‘India Can Have A Vodka Future Despite A Whisky Past'

Rodney Williams, president and CEO of Polish premium vodka brand Belvedere Vodka, speaks on the evolution of the alcohol industry and millennial preferences

- Kathakali Chanda

Q This is the first time that a Belvedere president is visiting India. What brings you here?

The emergence of India as an important market for Belvedere and spirits in general. This country is fascinating for a number of reasons, but none more than the fact that it has one of the largest youth populations in the world. The idea that this will soon be a fount for new creativity and energy coming into the category in terms of cocktails, mixology, and the way people consume alcohol makes India important to us.

Q India’s known to be a whisky-drinking nation. How does vodka expand its imprint here?

A lot of loyal whisky-drinkers admit to us that vodka has been a bit of an acquired taste. Maybe someone in the family or social circle forced them to drink it. The flavour profile of vodka is really approachable. For many consumers, vodka, and Belvedere in particular, is a gateway into luxury spirits and craftsmanship. We are excited about the possibility of embracing new consumers [in India] who are interested in upgrading their drinking habits as well as others who want to experiment with something new.