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Issue 127 - Dram-a-Queen

Whisky Magazine Issue 127
April 2015


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Whisky and a taste of India

At a private dinner in Kolkata last week, I made some interesting observations. Quite a few women guests were enjoying whisky and were curious to understand the concept of food pairing with whisky. They were keen to know how to serve better food and more 'relevant' snacks at home. They had lot of questions and also displayed a remarkable understanding of the amber nectar. It was a warm and welcoming sight although a little surprising as well. Kolkata, in the east of India, has had relatively less exposure to whisky and spirits in general, although it seems to be changing now.

A few years back, these lady guests would have either not enjoyed spirits or perhaps settled for wine. The transition over the last few years has been bold and expressive. Whisky, in India, is increasingly being enjoyed by women and even stronger flavours of Islay malts are well appreciated. The growth has been steady and firm.

As Indians, we are... well… 'A whisky nation' and enjoy over a 150 million cases of whisky every year, of both Indian and international brands. We are definitely high on spirits.

Over the last few years there has been a generic shift towards whisky becoming a lifestyle trend. Men and an increasing number of women are enjoying the flavours of Scotch whisky!

In India, whisky, has for a long time been portrayed as a manly, hairs-on-the-chest growing tipple. Although the truth is, whisky has long been appreciated and enjoyed by women.

Over the last two years, the number of ...

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