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Aarihant Aaryan
Stealth • 8m
Most Indians love alcohol, In fact, in the early 18th century, Indians used to drink Sura, Toddy and local fermented drinks But today they are replaced by a popular British drink called "whiskey" How did this Happen? During the British raj, they used to import whiskey to India but felt starting whiskey production and selling it in India was a huge opportunity But they had a problem. That was the local Indian drinks like sura and toddy. See Consumers had a very deep-rooted behaviour toward drinking local alcohol and the British had to break it That's when the British made a wise move by positioning whiskey as an aspirational brand, they associated whiskey with the ruling class and lifestyle This association of prestige and power influenced most segments of the Indian population to adopt whiskey as a preferred drink. That's why today whiskey is the most preferred drink in India, and they are 6 times bigger than the beer market and 150 times bigger than the wine market.
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