Whisky's Millennial Moment

From age-old tradition to new-age friends, whisky’s evolving demographic reveals why it’s time to go for gold.

- Sandeep Arora

Whisky, the world’s top tipple, and India’s favourite spirit is witnessing some interesting new trends in India, led by changing demographics. As the spirit evolves bridging nostalgia and nuance informing provenance and passion, a younger audience thirsty for change and imbued with a generational affinity for instant gratification is gravitating toward this amber gold spirit.

Mate for Millennials

The world of whisky is raising a toast to millennials. Not only are they appreciating good whiskies, but even drinking better. Whilst young people across the world are said to be drinking relatively less alcohol, they are definitely drinking better. In fact, a significant shift in their behaviour is leaning on taste and the overall experience, rather than the traditional aspects of age and provenance. In fact globally, whisky, especially blended whisky is outstripping the other categories. This has a keen reflection in new-age attitudes as it is normally believed that the younger lot discard the preferences of the older generations, though in the case of whisky it is proving otherwise. Whisky has been enjoying a renewed popularity over others with the high-spending 25-35 years olds, who were initially veering towards Malts.

Instant gratification with an expectation of innovation is what is driving millennial interest towards the smooth and simple character of blends. Brand statements, quality of engagement and even the labels on the bottle seem to drive and focus interest. Whisky should make a statement about where it comes from and what it will taste like.