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India’s alcohol market has transformed significantly over the last few years as consumers continue shifting towards premium and sophisticated drinking experiences. Earlier, affordability and easy availability were considered the most important factors while purchasing alcohol, but modern consumers now focus more on flavour quality, smoothness, premium craftsmanship, and luxury presentation.

The expansion of urban nightlife culture, premium hospitality, luxury restaurants, rooftop lounges, and social celebrations has played a major role in increasing the popularity of premium whisky and vodka across the country. Consumers today are also becoming more aware of refined drinking experiences and are increasingly exploring

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