How Dewar’s is satiating India’s strong appetite for premiumisation in alcobev sector

The whisky landscape in India is undergoing a remarkable transformation. No longer just a drink of tradition, whisky is now a canvas for innovation, a symbol of evolving consumer aspirations, and a gateway to immersive experiences. Leading this cultural shift is DEWAR’S, a brand that has seamlessly blended heritage with modernity to create extraordinary whisky moments—from curated jazz nights and tech-driven multisensory events to exclusive blending sessions with master mixologists.

What many may not know is that DEWAR’S is a key part of Bacardi’s global portfolio, acquired in 1998 as part of its expansion into the Scotch whisky segment. While Bacardi is synonymous with premium rums and cocktails, its investment in DEWAR’S underscores a strategic move toward premium whisky innovation, catering to evolving global and Indian tastes.

With a younger audience embracing the category, increased female participation, and a growing appetite for highball and mixology-driven consumption, DEWAR’S is redefining whisky culture in India. The brand is also expanding beyond metro cities, tapping into non-conventional markets like the Northeast and Tier 2 & 3 cities, while global whisky trends continue to shape its strategy.

To explore these shifts, Adgully spoke to Vijay Dev, Category Lead – Global Whiskies at Bacardi India, where he shares insights on India’s whisky consumption trends, regional demand patterns, DEWAR’S efforts to break gender stereotypes, and the brand’s strategies for market expansion—both domestically and globally and more…

DEWAR’S has been redefining consumer engagement in India through immersive experiences and collaborations. Can you share some standout initiatives that have resonated most with consumers?

In recent years, we have witnessed a significant shift as consumers increasingly value experiences over possessions, pushing the pedal on entertainment-driven avenues for engagement with their favorite brands. At DEWAR’S, we are committed to keeping consumers at the heart of everything we do, consistently innovating whisky experiences that resonate with their evolving passion points. Embracing the shift towards new and innovative experiences full throttle, we have been at the forefront of unique initiatives that have resonated with next-gen consumers. Right from our latest Tribute to Bryan Adams India Tour collaboration where we brought nostalgia to music, to the DEWAR’S Highball Challenge that shone the spotlight on India’s emerging bartenders, we have been celebrating the spirit of exploration and innovation that defines DEWAR’S – elevating India’s whisky culture with premium whisky moments that inspire discovery and foster deeper connections.

Could you share insights on whisky consumption demographics in India? Which states have the highest and lowest demand for DEWAR’S?

The whisky consumption in India is evolving. With growing interest in high-end spirits, consumers are increasingly discerning in their choices, fueled by the quality and genuineness of products. Bold and experimental with their choices, they are seeking new and unique drinking experiences, trying out different categories, flavors, and offerings. Over the past few years, we have seen men trying out gin or having it as a part of their repertoire and women entering whisky, particularly the scotch category, demonstrating a wider trend of inclusiveness and diversification in whisky consumption.

As a challenger brand in the category, we are growing significantly ahead of Industry growth. We are growing in double digits across all states where we are present. Some states are in the high double digits, and some are in low double digits.

Whisky has traditionally been viewed as a masculine drink in India. How is DEWAR’S breaking stereotypes and making whisky more inclusive?

India is a global whisky powerhouse, and the country's alco-bev market presents a significant opportunity, particularly in the premium segment. As premiumization has become one of the key trends, coupled with an increasing experimentation culture, our portfolio offers a diverse range of premium selections to meet evolving consumer demands. There is also a shift in perception, especially with an increasing number of women moving into the Scotch whisky category. DEWAR’s has one of the highest female consumer bases within the category, 34% vs Category 24%, a testament to how whisky appreciation is expanding beyond traditional stereotypes. As the category becomes more diverse, our focus remains on delivering elevated whisky moments - whether through our portfolio or experiences.

More consumers are looking to try new categories and experiment with ingredients and flavors, and we cater to this shift with innovations like the DEWAR’s Double Double series, which features an innovative four-stage aging process, delivering rich, spiced, and fruity notes with subtle smokiness. Similarly, DEWAR’s Japanese Smooth whisky finished in rare Mizunara Oak casks, offers delicate floral honey, heather, and sandalwood aromas with a warm cinnamon spice finish. Whisky has long been consumed on the rocks, but we are popularizing whisky highballs, a lighter, refreshing and modern alternative, beyond just reimagining the way whisky is enjoyed, we want our customers to experience and savor the perfect amalgamation of the cultures of Scotland and Japan—whether it be neat, on the rocks, or in a classic Japanese-style highball.

