February E-Magazine

As we forward in 2025, we see a notable shift among consumer preferences towards premium alcoholic beverages. As highlighted in the cover story, this trend is bolstered by the country’s expanding network of luxury retail outlets and upscale bars. Amid this surge, Indian single malts achieved a historic milestone in 2023, accounting for 53 percent of total sales—marking a first to have surpassed international brands. Michael Jacob from Bord Bia maintains that the Indian market is becoming a hotspot for Irish whiskey too, due to the rise in the premiumisation trend. However, despite India being the largest global whisky market, Scotch whisky occupies only a 2 percent share due to high import tariffs and regulatory hurdles. This, according to Mark Kent, CEO of Scotch Whisky Association, presents immense growth opportunities. Other spirits’ like tequila too are addressing this rising consumer preference which is why brands like Moët Hennessy are bringing out all-natural products that perfectly aligns with the growing Indian desire for craftsmanship, and luxury.