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Issue 129 - Spirited Summer

Whisky Magazine Issue 129
July 2015


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Spirited Summer

The big brands focus on India

For worshippers of whisky in India, the next few months promise indulgence, adventure and discovery. Quite a few new whiskies, are due to debut in India and some existing ones, which were quiet for a while, will stir up the action for the ‘share of the throat' for many Indian consumers.

The last few years have seen whisky brands take a back seat due to several reasons. From distribution issues and delay in imports, to compliance in new food safety requirements, brands were too busy meeting the basics. They were not really wooing customers and consumers. Mass media advertising in any case is not an option in India. All was quiet on the ‘Whisky Front,' with only Diageo and Pernod Ricard representing the whisky outreach in India. India was largely the land of the ‘Glens'…

The recent proliferation and sophistication in retail in India has ensured a higher take-up of whisky in the domestic market. Whisky and other premium spirits can now be bought from high-end retail outlets including The Cellar and House of Spirits. Over the last ten years, retail has transformed the customer experience. Once seedy shops selling spirits from behind steel bars, they are now sophisticated stores with trained store guides to assist the customer. Things have come a long way for the overall retail experience.

The Indian whisky market is increasing with popular, premium and imported spirits accounting for over 290 million cases of whisky every year. Eight Indian whiskies feature in th...

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