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Young Indians Say Cheers to White Spirits

The winds of change and a yearning for variety are making young Indians raise a toast to white spirits like vodka and gin even as the old generation still swears by traditional hard liquors like whisky and rum.

As part of the global trend, the consumption of white spirits such as vodka and gin is fast catching up in the subcontinent, thanks to the changing profile of drinkers, especially in the age group of 25-35 years.

"Changing lifestyle, growing consumerism, increasing purchasing power and the preference to taste something new or different are making young Indians take to social drinking and experiment with a variety of drinks as cocktails," Jayant Kapur, the Bacardi Martini India Ltd president and CEO, told IANS.

"Though whisky, rum, wine and beer continue to dominate the market, the share of white spirits has doubled to 20 percent over the last seven-eight years."

Of the 120 million cases of total spirits marketed in the subcontinent and valued at around $2 billion, white spirits like vodka account for 24 million cases in volume and 25 percent in value terms.

"As a social drink that can be had any time or on any occasion, the white spirit has come to stay. Being gender neutral and lighter than hard drinks in terms of alcohol content, white spirits offer a wide choice to sip with mixers such as martini, lime juice and orange," Kapur said, showcasing Bacardi's new Eristoff premium vodka, being launched in the metros this month.

With its 200-year-old original recipe from Georgia in Russia, Eristoff is bottled at Bacardi's production facility at Nanjungud near Mysore, about 190 km from here, and will be priced at Rs.480 for 750 ml.

Prince Nikolai Alexandrovich Eristoff first produced the authentic premium Russian vodka in Georgia in 1806 as a family recipe. With the family origins dating back to 200 BC, the recipe was passed down for generations. The prince was the la
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