• Tippling over: Scotch consumption in India has doubled since 2020

    National
    Tippling over: Scotch consumption in India has doubled since 2020

    Furthermore, the survey stated that expensive whisky is becoming a popular choice for millennials due to rising income levels. 

    Digital Desk: Scotch sales in India have nearly doubled in
    the last two years, thanks to increased consumption by millennials and a
    burgeoning middle class, according to a study published on Thursday by The
    Economic Times (ET).



    According to the estimate, based on data from global alcohol
    market analysts IWSR, India will consume 7.5 million cases of Scotch whisky in
    2022, up from 3.9 million in 2020. There are nine gallons of whisky in one
    case.



    According to the data, India will be the world's biggest
    Scotch export destination by volume in 2022. In terms of volume, India ranked
    second only to France in Scotch imports in 2020. Furthermore, it demonstrates
    that premiumization in Scotch is prevalent.



    Furthermore, the survey stated that expensive whisky is
    becoming a popular choice for millennials due to rising income levels. Its
    versatility as a cocktail mix, as well as its ease of availability through
    restaurants, are major factors in its rising popularity.



    "Indian consumers have preferred Scotch for its depth
    of flavours for generations," Shweta Jain, chief business development
    officer of premium, luxury, reserve, and craft at Diageo India, which retails
    brands like as Johnnie Walker, Black Dog, and Singleton, told ET. Young legal
    drinking age entrants continue to find that aspirational, and they have begun
    to realise the versatility that Scotch provides to many occasions and
    serves."



    Another industry expert, Sachin Mehta, country
    director-India and Indian subcontinent at William Grant & Sons, which owns
    the Glenfiddich and Balvenie brands, was quoted in the report as saying,
    "Premium products across spirits are under-indexed, and this is a natural
    correction, accelerated by at-home drinking, which has made people shift
    consumption to less but better quality drinking."



    The CEOs also stated that during the Covid-19 pandemic in
    2020, a large amount of purchasing volume went from global travel retail to
    domestic retail and has not returned since.



    Despite the growth in demand, Scotch still accounts for only
    3.1% of overall alcohol consumption in India.

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