Women Invade Whisky Industry in India’s Newest Culture Shift
There is a growing invasion in the once all-male whisky industry especially in countries like India, the United States, and Great Britain. Women are taking over both in consumption and production of beer, wine, and whisky. This article delves into an uptick in trends related to India’s spirit culture.
When asked if there are stereotypes about women and whiskey in India, whiskey lover Garima Singh laughed as she recounted an incident. The Delhi-based gynecologist was out to dinner with her family and ordered a whisky and a cocktail for her son. The waiter served her the cocktail and set the whiskey glass next to her son’s. “I had to tell him to replace the drink and he was quite surprised,” says the 43-year-old.
According to the recent article by India Today, the waiter may have been surprised, but the whisky maker was not.
Several data points and numerous testimonials suggest that thanks to their professional status and purchasing power, more and more Indian women are trying and enjoying whisky. Whether Indian or foreign, whisky makers are leaving no stone unturned to attract this growing demographic.
Women Invade Whisky Industry in India’s Newest Culture Shift
According to Diageo India, women account for 64% of new growth in single malt sales in the country.
“The number of women drinking whisky in India has grown significantly over the past decade. Women used to drink mostly wine and low-alcohol drinks at parties,” Bishan Kumar, Editor-in-Chief of Spirits, told India Today Digital. Spirits are India’s most popular monthly alcoholic drink.
The switch to whisky comes at a time when women are emerging as drivers of social change. They are financially independent, have high disposable incomes, and are breaking through most glass ceilings.
“In the premium spirits segment, the share of women consuming alcoholic beverages, including whisky, has increased from 25% to 40% in the last two years,” said Ruchira Jaitley, chief marketing officer of Diageo India.
“We are seeing growing demand for whisky-based cocktails among female consumers as well,” Jaitley added.
Bartender and author Shatvi Basu has observed a diffusion-like change on both sides of the divide.
“More men are drinking liqueurs and cocktails and more women are drawn to whisky,” Basu told India Today Digital.
Another important discovery is that more and more women are joining whisky clubs in India. With better options and growing awareness of these, more women are swapping their wine goblets for Glencairn whisky glasses.
Tasting a good whisky the right way has a huge impact on the perception of its flavors and nuances, Basu explains.
“Good whisky and whiskies are more commonly known and appreciated.” “Brands are going out of their way to showcase their drinks through masterclasses and whisky pairings,” revealed Basu, India’s first woman bartender.
