Diageo’s production unit in Alwar, Rajasthan, can store around 9,000 bourbon casks, each of which holds 200 liters.
Photographer: Anindito Mukherjee/BloombergWhiskey Is Flowing in India. Cashing In Is the Hard Part
With alcohol sales falling in the US and China, Diageo and Pernod Ricard are looking to the subcontinent for a new generation of drinkers.
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In a bar in New Delhi, brother and sister Akshat and Shubhi Soni catch up with their cousin Yash. The three order the “Longest Long Island Iced Tea” — a mixture of four different spirits, triple sec and juice mixed in a skinny beaker.