India’s drinking culture is undergoing a significant transformation. For today’s Millennials and Gen Z, it’s no longer just about getting a buzz — it’s about savoring a story in every sip. Premium pours have firmly claimed their spot at the center of social experiences.

Whether it’s a meticulously aged whiskey or a handcrafted small-batch gin, Indian consumers are embracing premium spirits like never before. These choices reflect a growing appreciation for quality, craftsmanship, and authenticity.

Geetika Mahandru, President of IndoBevs, highlights this shift in consumer behavior, noting a marked rise in demand for innovative and premium offerings. She believes this trend is not just a passing phase but a long-term evolution — one that’s accelerating as consumers seek more meaningful and refined drinking experiences.

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