India was introduced to whisky back in the British colonial period, just like with cricket. From past few decades the image of whisky has changed among the people living in India. People were very ignorant and hesitant towards this drink and also with its quality being better when it’s old. People surely used to wonder if it would be good after that.
Now, if we talk about it people have become aware about its taste and are also educated about their different variants. May it be single malt or a blended scotch whisky; one can see the fascination among the whisky lovers and also their enthusiasm regarding the same.
India is now one of the world’s fastest growing whisky markets with the estimated worth of $10 billion by this year, according to the trade group study. With increasing disposable income of middle class and especially among youth, the flair for whisky has grown not only for the locally distilled whisky but also whisky coming from all over the globe.
Drinking foreign whisky in India is surely a statement of luxury, sophistication and prestige. Imported whisky brands like Glenfiddich, Johnnie Walker, Jack Daniels (my personal favorite ;)) leaves whisky lovers totally seduced.
Now, what we at St. ERHARD are planning is to merge the concept of our premium beer with whisky. Yes, we are shortly planning to bring whisky beer to India. Stay tuned for more updates on this in my next posts…