Bourbon is Redefining The Indian Palate
Whisk(e)y has existed and fascinated us for centuries with its complex character and a wide taste spectrum. From legendary tales of craftsmanship, heritage & legacy to even tales of illicit distilling, Whisk(e)y carries a rich past, mapping the history of the world.
India is a whisky-drinking nation and for a long time we have identified whisky mostly with Scotch. Though over the last few years, we have started appreciating whisky across blends and malts, higher age variants or NAS and at times, discerning about the various cask finishes. Until now, we have not witnessed an active debate on Whisky’s Country of Origin.
Over time whisky has evolved and brands from across the world are trying to please the Indian palate. In the last few decades, American, Irish, Japanese and to some extent Canadian whiskies have complemented the evolving consumer taste by adding global offerings beyond Scotch Whisky. For instance, the American Whiskey category has seen a revival worldwide and business is all set to grow in India as well. Industry estimates indicate it to be second largest imported whisk(e)y category after Scotch in India and has been growing with a CAGR of more than 11% in the last few years.
Traditionally, from hamburgers to Coke to fried chicken to chocolate chip cookies, we Indians have loved all things American. However, lately increased exposure to the American culture through education, business trips and leisure travel has brought Bourbon closer to the Indian taste buds and witnessed a rise in the demand. Indian consumers are now considering American Whiskey for its taste, quality and the recall value that resonates with the brands. So, it comes as no surprise that Bourbon, America’s favourite whiskey is rapidly gaining popularity and exciting the palate of well-travelled Indians. More Information :- https://sandeeparora.net/bourbon-is-redefining-the-indian-palate/
Over time whisky has evolved and brands from across the world are trying to please the Indian palate. In the last few decades, American, Irish, Japanese and to some extent Canadian whiskies have complemented the evolving consumer taste by adding global offerings beyond Scotch Whisky. For instance, the American Whiskey category has seen a revival worldwide and business is all set to grow in India as well. Industry estimates indicate it to be second largest imported whisk(e)y category after Scotch in India and has been growing with a CAGR of more than 11% in the last few years.
Traditionally, from hamburgers to Coke to fried chicken to chocolate chip cookies, we Indians have loved all things American. However, lately increased exposure to the American culture through education, business trips and leisure travel has brought Bourbon closer to the Indian taste buds and witnessed a rise in the demand. Indian consumers are now considering American Whiskey for its taste, quality and the recall value that resonates with the brands. So, it comes as no surprise that Bourbon, America’s favourite whiskey is rapidly gaining popularity and exciting the palate of well-travelled Indians. More Information :- https://sandeeparora.net/bourbon-is-redefining-the-indian-palate/
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