Why whisky makers are aiming at the younger market segment
As per the latest statistics released by SWA (The Scotch Whisky Association), India is the largest market in terms of volume, overtaking France in the year 2022.
Published by Hospitality World
The alco-bev industry in India is buzzing with activity TIC (tongue in cheek); gin trails, wine and cocktail fests, and platforms such as ‘the vault home bar’ recently held in Mumbai, brings a significant number of these groups together. While the new segments create novelty and excitement, whisky continues to dominate the spirits world by a distance and India is no exception. As per the latest statistics released by SWA (The Scotch Whisky Association), India is the largest market in terms of volume, overtaking France in the year 2022. It also confirms a staggering growth rate of over 200 percent of scotch imports to India, all this with a tax rate of 150 percent. The most important statistic presented was perhaps the one line that estimated this volume being around 2 percent of the overall whisky market in India. Brown spirits have always had a special place in India and these numbers reaffirm the preferences.
Having observed the whisky world in India for over the last 15 years and running a club for the last decade, I can relate to these statistics and sentiments. Unlike the other spirits, which are having their moment under the sun, whisky has been seeing a steady growth in India and the last 5 years the pace has picked up significantly. The reasons are multi fold and broadening of the age group that favour the king of spirits is one of the key influencing factors. What traditionally used to be a preference of the age group 45 years and above has dropped by 10 years, and this has influenced the demand in several ways. Increased affordability, experimentation, access to markets abroad due to travels, social media, and a bolder attitude are hallmarks of the younger consumer. Palate preferences are continuing to evolve because of these behaviours & with women finding their cosiness with whisky, the manufacturers are having a field day trying to fulfil the demand.
Memberships in whisky clubs reflect similar trendlines related to age groups and preferences. Manufacturers are taking note of these subtle changes and are not only ramping up the production capabilities but spinning the narrative accordingly. A market study for the club back in 2021 revealed that Indian single malt distilleries which had little or no presence in the domestic arena a few years ago had as many as 28 variants. That number is closer to 40 today and I am talking about premium whisky which is a minuscule part of the overall pie. Large multinational corporations in Alco-bev have started portfolios specifically for India. Brand ambassadors are incorporating whisky cocktails as a part of curated experiences which was an unknown phenomenon back in the day. Not many moons ago, what would be considered as blasphemy by the Scots and whisky pundits is now a reality! Single malt whisky brands are creating variants specifically for cocktails, I would imagine they don’t have the grey-haired gentleman next to the fireplace in mind but rather the generation that is exploring their equation with whisky. Indians have been condoned multiple times about their ignorance of whisky drinking etiquette; adding soda, loads of ice, water and sometimes as far as coke were the habits that were frowned upon. Whisky might be causing amnesia as these very additives and mixers are encouraged today & highballs are the order of the day. While personal preferences may guide your choices when ordering your whisky, what is apparent is the change and inconspicuous manner in which the spirit is going about its business and wooing patrons in India.
The author is the founder of Single Malt Amateur Club.
Written by Hemanth Rao
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