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And, Indians now prefer imported liquor over home brews. Over the past five years, this shift in preference has accelerated.
According to International Wine and Spirits Research, India’s whisky consumption doubled between 2007 and 2012 to about 1.4 billion litres.
Between 2000 and 2013, sales of imported whisky grew 17.3 per cent annually, while local sales grew 6.6 per cent.
Numbers for the past decade confirm the trend.
Between 2004 and 2013, imported whisky sales grew 22.5 per cent annually against 13.6 per cent for the domestic produce, while whisky as a segment grew 13.8 per cent annually.
“Growth is higher for imported spirits because it is on a lower base.
"But consumption of imported spirits across categories is growing fast,” said an analyst with a global consulting firm.
“More double-income families with higher disposable incomes and a young generation travelling more than it used to a few
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