In recent years, the landscape of alcohol consumption in India has witnessed a remarkable shift, particularly among women. Traditionally, women gravitated towards wine and lighter alcoholic beverages.
However, according to Bishan Kumar, editor-in-chief of Spiritz, “the number of women drinking whisky in India has gone up substantially in the last decade.”
This change signifies a growing acceptance and interest in whisky as a preferred choice among women.
The luxury spirits segment is experiencing a noteworthy transformation, with women now making significant inroads as consumers.
Ruchira Jaitly, chief marketing officer at Diageo India, highlights that “women consuming alcoholic beverages within the luxury spirit segment, including whisky, has grown from a penetration of 25% to 40% in the last two years.”
The sharp increase reflects not only changing preferences but also a wider evolution in societal norms regarding women’s drinking habits.
Anecdotal evidence highlights that professional empowerment and increased spending power among women are driving this trend.
More women are now experimenting with whisky, enjoying its diverse flavors and sophisticated image.
Whisky makers, both Indian and international, are recognizing this burgeoning market and are enthusiastically tailoring their offerings to attract this vibrant consumer demographic.
The allure of whisky captivates an ever-growing segment of women who are keen to explore and savor what was once considered a predominantly male realm.