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INDIA SURVEY: ONLY 16% URBAN INDIANS PREFER WHISKY, FAR LOWER THAN WINE & BEER

By Susan Lewis

21-4-2022



Credit: Mattias Diesel/Unsplash

A recent survey conducted by YouGov India has found that despite being the biggest consumer of whiskies in the world, only 16 percent of urban Indians call whisky their favourite drink, far lower than that of beer and wine.

Conducted between 8 and 11 February 2022 through YouGov India’s online platform with 1058 respondents, the survey found that 24 percent of the respondents called beer their favourite drink, while wine was favourited by 22 percent of the respondents.

Among those who consider whisky their favourite, 86 percent said they are occasional drinkers, either drinking on special occasions, socially or only on weekends, while only 22 percent said they are regular drinkers who drink anytime, daily or most evenings in the week.

The survey also found that wine is popular among Indian women, beer is popular among millenials while more matured men prefer whisky.

According to the survey, brand loyalty is also higher among beer and wine lovers compared to those who drink whisky.

YouGov India said this presents a great opportunity for new players to enter or experiment with new whisky brands as the willingness to seek new experiences is higher among this set of alcohol consumers.

Deepa Bhatia, General Manager of YouGov India, said: “We see consumers more willing to switch brands and have lower loyalty to a favourite brand possibly due to pandemic related constraints, which not only reduced social opportunities to drink outside of home but also the easy availability of preferred brands.”

“With consumers seeking newer experiences, it is imperative to understand the changing perceptions around drinks instead of relying on old wisdom. As our data suggests, in order to win in the long term, whisky brands need to woo and win over the newer generation of whisky drinkers, taking a deeper look into their preferences and motivations,” she added.

Among whisky lovers who consider themselves brand loyalists, 35 percent said a better sensory experience may encourage them to try a new brand. This is followed by 28 percent who said branding and 22 percent who said competitive price will tempt them to try a new product.

In 2020, IWSR Drinks Market Analysis reported that India is the largest consumer of whisky in the world, about three times higher than the USA, which is the second largest consumer of whisky.

(the writer can be contacted at: info@thewinechronicle.com)

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