DEWAR’S curates whisky experiences at events that encourage participation from all genders, breaking the notion of whisky as a “men’s drink”. By collaborating with bartenders, mixologists, and influencers, we reshape consumer perceptions and promote whisky’s universal appeal. With DEWAR’S Xperiences, we aim to elevate whisky culture through immersive events, making the category more accessible and inclusive to all.

Beyond metro cities, how is DEWAR’S expanding its reach in non-conventional markets? Are there specific strategies or activations for regions like the Northeast or Tier 2 and Tier 3 cities?

The category is seeing remarkable growth beyond metro cities. Driven by rising disposable incomes, evolving highball culture, and increasing consumer aspiration for premium spirits, India’s Tier 2 and Tier 3 markets are emerging as hubs for a significant share of whisky enthusiasts. We are committed to staying at the forefront of this shift, innovating for India’s evolving whisky culture. As India’s cocktail culture expands, we continue to introduce meaningful whisky-led activations – whether through curated tasting sessions or localized experiences tailored to emerging whisky hubs. Through DEWAR’S Xperiences, we are bringing unique, high-energy activations to new markets, pairing whisky craftsmanship with cultural passion points that resonate across markets. A key example is our association with Bryan Adams’ ‘So happy It Hurts India Tour 2024’, where the Shillong concert saw an overwhelming response, serving the region’s appetite for memorable scotch, or let’s say Dewar’s moments.

Affluent consumers are beyond metro cities, hence we are targeting tier 2 cities as our next growth engines for Dewar’s White Label & Dewar’s 12 year old blended scotch. We will keep exploring opportunities to tap into tier 2 consumers with relevant activations.

How do international trends influence DEWAR’S strategy in India? Are there any global whisky movements that you see gaining traction here?

International whisky trends are shaping DEWAR’S strategy in India, but interestingly, India is not just following these trends—it’s leading them. Premiumization is the dominant global shift, and Indian consumers are driving it by upgrading to Scotch at an unprecedented pace. According to IWSR 2023, Scotch sales in India have multiplied 20 times since the turn of the century, with volumes nearly doubling in the last two years. This appetite for premium offerings has propelled India past France to become the world’s largest importer of Scotch.

Beyond Scotch, Indian whisky aficionados are increasingly experimental, exploring Japanese, Irish, and Bourbon whiskies. This openness to new experiences extends to whisky consumption styles – while neat or on-the-rocks remains preferred, whisky-based cocktails, especially the Whisky Highball, are gaining traction. As per the Bacardi Cocktails Trends Report 2023, the Highball is the eighth most sought-after cocktail globally. Additionally, whisky is resonating with a more diverse audience, including a rising number of female consumers, who prefer highball serves and mixers.

The Irish whisky category is growing exponentially, with our offering in this space with the launch of Teeling Irish Whisky World's most awarded Irish Whisky with two variants (Small batch & Single Malt) we are well poised to tap into the opportunity.

How does DEWAR’S plan to expand its footprint in India, particularly in emerging whisky markets? Have you explored partnerships with regional festivals, cultural events, or local influencers to drive awareness in emerging whisky markets? Are there specific partnerships or collaborations in the pipeline to enhance brand visibility and consumer engagement?

India’s alcobev market is evolving rapidly, with 20 million new legal drinkers entering the segment annually and a surging demand for premium spirits. Whisky remains a dominant category, with the premium+ segment growing at a robust 39% three-year CAGR (2020–2023), reinforcing India’s status as the fastest-growing Scotch whisky market globally. At DEWAR’S, we are leveraging this momentum to expand our footprint as a challenger brand in India’s premium whisky space. Our innovative portfolio, including the DEWAR’S 8YO Japanese Smooth and DEWAR’S Double Double series, has driven double digit year-on-year growth. We are also pioneering whisky highball innovation, making premium whisky more accessible and exciting through experiences like the DEWAR’S Highball Challenge.

Emerging markets like India hold immense promise due to rising disposable incomes, evolving consumer preferences, and a strong appetite for premiumisation – evident in the country surpassing France as the world’s largest Scotch importer and witnessing a 20x growth in Scotch sales since the turn of the century (IWSR 2023). By blending global craftsmanship with local sensibilities, we continue to engage India’s diversifying consumer base, not only catering to the demand for premium Scotch but also embracing emerging trends like whisky experimentation, highball serves, and a growing female whisky audience.

We have some exciting things coming up in 2025 in the space of experiential, in channel activations we have planned. Watch this space for more things on Dewar’s World’s most awarded blended scotch.