Five drinking trends that are set to dominate 2024
Updated On: 17 January, 2024 10:28 AM IST | Mumbai | Maitrai Agarwal
From the popularity of agave spirits to the evolution of storytelling in bar menus, mixologists and industry experts delve into key drinking trends for 2024
Listen to this article :
AI generated image for representational purposes only
India’s evolving palate and discerning spirit enthusiasts are witnessing a remarkable renaissance in the world of spirits. To cater to the whims of the evolving Indian drinker, distillers and mixologists are constantly experimenting with ingredients, techniques, and flavour profiles. Whether it`s the popularity of agave spirits or the increasing demand for limited-edition spirits, there is always something exciting happening in the world of alco-bev. To keep you updated, industry experts and mixologists list five drinking trends that are set to dominate in 2024.
The allure of limited-edition
“The curiosity around premiumisation and a growing taste for unique and imported blends are driving prominence which will continue to grow. The Japanese whisky market in India has grown tremendously allowing for a steady entrance of new blends and variants in the market. Concurrently, an uptick in investing in rare and limited-edition whiskies has also emerged as another growing trend among consumers. This reflects a broader cultural shift, where individuals perceive rare whiskies not just as spirits but as tangible, appreciating assets, adding value to both their home bar collection and financial portfolio,” shares Ruchika Gupta, marketing director, Beam Suntory India. She believes the inclusion of rare whiskies in the prestigious Knight Frank Luxury Investment Index (KFLII) to be one of the reasons behind the increasing allure of rare whisky. Gupta tells us that in response to these rising trends, Beam Suntory continues to expand its portfolio with two limited-edition whiskies -Yamazaki 18-Year-Old Mizunara, and Hibiki Japanese Harmony.”
“As small-batch productions double up as perfect collectables for their home bars, enthusiasts in India are waiting to get their hands on a limited-edition release. Especially in the whisky collectables space, we have had seasonal editions selling out in under 24 hours.,” says Keshav Prakash, founder and curator of The Vault Festival. He finds private labels to be another major point of interest, “Consumers are constantly looking to experience new, premium spirits made with hyper attention to detail to cater to their ever-changing interests. Consumers are willing to pay the price to own or even gift a spirit of stature – that is the captivation behind limited editions,”
Buy now to read the full story.
For any queries please contact us: E-mail: support@mid-day.com
Trending Stories
Latest Photos
Latest Videos
Latest Web Stories
ADVERTISEMENT
Mid-Day Fast
ADVERTISEMENT
ADVERTISEMENT