Diageo has slashed the retail price of its Johnnie Walker Black Label by roughly ₹450 in Maharashtra, the first state to implement the cut since the India‑UK free‑trade agreement took effect on July 15.
The move follows a 50 % cut in the import tariff on British whisky, dropping from 150 % to 75 % under the agreement, with a further reduction to 40 % slated over the next decade.
Diageo’s chief commercial officer, Ajay Gupta, told ET that the price change reflects the lower duty and a strategic push to make premium Scotch more accessible in high‑volume markets.
J&B’s 750‑ml bottle now retails for about ₹1,700 in Rajasthan, down from ₹2,300, while Pernod Ricard has approached state authorities for similar reductions on Chivas, Ballantine’s and The Glenlivet.
Amrut Distilleries’ chief Rakshit Jagdale said the price squeeze could pressure domestic single‑malts, but he expects a clearer market picture post‑festive season.
With the first wave of discounts rolling out in Maharashtra, Uttar Pradesh, Goa and Rajasthan, state excise boards are expected to approve further price reductions by the end of September, potentially reshaping India’s premium whisky landscape.