Today, premium drinks have become a favorite among India’s Millennials and Gen Z. Drinking is no longer just about getting a buzz—today’s young consumers want every sip to tell a story.

Premium spirits, like aged whiskey and handcrafted gin, are now in the spotlight. People are choosing quality and unique experiences over just strong drinks.

Geetika Mahandru, President of IndoBevs, talks about how Indian tastes are changing. She says more consumers now look for innovation and authenticity in what they drink. According to her, this trend isn’t just a phase—it’s here to stay and growing fast.

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