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  • Why are wealthy Asians investing in whisky?
  • Why are wealthy Asians investing in whisky?
    Mehrad Vosoughi (2019) ©
REPORT

How whisky is attracting new fans in India and China

Sales of fine whisky are booming in India and China as members of the middle classes shake off the frugal habits of past generations. How has the drink come to be seen as a status symbol in the world’s two most populous nations? And why does it appeal to Gen Yers and women in particular?

Location Southern Asia / Central - East Asia

Scope
Shelf after shelf of single malt Scotch bottles line the wall of a liquor store in South Delhi’s upmarket Greater Kailash 2 neighbourhood. With imported wines and spirits carrying customs duties of 152% (at a minimum), the prices of some of the finer bottles are about half the monthly wage (£364 or ₹30,460) of the average worker in the Indian capital. [1][2] Business is nonetheless booming. Residents of the blocks of homes nearby, who tend to drive luxury cars and send their children to expensive private schools, can easily afford the cost – and they’re ...

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