Melissa x Marc Jacob BY VERNIKA AWAL There’s a queue at a plush spirits store in Gurugram, Haryana—often known as the hub for finding the rarest brands of alcohol, at the best prices. This queue, however, is not for beer, or the many local brands of affordable blended whiskies. Each of the first four customers hold shopping carts that have at least one bottle of single-malt whisky—and each of them happen to be Glenmorangie. “Glenmorangie was one of the first names of single-malt whisky that I, since childhood, had developed a fascination for. Over the past decade, as I acquired a taste for single-malts, I was increasingly fascinated by stories of Scotland’s oldest, historic distilleries. By now, I’ve tried most of the iconic brands, but I keep coming back to Glenmorangie as my go-to drink on a bluesy, mellow Sunday evening at home,” says 31-year-old Shouvik Das, a journalist and amateur whisky enthusiast, who’s among the customers waiting in the queue. Glenmorangie looks to tap growing India market One of the world’s most recognisable names in single-malt whiskey is today looking to create fun portfolio entrants in a competitive market. Increase in premiumisation Das sums up an overall narrative that has, over the past years, marked India as one of the world’s fastest-growing alcoholic beverage markets. The latest 2024 trends report by alco-bev research veteran IWSR Drinks Market Analysis notes India to be one of the world’s biggest growth markets for alcoholic beverages— outpacing the measly 1% compound growth rate that the rest of the world is primed for due to the ongoing economic and geopolitical pressures globally. Amid it all, Glenmorangie is looking to tap into an increasingly premiumising market for alcoholic beverages to cement its legacy even further—with twists to the traditional single-malt formula, creative storytelling and colouring, and experiments with its finely balanced taste profile. “India is an incredibly exciting market for Glenmorangie in terms of growth, and also in terms of the potential to introduce Images courtesy: Glenmorangie 24|LUXEBOOK |MAY 2024 MAY 2024 |LUXEBOOK|25 MARKET WATCH
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