Make Mine a Large

India is now the biggest market for Scotch whisky in the world. What gives?

-  SANDEEP ARORA

Whisky is on a high in India, a new unprecedented high. Bars across hotels are depleting their premium whisky inventories like never before, and premium banquets, which were used to selling blends are now enjoying global palates that voyage across Scotland, Ireland, Japan and even Taiwan. Home Bars have whiskies that range from traditional "Glens" to new age distilleries. Whisky cocktails are mixology's favourite toast, using even smokey whiskies, and not just blends.

In India, this new wave is coasting on premiumisation with Scotch whisky leading the pack. Premiumisation informs a consumer trend that prioritises premium products and authentic consumption experiences. Experts attribute this trend toward premiumisation and indulgence to impulsive and aspirational behaviour, seeking higher-priced, often more sophisticated products with perceived quality attributes that underline status. In recent years, premiumisation has become a key driver pushing value growth in spirits sales around the world, as consumers opt for increasingly exciting and high-quality experiences and choices to suit their tastes. Spirits producers also attach a high value to the consumers' experience when tasting premium spirits.