From the popularity of agave spirits to the evolution of storytelling in bar menus, mixologists and industry experts delve into key drinking trends for 2024
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India’s evolving palate and discerning spirit enthusiasts are witnessing a remarkable renaissance in the world of spirits. To cater to the whims of the evolving Indian drinker, distillers and mixologists are constantly experimenting with ingredients, techniques, and flavour profiles. Whether it's the popularity of agave spirits or the increasing demand for limited-edition spirits, there is always something exciting happening in the world of alco-bev. To keep you updated, industry experts and mixologists list five drinking trends that are set to dominate in 2024.
The allure of limited-edition
“The curiosity around premiumisation and a growing taste for unique and imported blends are driving prominence which will continue to grow. The Japanese whisky market in India has grown tremendously allowing for a steady entrance of new blends and variants in the market. Concurrently, an uptick in investing in rare and limited-edition whiskies has also emerged as another growing trend among consumers. This reflects a broader cultural shift, where individuals perceive rare whiskies not just as spirits but as tangible, appreciating assets, adding value to both their home bar collection and financial portfolio,” shares Ruchika Gupta, marketing director, Beam Suntory India. She believes the inclusion of rare whiskies in the prestigious Knight Frank Luxury Investment Index (KFLII) to be one of the reasons behind the increasing allure of rare whisky. Gupta tells us that in response to these rising trends, Beam Suntory continues to expand its portfolio with two limited-edition whiskies -Yamazaki 18-Year-Old Mizunara, and Hibiki Japanese Harmony.”
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