liquor industry, battered by the closure of bars, restaurants and retail trade as well as higher taxes this year, may have some reason to cheer at last: high-end spirits are doing well.Urban, affluent Indians and those who moved out-of-home drinking to their homes, are picking more premium brands, making for a better drinking experience at home, top executives at liquor companies said.Also Read | The global drive to reimagine capitalism“Alcohol consumption has seen a shift from on-premise to in-home over the last six to eight months.
Consumers have stepped up socializing in small bubbles, have embraced a DIY (do-it-yourself) culture and experiments with premium trusted brands and new serves to create relaxed and memorable in-home.