The future of whisky is bright in India. Managing director of Diageo, Abanti Sankaranarayan, outlines the trends to look out for as far as the magic liquid is concerned.
How do you see the market evolving over the next three years?
Scotch is definitely the most buoyant category and I can only see it becoming more diverse in offering and the liquid becoming more precious. In fact, many consumers are entering the category at a much earlier stage of their alcobev journey than before.
In India, how will aged whiskies be viewed against non aged whiskies?
All whiskies will ultimately be viewed through the lens of flavour—a 10-year-young whisky can be as delightful as a 35-year-old. Non aged whiskies such as Double Black, Gold Label Reserve have been lapped up by consumers. Taste matters most and mentoring consumers so they can appreciate a rich flavourful whisky is key.
Is there a new segment of consumers emerging In India?
Yes, absolutely—young, eager to experiment and premiumise.
What will be the major trends as far as cities, segments and categories are concerned?
The trends mentioned above are trickling into smaller towns. Curiosity about different kinds of Scotch and desire for premium experiences will drive big growth.
What style of whisky will be leading in India?
Each kind will grow, some off a smaller base relative to others.
How do you see Bourbon, Irish and Japanese whiskies competing with Scotch?
The interest in whiskies from other countries seems to be growing. Japanese whiskies are capturing people’s imagination and bourbon brands are proliferating, but one is yet to see how much this interest will be sustained.
Where is whisky headed in India?
Whisky is and will continue to grow at a rapid pace in India. The macro-economic factors combined with favourable consumer trends are fuelling this growth. The category will stay vibrant giving all players tremendous room for growth. Innovation across the spectrum will play a key role in keeping the consumer engaged and abuzz with anticipation.