9 hours ago
Whisky 2.0: How Digital Touchpoints Are Shaping the Tastes of Young Consumers
Gone are the days when whisky appreciation was reserved for quiet lounges, private clubs, or leather-bound connoisseurs debating age statements. Today, a fresh breeze is blowing through India's whisky landscape and it smells like innovation. At the heart of this evolution? A new generation of whisky drinkers, millennials and Gen Z, who are defining whisky not just by its age or origin, but by the experience it offers. And that experience, more often than not, begins online.
'Whisky has evolved with time and India's single malt whisky scene is undergoing a remarkable transformation led by youngsters with a digital-first mindset," says Major General (Dr) Rajesh Chopra, AVSM (Retd), Founder & Director General, Indian Malt Whisky Association. 'Today, consumers are not only adventurous in their palates but also engaged in storytelling. With the transformation in the alco-bev industry, whisky tasting is no longer confined to tasting rooms, it now happens across digital platforms, where reels, reviews, and virtual tastings are shaping perceptions and building communities."
