Recession it seems has not dampened the spirits of followers of Bacchus with foreign brands eyeing a bigger share of the Indian market.
The Famous Grouse, one of Scotland's best selling label is planning to entice more Indian customers.
"We have got data that after Scandinavians Indian nationals are the second largest purchasers of whiskey. Also Indian fliers at Bangkok, Dubai and Singapore have been seen to be the biggest consumers and purchasers," Geoff Kirk, area director (S E Asia, Africa and Indian subcontinent) of the Edrington Group from Scotland told PTI.
The domestic market for Scotch whiskey in the country currently stands at an estimated 1.2-million-cases and grew at a compound annual growth rate (CAGR) of 25 per cent from 2003-08.
"We will launch our premium single malt whiskey brands - Macallan and Highland Park - priced over Rs 3,500, soon," said Kirk.
High taxation and an increase in the frequency of flyers has led to a spurt in foreign made brands making an entry in the country.
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Most imported liquor labels attract central and state excise levies to the tune of almost 300 per cent of the cost of a bottle.
Geoff Kirk, who has overseen the company's operations in China, said the dinner culture of India and China are completely opposite.