Kedar Supekar
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Whisky manufacturers are investing in R&D to promote product innovation and sustainability

Whiskey refers to a type of distilled alcoholic beverage made from distinctive varieties of grain including, wheat, barely, corn, rye and others. It is typically aged in wooden casks that are made from charred white oak. Changing consumer tastes and resurgence of the cocktail trend is one of the major factors that drives globally. In addition, whiskey manufacturers are investing in R&D to promote product innovation and sustainability, in order to enhance characteristics, taste, and meet the changing preferences of their consumers.

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Young consumers are more inclined toward well-crafted, flavored spirits that are artisanally produced and have an authentic, heritage-rich brand story. For this reason, whiskey particularly has become one of the fastest selling products among other alcoholic beverages. Bartenders are increasingly using top-tier whiskey brands as an ingredient in cocktails. Hence, the “cocktail culture” trend has become one the driving factors for the whiskey. In addition, whiskey manufacturers are investing in R&D to promote product innovation and sustainability, in order to enhance characteristics, taste, and meet the changing preferences of their consumers.

Business Manufacturer are: Diageo plc., Pernod Ricard, William Grant & Sons Ltd, Bacardi Limited, Beam Suntory, Inc., The Brown–Forman Corporation, Constellation Brands, Inc., Asahi Group Holdings, Ltd., La Martiniquaise and Loch Lomond Distillers Ltd.

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