A NEW WHISKEY LOVIN’ NATION EMERGES

India has become the largest international whiskey market by volume beating out the US. Indian whiskies, which are not considered true whiskey by the Scotch Whiskey Association, reported sales of almost 60 million cases while the U.S. had close to only 50 million cases of recorded sales. Indian whiskies account for almost 100% of domestic whiskey consumption and sell mainly in the Middle East and some Asian markets, but currently have no hold on the west.

And while whiskey is a booming enterprise in India, it is showing signs of dwindling in the UK. A study by the independent market analyst Datamonitor says vodka sales in the UK are likely to grow by 21% over the next four years, while whiskey sales are expected to increase only 5% over the same period. This trend is a result of British youths turning more towards white spirits and away from traditional drinks, such as beer and whiskey.