There is a thin line of difference between a Scotch and a whiskey. Shalini Saksena tells you more
India is the largest consumer of whiskey in the world; the country consumes approximately 200 million cases (12 bottles in a case) a year. So while the market may be very large, it is not necessary that all whiskey drinkers know their drink. At the launch of a Scotch in the Capital recently, one is told that it is important to know the difference between whiskey and Scotch.
“There may not be a perfect way to have whisky but in order to enjoy a drink, one must know the difference between a whiskey and Scotch. The later originates from Scotland and the taste, ingredients and the way it is manufacture is different from whiskey. There was a time when people were drinking to get drunk, but today the youth is more discerning. It is not just about getting high any more,” Siddharth Banerji, managing director, Kyndal Group tells you, adding that though the number of whiskey drinkers in the country is witnessing a decline. A 10 per cent growth has been seen in Scotch as compared to a three to four per cent growth in other whiskeys.
This means that there is an affinity to Scotch that has been seen in the last couple of years. The rise in the demand for Scotch is due to the increase in the disposable income of the people between 25 to 40 years. For those who want to know whether the whiskey is smooth, vibrant and uplifting then Cutty Sark, a blend of the finest single malt whisky priced at Rs 1,400 for 750 ml bottle may just raise the spirit. This is the first time that the brand will be bottled outside of Scotland in a 50-50 joint venture between Edrington and Kyndal Group.
“While local whiskey’s in the country cost lesser, people in the metros are becoming aware of the difference in taste when it comes to Scotch and any other whiskey and are turning towards it. But people in the tier II and tier III cities are still unaware of the difference. We want to introduce this difference in these cities and tell them that they should go for Scotch,” Banerji says.
David Pattison, Edrington’s Area Director tells you that Scotch is the perfect drink for the youth and the fact that India has now become a wine drinking nation has no bearing on those who will have only Scotch. “The market for Scotch is growing internationally. By introducing our brand in India, we hope to tap a growing and dynamic market,” Pattison says.
