How about sipping from a glass of whisky that tastes sweet on your palate, carries notes of fruit peels, raisins and vanilla?
Well…the old man’s drink is quickly evolving into the drink of choice for millennials. That India is one of the largest consumers and producers of whisky globally is a given. But the consumption pattern is transforming with millennials taking a liking to the spirit, courtesy of distinct flavour profiles and the appearance of whisky at innumerable pop-ups, events and social soirees.
Whisky is the most consumed spirit in India, accounting for 60% of the Indian spirits market, which was valued at Rs.1.84 trillion in 2016 by research firm GlobalData. Whisky consumption in India has more than doubled from 80.2 million cases in 2007 to 193.1 million cases in 2016, as per data by the International Wine and Spirits Research (IWSR). Each case contains 9 litres of the alcoholic beverage.
And now due to growing exposure and high paying jobs, millennials are warming up to whisky, says Kushagra Nagrath, senior vice president, F&B, Bar Bar. “Millennials are moving from chilled beers to scotch or single malts. A lot of it also has to be attributed to mainstream Hollywood, Netflix, smart advertising and product placement by the whiskey industry at large.’’
Whisky has always been a part of popular culture, say experts. "The emergence of sitcoms like Statesman, Mad Men, Suits and cult movies like James Bond – Skyfall, Star Trek gave it a much-needed makeover of a ‘’cool and aspirational’’ drink which resonated with millennials,” says Anshuman Goenka, director-marketing, Bacardi India.
Off late, there has been a rise in whisky cocktails, which is driving the surge from millennial drinkers. Balakrishnan Subramanyam, managing partner, The Old Fashioned Bar in Bangalore, says the cocktail culture has witnessed a renaissance with bartenders churning out ‘’exciting drinks with various spirits and ingredients. Cocktails are made to enhance the flavour profile of the spirit and them more enjoyable.”
Experts believe bourbon is playing a lead role in this.
“The reason is pretty obvious. Cocktail culture originated in America and bourbon was the preferred choice of whiskey in cocktails as Americans have always been super proud of bourbon. Hence most classic whiskey cocktails call for bourbon or rye whiskey. And cocktails like old fashioned, Manhattan and whiskey sour are becoming more popular day by day in India,’’ says Himanshu Desai, beverage manager, Kode. Unlike the older generation that displayed their loyalty to a particular whisky brand, millennials are seeping deeper into cocktails, adds Desai.
According to Nagrath, the rising popularity of bourbon whisky in recent years, due to its approachable price points and sweetness, has attracted younger drinkers. “Scotch, though '‘peatier’’, a bit more bite is an acquired taste that millennials are starting to like. The Japanese invasion with their single malts, especially Suntory in the USA has also contributed to the frenzy. Moreover, millennial women have taken a lead here switching from wines to whisky drinking.”
Besides cocktails, another crucial reason that is making whisky a millennial drink are pop-up events and tasting sessions around cities. Goenka says they have struck a chord with millennials through comedy, gourmet street food, music and culture, as the idea is to not only deliver an experience but to engage in a freewheeling format, providing knowledge and versatility of the scotch portfolio. “The cocktail culture is bringing alive creative and immersive concepts like whisky pop up bars, blending sessions, whisky education programmes, whisky festivals, etc. which are a treat for whisky lovers. Since consumers are constantly demanding more innovative and premium drinking experiences through personal engagement, as a brand, we invest a lot of effort into creating such formats. For instance, Dewar’s, has a very cool personality owing to its “Live True” philosophy which is about living true to one’s passion. The intention is to resonate with a younger audience and be the quirky scotch,” says Goenka.
FROM CHEERS TO TOAST
- Whiskey is the most consumed spirit in India, accounting for 60% of the Indian spirits market
- Rs 1.84 trn whiskey market valued at in 2016 by research firm GlobalData
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
 "Whiskey")
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}