How India’s new taste for local whisky is shaking up the global drinks market

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Sales of Indian single malts are booming as a new generation sheds old notions about the superiority of imported brands

For years, Mohinder Singh’s trips outside India meant an obligatory stop at the airport duty-free liquor store, where he would join long queues to stock up on imported single-malt whisky. Then three years ago, he came across a brand – Paul John – that he had never heard of, at a tasting event a few miles from Delhi’s Jawaharlal Nehru University, where he teaches politics. It was an Indian single malt; its smoky smell was rich, the taste was even better. Singh was hooked.

“That was a gamechanger for me,” he says. Singh introduced his friends to the brand, which is now their drink of choice when they meet. “Everyone loves it.”

Continue reading…Global development | The Guardian

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