Globalization is now slowly bringing the idea of social drinking to India. Many parts of India still have orthodox thinking. The perspective towards the people who drink is like being drunkards rather than drinkers. This means that the aim among most of the people is to get as drunk as possible. This perspective of drinking alcohol is changing slowly as the awareness about alcohol is increasing between educated people and with the corporate culture of multinational companies.
In big developed cities like Bangalore, Mumbai, Pune and so on, drinking socially just to de-stress themselves is becoming a popular habit, especially among the people working in public sectors, IT firms and BPO’s etc.
Liquor in India is fairly easy available and most of the brands are also brewed locally. In order to make it cheap and to increase the sales volume, quality is put on stake by adding adulterated products, glycerin and so on.
Generally the attitude towards drinking alcohol in India varies in different parts of the country. At some point it feels like it depends on the amount of money one has. For those who have too much, drinking is just a part of civilized lifestyle. For those who have little, drinking often becomes a way to escape from tension and to forget what bad has happened and so on.
Now with an increase in the earnings of people, it’s making social drinking more popular in India. The spending power has been gradually increasing and also the corporate landscape has been changing lately. With more and more famous foreign brands available in India, the registered growth in the same had resulted in double digits. The perception about drinking alcohol needs a huge shift.
I hope St. ERHARD will act like a catalyst in making this huge change in the mindsets of the people.