the advances, there are hurdles that John must navigate. Notably, India lacks domestic peat—an essential component for producing certain styles of whisky. As John admitted, sourcing peat is still a challenge, often relying on imports from Scotland to achieve the desired flavor profiles in his whiskies.

Moreover, while Indian distillers are advancing in their craft, they still lack the extensive aging knowledge that has been honed in Scotland over two centuries. D’Souza reflects, “We have not yet reached the level of comfort that the Scots enjoy with their whisky aging.”

The Future of Whisky in India

Looking ahead, John anticipates a cultural shift towards greater whisky appreciation, driven by emerging whisky clubs and tasting societies across India. As interest flourishes, events and exclusive releases are starting to penetrate beyond metropolitan areas into smaller towns, fostering a more widespread appreciation of quality whisky.

“It’s just a matter of time before whisky tasting becomes commonplace in every level of society,” he posits, envisioning a future where Indian whiskies not only compete internationally but also become a staple of domestic celebrations.

As India’s whisky story unfolds, Paul John remains a pivotal figure, driving innovation from the bustling heart of Goa’s distillery. His legacy serves not just as a beacon for aspiring distillers in India but also as a testament to the remarkable journey Indian spirits have undertaken on the global stage.

Conclusion

The transformation of Indian whisky, symbolized by the works of Paul John, exemplifies a dedication to quality and a deep understanding of both traditional and modern distilling practices. With a promising future ahead, India’s single malts are poised to take their rightful place among the finest in the world, proving that excellence knows no geographical bounds.