Sales of fine whisky are booming in India and China as members of the middle classes shake off the frugal habits of past generations. How has the drink come to be seen as a status symbol in the world’s two most populous nations? And why does it appeal to Gen Yers and women in particular?

Catering to those who might feel intimidated by ordering whisky at a bar, new service Whisky Me is helping to simplify the world of single malt by delivering sample servings each month to subscribers. This allows consumers to enjoy quality experiences without expertise.

COVID-19 has accelerated a shift in boozing habits, with the closure of restaurants and pubs making at-home alcohol consumption the norm. But how are people replicating social drinking moments online, and how can alcohol brands participate in these occasions to earn long-term loyalty?

Distillery visits are at the top of most travellers’ lists of must-do experiences when visiting the UK. With people hungry for novel travel experiences that offer an element of authenticity, distillery visits and tasting tours are giving them a memorable way to sample the heritage of Britain.