Women in India Are Changing the Whisky Game
Traditionally, whisky in India has been seen as a drink primarily for men, but that’s changing fast. Indian women, once associated more with wine and cocktails, are now making a significant impact on the whisky industry. They’re not just drinking whisky but are influencing its trends, and whisky brands are taking notice.
Recent data shows that women account for 64% of the growth in single malt whisky sales in India. Over the past decade, more women have been experimenting with whisky, and they are now seen as a key consumer group by whisky makers, both Indian and international.
Women in India are becoming more financially independent, with higher disposable incomes, which has contributed to their increasing presence in the luxury spirit segment. According to Diageo India’s Chief Marketing Officer, Ruchira Jaitly, the consumption of whisky among women has grown from 25% to 40% over the past two years. This is also accompanied by a rise in demand for whisky-based cocktails.
One of the major drivers behind this change is the growing exposure to quality whisky and the rise of whisky clubs. Women are increasingly joining whisky tasting events, masterclasses, and exclusive clubs. One such example is The Dram Club, a whisky community where nearly 50% of members are women. The Le Meridien hotel in New Delhi even launched India’s first all-women whisky club over a decade ago.
Social media has also played a big role in this shift, with platforms like Instagram and YouTube becoming spaces for whisky enthusiasts, including women, to share their experiences and educate others about different whisky styles, brands, and cocktails.
Shatbhi Basu, India’s first woman bartender and a mixologist, says that women have a more refined sense of taste and smell, which allows them to appreciate the complex flavours in whisky better than most men. She points out that women are more experimental with whisky and willing to try new brands and types, whereas men often stick to their old favorites.
This growing interest is also encouraging whisky makers to cater specifically to women. For example, Diageo has developed products with milder, fruitier profiles, like their Godawan series, which appeal to the emerging preferences of female drinkers.
Women are also reshaping the whisky world in professional roles. More women are now leading alcohol companies, serving as mixologists, and even becoming whisky tasters. Diageo India, for example, created India’s first all-woman whisky tasting panel. These women are helping to shape whisky’s future and encourage other women to explore the drink without fear of judgment.
Swati Sharma, co-founder of The Dram Club, says that societal norms are changing as more women embrace whisky. They are challenging outdated stereotypes, such as the belief that women won’t enjoy smoky or peaty whiskies. “Women are enjoying heavily peated whiskies after trying them once, and they’re standing by their choices,” she says.
In short, Indian women are not just sipping whisky—they’re reshaping the culture, influencing brands, and breaking down barriers, one drink at a time.
