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India’s alcohol industry has undergone a major transformation as consumers continue shifting towards premium and sophisticated drinking experiences. Earlier, affordability was considered the most important factor while selecting alcohol products, but today’s consumers focus more on smooth flavour, premium quality, elegant presentation, and overall drinking experience.

Urban nightlife culture, luxury hospitality, premium dining experiences, and social celebrations have significantly increased the popularity of whisky and vodka across the country. Modern consumers are also becoming more aware of flavour profiles, premium craftsmanship, and refined ageing techniques while choosing spirits.

Premium alcohol is now viewed as a

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