Evolution of the drinker profile
A scotch-whiskey drinker has come a long way today. Recent trends indicate that 70 to 80 per cent of scotch or whiskey is now consumed during midnight to four in the morning, making it a favoured drink among clubbers. From whiskey cocktails that are becoming increasingly popular, to impressive sales figures, the consumer profile is becoming younger by the day. “Ten years ago, a scotch drinker would be a 50/60-year-old man. But today youngsters are drinking scotch, because of the way people are earning and easy availability of finances,” points out Sanjay Roy, General Manager-Marketing, United Spirits Limited.

Whiskey drinking is no longer restricted to only with soda or water. The Indian consumer is now more experimental and is opening up to the world of whiskey cocktails. Affirms Charles MacLean, scotch expert and writer, who conducts sessions on appreciation of the malt, “Malt whiskey is gaining popularity around the world. Even in Russia, where vodka is the traditional drink, people are now turning to whiskey. India has always had a strong history of whiskey and scotch consumption, and it is only becoming stronger now.”

The malt market
Though the largest market earlier was America with 50 to 55 million casks of whiskey, India has taken over now. The global sales of scotch amounts to over 85 million casks per annum. Indian whiskey sales are 75 million casks. So, it’s the biggest market by a long way, says MacLean. Though the scotch market still remains niche, with consumerism on the rise, the Indian scotch industry is also witnessing a 40 per cent growth year on year. “The Indian consumer today is very educated and wants to be aware of their consumption. Earlier, drinking was more about socialising, but now people are turning connoisseurs,” points out Roy.

Know your malt
According to MacLean, unlike wine, an older malt is not necessarily better. And this is especially true if you are looking out for a smoky flavour. Age not only decreases the smokiness, but also plays a role in modifying flavours. “One of the things about drinking whiskey is that it should suit the time of the day. For an early evening, a young whiskey with a smoky flavour is a better bet than an old mellow one.

” But the wisdom to appreciate a deserving malt comes not only with age, but also with awareness. As MacLean points out, “The motto of the scotch whiskey industry is education, which is through appreciation sessions. The more one enjoys the spirit, the more you convert them into connoisseurs.” And this is reflected in the sessions that he conducts for aspiring whiskey and scotch experts. From explaining the basics about aromas, to flavours of various malts, the sessions aim to simplify principles, turn to examples and then implement them, rather than just gulping down the noble spirit.

A style statement
From standard to premium, super premium and a variety of deluxe blends, the malt you drink is intercepted as a style statement. Roy states, “Serving scotch while socialising is like making a statement of who you are. If a person is serving an expensive malt, then they would want you to know the label.” Agrees MacLean, “Buying scotch is like buying Patek Phillipe watches. It’s your symbol of style.” So, no matter in what part of the world you maybe, blended whiskey comes with its own style cache.

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