Since centuries and even before the consumption of liquor and various intoxicating beverages have been ingrained in our lifestyle distinctly in different parts of the country. Different regions in India have distinct and sometimes ancient fermentation and distillation techniques passed down through generations. Being altered regularly keeping in mind the tastes and preferences of the consumers of a particular region. These primarily include the use of local grains, herbs, and fermentation processes that differ significantly across regions across India. British colonization though distorted but added a different blend of distilling norms revolutionizing the brewing and liquor manufacturing in India.
Fast forward today where India’s alcoholic industries are taking a step into premiumization and sustainability. With the advent of modernization and different demands of today’s workforce and specially Gen Z has resulted in the Liquor companies to come up with various types of alcohol and their different flavours. Brands have also come up with customization of alcohols according to the preferences of the consumers demanding more experimental blends and mixtures.
There is an ongoing trend and increasing popularity of healthy lifestyle in the Liquor industry. Consumers demanding non alcoholic beverages leading to brand focusing and launching a completely new variant of beverages. Richness and diversity in culture & heritage, foreign intervention, effect of modernization have greatly altered this industry. Constant experimentation has resulted in such a vast diversity of beverages in India. Liquor companies have benefited from the Indian diaspora giving them an edge in the global market.
As India’s alcohol industry continue to grow and expand. Diversity being both an opportunity and a challenge embracing varied perspective across cultures, gender regions and communities. An open minded approach by the liquor brands to cater their diverse audience will lead to rich innovation and favourable alignment with consumer base. In a country as diverse as India distributing Liquor is not just a business but a cultural responsibility.
