Today, premium drinks are becoming a big part of life for Millennials and Gen Z in India. Drinking is no longer just about getting a buzz—modern consumers are looking for a story and experience in every sip.

Whether it’s a well-aged whiskey or a carefully crafted small-batch gin, premium spirits are now in high demand. Quality and craftsmanship matter more than ever.

Geetika Mahandru, President of IndoBevs, shares her thoughts on this changing trend in India. She explains how Indian consumers are shifting their preferences toward premium drinks that offer innovation and authenticity. According to her, this change is not just a trend—it’s here to stay and is growing even faster.

With a strong focus on connecting with consumers and expanding the market, Geetika aims to reshape how people in India see and enjoy premium beverages through IndoBev’s wide range of offerings.

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