A new high for Highball Culture

Over the past few years, there has been a surge in people’s openness to experimentation and new experiences that go beyond traditional norms. Today’s consumers are increasingly affluent and adventurous, which is fuelling the rise of an evolved cocktail culture in India’s spirits landscape. Whisky, with its versatility, has become a key player in this space, with innovative whisky highballs as well as classic whisky and-coke pairings which rank amongst the top bar calls for the year ahead, gaining traction as modern favourites. Vijay Dev, Category Lead - Global Whiskies, Bacardi, presents an overall picture of this emerging trend.

India’s cultural richness is vast and offers endless opportunities to connect with audiences in meaningful ways through diverse passion points ranging from food and drinks to art and music. One such window to a new cultural sensation is Dewar’s Xperiences which is a mission to successfully blend local cultural sensibilities with Dewar’s global craftsmanship, thereby creating sensory-rich, immersive events that resonate with the next generation of whisky enthusiasts in the country. Dewar’s Highball Challenge adds another momentous chapter to this journey of elevating India’s whisky culture and expanding the premium whisky segment. Embodying the brand ethos of discovery, this initiative highlights local talent on a global stage while also championing the rising popularity of whisky highballs, an innovation that Bacardi has consistently popularised in the Indian market. Additionally, by inviting top mixologists to incorporate ingredients unique to their region, crafting signature Dewar’s highballs, this initiative is tailored to celebrating India’s cultural richness while also staying true to Dewar’s global DNA of delivering premium, elevated whisky moments. On the other side of the bar, it speaks to consumers through an immersive guest experience of cutting-edge highball tastings, first-hand connection with the local artistry, and blending sessions that enhance their knowledge and integrate them as active participants in India’s vibrant whisky culture. “Delivering a holistic and authentic unforgettable whisky journey that combines depth, discovery, and cultural richness, we are extremely proud of this initiative that continues to position Dewar’s at the forefront of the promising whisky landscape,” says Vijay, who drives the whisky brand narratives and digital content to establish Bacardi’s tonality and persona in the market. Apart from Dewar’s, the company’s whisky portfolio comprises William Lawson’s and single malts like Aberfeldy, Craigellachie, Royal Brackla, Autmore and Deveron.

A Preferred Choice

Catering to a growing preference for premium and elevated offerings in India’s vibrant whisky-loving community, the company’s unwavering focus on quality and innovation has been instrumental in establishing Dewar’s, the world’s most awarded blended Scotch whisky, a key challenger brand in India’s promising whisky landscape. With each innovation meticulously crafted under the guidance of Master Blender Stephanie Macleod, six-time Master Blender of the Year, the ever-expanding premium portfolio, featuring offerings like the Dewar’s Double 36 YO priced at ₹ 4.5 lakh, is setting a benchmark for luxury spirits in the country. Beyond products, it is also through a consistent approach of owning highballs and highball experiences which has led to a significant uptick in the brand’s loyal consumer base amidst India’s expanding cocktail landscape. “As evidenced in a remarkable 25 percent YOY growth of our premium whisky segment, we are thrilled about Dewar’s unparalleled leadership on the backbone of our tailored innovations which continues to cement Dewar’s as the preferred choice in India’s scotch whisky category,” Vijay states.

Beyond Classic

Industry observers say that consumers, especially the young population, are increasingly exploring beyond traditional serves. This growing cocktail culture has certainly helped in the growth of whisky, especially the premium segment. Whisky, with its versatility, has become a key player in this space, with innovative whisky highballs as well as classic whisky and coke pairings which rank amongst the top bar calls for the year ahead, gaining traction as modern favourites. For premium whisky enthusiasts, this evolution has opened new avenues to engage consumers through elevated moments that pair craftsmanship with creativity – as exemplified by Bacardi’s repertoire of successful initiatives with Dewar’s Xperiences. Right from Dewar’s Highball Challenge and collaborations such as the Tribute to Bryan Adams Tour, the company has been crafting unique moments that celebrate India’s passion points over premium whisky moments. “As India’s cocktail culture continues to evolve, we are excited about the opportunities ahead as we seize its potential with authentic, memorable experiences that resonate with India’s influential next generation,” adds Vijay.

A Marketing Mix

Charged with a spirit of creativity and innovation, Bacardi is focused on leveraging the full marketing mix to engage with audiences, in adherence to the demands of the regulatory landscape. “Operating within the defined regulatory framework, our strategy encompasses authentic and genuine brand extensions, such as immersive experiences through Dewar’s Xperiences, which connect with our audience in meaningful and memorable ways,” explains Vijay. This strategy is in tune with India’s alcobev market that presents an incredible whisky opportunity, particularly in the premium category; with the country emerging as the fastest[1]growing Scotch whisky market globally to claim a spot among the top eight markets globally for the category.