MAGAZINE
Whisky: Moods & Moments
India drinks nearly one in every two bottles of whisky sold in the world. A market-research-led feature on the moods, moments and loyalties behind the country's favourite spirit.
"Whisky is not just an alcoholic beverage — it is a statement." An avid proponent said it looking down his nose, and I went away duly chastened and curious. India consumes more whisk(e)y than any other country; nearly one in two bottles sold anywhere is sold here.
I put my market research experience to work: conversations, discussions and short surveys with an identified target group. The pattern was clear. Whisky is believed to suit every mood — it accompanies relaxation and peace, and it is also summoned to counter stress, loneliness and exhaustion. "When I've had a bad day at work, I just treat myself to a peg or more," one respondent confided.
The feature maps those moods and moments against age groups, life stages, price points and brand loyalties — and asks what makes one spirit versatile enough to hold all of them at once.
Published in Liquid Magazine, Volume 3 Issue 2, Q2 2024.
