The Premiumisation Boom: How India’s Rising Middle Class is Shaping Consumer Preferences in the Alco-Bev Industry

A decade ago, celebrations in Indian households typically featured standard whisky or rum, with premium labels reserved for only the most special occasions. Today, a new narrative is unfolding—one driven by a discerning consumer base that values experience over mere consumption. The Indian middle class, once defined by frugality, is now rewriting the rules of…