Credit: Pernod Ricard
Credit: Pernod Ricard

Only the best: India raises the bar tab

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Only the best: India raises the bar tab

Getting what you pay for just took on a whole new meaning. Bloomberg’s Ari Altstedter has been following India’s love affair with high-priced Scotch and other premium booze. In this traditionally abstemious country, the more expensive the better.

As Indians grow richer and develop a taste for imported liquor, they’re forgoing midrange bottles in favor of luxe brands like Pernod Ricard’s Imperial Blue, which blends Scotch malts with Indian grain spirits. By one estimate, the nation’s spirits market could be worth $41 billion in 2022.

Mind you, the subcontinent didn’t start imbibing yesterday. Indians have long made hooch from molasses, Altstedter reports. But after independence from the Britain in 1947, many followed Mahatma Gandhi’s teetotaling ways. A combination of dry states and sky-high liquor taxes have also helped keep alcohol consumption relatively low. Until now.

Women of taste

Female drinkers are getting in on the act—and not just the younger set. In Delhi, Mumbai and other big Indian cities, women 55-plus defy demographic trends by flocking to whiskey tastings, according to the Guardian. Talk about a senior moment.

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