Unforgettable sensory engagements drive growth for India’s alcobev market in 2024

As we conclude another year, it is essential to reflect on the key developments, challenges, and achievements that have shaped different sectors throughout the past 12 months. The year 2024 has been marked by dynamic shifts, rapid innovation, and the continued adaptation to both external factors and emerging trends.

Adgully’s annual feature – REWIND – revisits different sectors and identifies the key developments as well gauges the long-term impacts of those developments. We speak to a cross-section of industry leaders to bring a 360-degree view of the industry landscape, the growth trends, financial performance, disruptions, innovations, challenges and more.

In this Rewind 2024 article, Vijay Dev, Category Lead for Consumer Marketing - Global Whiskies at Bacardi, speaks at length about India’s global presence in the Alcobev market, DEWAR’S performance in 2024, key milestones, evolving consumer behavior trends in the Alcobev Industry, and more.

India - a global powerhouse for premium whisky

India’s alcobev market presents an incredible opportunity, particularly in the whisky category. With the country’s demographic dividend of 20 million new legal drinkers annually, coupled with its position as the world’s 5th largest economy, the potential here is unparalleled – making India an undeniable global powerhouse for whisky.

Particularly promising is the potential in the premium category, with premium+ spirits growing at a remarkable 39% three year CAGR from 2020 to 2023 driving India’s reputation as the fastest-growing Scotch whisky market globally.

India’s Evolving Palate and the Rise of New-Age Experiential Trends

Driven by factors like rising affluence, global exposure, and the opening up of world class bars and restaurants in the country, Indian appreciators are increasingly curious, explorative and experimentative when it comes to their choice of whisky. Within whisky, there’s a vibrant and growing community of appreciators who are drawn towards premium and unique spirits – reflecting an openness to experiment with new flavors, blends, and pairings.

Turning to new-age appreciators specifically, the growing influence of fandoms and experiences as outlined in the 2025 Bacardi Consumer Cocktail Trends Report is palpable – with entertainment-led immersive experiences setting the stage for how the next-gen engages with their favourite brands across the country.

These shifts in preferences are fueling a thriving cocktail culture – with a growing appreciation for innovative whisky highballs as well as classic whisky-and-coke pairings, which continues to rank amongst the top bar calls for the year ahead.

DEWAR’S performance in 2024

We have been seizing the whisky opportunity in India with DEWAR’S, the World’s Most Awarded Blended Scotch Whisky. 2024 has been a landmark year in this journey – cementing DEWAR’S as a key challenger brand in India’s premium whisky category.

With a remarkable 25% YOY growth, DEWAR’S premium whisky portfolio continued to lead with offerings like the DEWAR’S 8YO Japanese Smooth and the DEWAR’S Double Double series. These offerings, crafted under the unparalleled guidance of Master Blender Stephanie Macleod – awarded Master Blender of the Year for the sixth consecutive year in 2024 – elevated DEWAR’S as a beacon of craftsmanship and quality in India’s promising whisky landscape.

Key milestones and Evolving Consumer Behaviour Trends in the Alcobev Industry

Beyond products, our thoughtfully crafted experiences continued to bring people together with DEWAR’S Xperiences, seamlessly blending India’s passion points of music and art with unforgettable and immersive whisky moments.

At DEWAR’S, we have embraced this evolution with DEWAR’S Xperiences – a platform dedicated to crafting immersive events that seamlessly blend music, art with elevated whisky moments. From live music tributes to meticulously curated cocktail pairings, these experiences are designed to resonate with a new generation of drinkers who seek meaningful, sensory-rich engagements.

By prioritizing depth, discovery, and authenticity, DEWAR’S Xperiences has positioned itself firmly at the forefront of delivering unforgettable sensory engagements that go beyond traditional marketing – in the process, redefining how consumers connect with the brand, making every interaction a part of a larger, unforgettable experience.

DEWAR’S Xperiences relentlessly redefined whisky culture in India, championing exploration, innovation, and premium experiences. Let’s look at the roundup of 2024 DEWAR’S Xperiences:

DEWAR’S Tribute to Bryan Adams India Tour: Most recently, our most recent high impact collaboration, Bryan Adams Tribute Tour spanning seven cities and 55 gigs – has been bringing to fans an unforgettable evening of music, memorabilia, and curated whisky pairings. Recognising the growing influence of fandoms and the demand for multi-sensory engagement as highlighted in the 2025 Bacardi Consumer Cocktail Trends Report, this collaboration is meeting emerging consumer aspirations and also solidifying DEWAR’S as the leading brand that fosters deeper connections with this celebration of India’s burning passion points paired with equally innovative and premium whisky moments.
DEWAR’S Highball Challenge (Mumbai & Delhi): With inspiring activations like the DEWAR’S Highball Challenge, we continued to make waves in nurturing local talenting – fostering a culture of innovation and creativity by spotlighting local bartending talent on a global stage. The 2024 challenge saw participation from 350 bartenders across India with four regional winners, reflecting the growing popularity of the highball cocktail and the vibrant bartending community in the country.
DEWAR’S StayCurious HQ: Today, Indian consumers are increasingly curious, explorative and experimentation. Our tech-driven multi-city multi-sensorial evenings with DEWAR’S Stay Curious HQ brought a series of unique experiences crafted to redefine India’s curiosity and spark passion to make uninhibited discoveries. Unfolding as a traveling experiential over 5 cities, 5 experiences, 5 months, this special experience offered curious consumers a new window into the world through confluences designed to captivate all their senses.
Topical themed dinner hostings: From jazz and rock nights to extensive curation of topical-themed dinner hostings with whisky pairings, DEWAR’S Xperiences remained a relevant part of India’s dynamic cultural fabric.

Also Read: Bacardi aims to be world’s top catalyst for unforgettable experiences: Mahesh Kanchan