These days, alcoholic drinks are fast losing their taboo from India’s society. They feature prominently across parties. But among the alcoholic beverages, Indians have a special love for whisky.
Whisky is created from rich flavourful grains, which are fermented into a mash. The mash is then distilled in a still, whose whole purpose is the purification of the alcohol into a pure delicious spirit.
No wonder this internationally acclaimed alcoholic beverage has been honoured by having two days – International Whisky Day and World Whisky Day – in which the connoisseurs of this favoured drink raise a toast to this drink of ever flowing popularity.
Ashok Malkani takes a look at the popularity of this beverage in India and other aspects of this ever trendy and favoured drink, which is now being savoured even in the form of cocktails.
Mark Twain said, “Too much of anything is bad , but too much good whiskey is barely enough. ” Whisky soothes the m ind , relaxes the body, and can even warm the cold heart. Whisky has a long and august history, being one of the most recognizable forms of distilled spirits in the world.
VN Raina, Director General of All India Distillers’ Association, speaking about the celebrations of two whisky days, disclosed, “World Whisky Day (was celebrated this year on 19th May) is celebrated during the 3rd Saturday of the month of May every year. In addition, 27th March of every year is celebrated as the International Whisky day. The day publically supports Parkinson’s Disease Research in addition to enjoying whisky during the day.”
“Whisky is one of the most popular drinks among all alcoholic drinks all over the world. In India, whisky is consumed to the extent of approximately 65-70 percent of the total alcoholic drinks’ consumption in the country,” said Raina.
The Ever Popular Spirit
“Whisky is decidedly the spirit of choice in India. Our country consumes almost half the whisky produced worldwide. From the cheapest Indian-made foreign liquor (IMFL) variant—whisky makes for almost 90 percent of IMFL—to the limited-edition single-malt Scotch, people are drinking more whisky today than ever,” stated Sachiin Joshi, Chairman of Viiking Ventures.
“At Viiking Beverages, we are very proud of our premium grain whisky, which is made to give a fine experience to the consumers,” he pointed out.
This story is from the June - July 2018 edition of Food & Beverage Business Review.
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This story is from the June - July 2018 edition of Food & Beverage Business Review.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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