Premium spirits are now a big hit among women, says Diageo

Diageo India, the largest spirits maker in India, is witnessing a significant change in the consumption of alcoholic beverages among women, especially for gin and vodka, which has led to greater adoption of its brands.

Diageo India, the largest spirits maker in India, is witnessing a significant change in the consumption of alcoholic beverages among women, especially for gin and vodka, which has led to greater adoption of its brands.

This trend signifies a significant departure from the traditionally conservative norms in the Indian society, which have long restrained women from openly expressing their inclination towards alcohol consumption.

This trend signifies a significant departure from the traditionally conservative norms in the Indian society, which have long restrained women from openly expressing their inclination towards alcohol consumption.

Diageo executives said that increasing number of women in metropolises and small cities are ordering alcoholic beverages, especially for out-of-home events, reflecting growing acceptance of women enjoying spirits in the society. “Penetration for women, at least in the luxury and premium segment, is hitting the mid-40s to 50s. It’s a significant number. We were blown away when we saw that number. Now, again, we need to quantify that to say whether it is more social consumption…do men drink more etc? While we cannot answer that, we know that penetration is increasing, meaning there is permission to drink and mixed occasions are increasing,” said Deepika Warrier, chief marketing officer, Diageo India, at a press event held in Bengaluru last week.

Diageo executives said that increasing number of women in metropolises and small cities are ordering alcoholic beverages, especially for out-of-home events, reflecting growing acceptance of women enjoying spirits in the society. “Penetration for women, at least in the luxury and premium segment, is hitting the mid-40s to 50s. It’s a significant number. We were blown away when we saw that number. Now, again, we need to quantify that to say whether it is more social consumption…do men drink more etc? While we cannot answer that, we know that penetration is increasing, meaning there is permission to drink and mixed occasions are increasing,” said Deepika Warrier, chief marketing officer, Diageo India, at a press event held in Bengaluru last week.

Diageo’s luxury portfolio comprises brands priced at ₹2,000, or more, including the likes of Johnnie Walker, Tanqueray gin as well as Singleton scotch whisky, among others.

Diageo’s luxury portfolio comprises brands priced at ₹2,000, or more, including the likes of Johnnie Walker, Tanqueray gin as well as Singleton scotch whisky, among others.

Positioned between ₹800 and ₹2000, the premium segment comprises brands such as Smirnoff Vodka and Black Dog whiskey. Diageo intends to accelerate the growth of its luxury and premium portfolio.

Positioned between ₹800 and ₹2000, the premium segment comprises brands such as Smirnoff Vodka and Black Dog whiskey. Diageo intends to accelerate the growth of its luxury and premium portfolio.

According to Warrier, prevalence of women consuming alcoholic beverages is consistently increasing, though specific data on the frequency and locations of women’s alcohol consumption is not available, There is a discernible rise in women visiting bars and restaurants, either in large groups of women or mixed groups, confidently ordering alcoholic beverages, she added.

According to Warrier, prevalence of women consuming alcoholic beverages is consistently increasing, though specific data on the frequency and locations of women’s alcohol consumption is not available, There is a discernible rise in women visiting bars and restaurants, either in large groups of women or mixed groups, confidently ordering alcoholic beverages, she added.

Most women exhibit a preference for white spirits such as vodka, gin, and rum, whereas the adoption of whiskey, a significant category for Diageo in India, is relatively low.

Most women exhibit a preference for white spirits such as vodka, gin, and rum, whereas the adoption of whiskey, a significant category for Diageo in India, is relatively low.

“While, a lot of women are adopting drinking, the interesting thing is they are adopting spirits more than beer and wine. In spirits, we are seeing more white spirits; we are not seeing huge adoption of whiskey yet. Palette-wise they are more likely to choose a white spirit, a gin or vodka, as well as Bailey’s,” she added.

“While, a lot of women are adopting drinking, the interesting thing is they are adopting spirits more than beer and wine. In spirits, we are seeing more white spirits; we are not seeing huge adoption of whiskey yet. Palette-wise they are more likely to choose a white spirit, a gin or vodka, as well as Bailey’s,” she added.

India is among the largest whiskey-consuming markets, but it may change as an estimated 25% of legal drinking-age customers to enter the market within five years are likely to be from India.

India is among the largest whiskey-consuming markets, but it may change as an estimated 25% of legal drinking-age customers to enter the market within five years are likely to be from India.

Young consumers will drive a cultural shift in the way alcohol beverages are perceived in India, said Warrier. “I think women as a cohort is a reflection of the shift we are seeing in our consumption audience; almost 50% of consumption in the luxury segment is being driven by women,” she said.

Young consumers will drive a cultural shift in the way alcohol beverages are perceived in India, said Warrier. “I think women as a cohort is a reflection of the shift we are seeing in our consumption audience; almost 50% of consumption in the luxury segment is being driven by women,” she said.

It isn’t just Diageo that is witnessing this shift. As urban India becomes more affluent, more women enter the work-force and more up-market consumers travel abroad there is a general acceptance to social drinking.

It isn’t just Diageo that is witnessing this shift. As urban India becomes more affluent, more women enter the work-force and more up-market consumers travel abroad there is a general acceptance to social drinking.

In an earlier interview with Mint, Ahmed Rahimtoola, Chief Marketing Officer, Tilaknagar Industries, said liquor consumption by women is on an uptick. “I think women consumption is also majorly on the uptick. You see around you that consumption by women has increased substantially over the last few years. And that’s also going to fuel growth for the alco-bev industry going forward,” he said. The company sells Mansion House brand of Brandy. “In our category, it’s Flandy (a flavored brand sold by the company under the Mansion House brand), that will be the one that is targeting women consumers. So, there are women consumers for white spirits who are drinking vodka, gin and moving towards brandy.

In an earlier interview with Mint, Ahmed Rahimtoola, Chief Marketing Officer, Tilaknagar Industries, said liquor consumption by women is on an uptick. “I think women consumption is also majorly on the uptick. You see around you that consumption by women has increased substantially over the last few years. And that’s also going to fuel growth for the alco-bev industry going forward,” he said. The company sells Mansion House brand of Brandy. “In our category, it’s Flandy (a flavored brand sold by the company under the Mansion House brand), that will be the one that is targeting women consumers. So, there are women consumers for white spirits who are drinking vodka, gin and moving towards brandy.