Do imported liquors truly taste better, or are we just swayed by branding and prestige? Let’s uncover the truth behind our drinking biases.

When it comes to liquor, one phrase tends to spark instant curiosity — “imported.” For many Indian drinkers, imported brands symbolize class, quality, and sophistication. But is that perception really justified, or are we simply paying for the prestige of a label rather than the liquid inside the bottle?

Let’s break down where our bias truly lies.

♦ The Psychology of Labels

Humans are naturally drawn to perceived exclusivity. When a bottle proudly says “Made in Scotland” or “Imported from France,” our minds immediately associate it with superior craftsmanship, even before tasting it.
In reality, much of this appeal comes from decades of marketing — international brands carefully cultivating an aura of luxury and tradition. The label becomes more than information; it becomes an experience.

♦ The Rise of Local Liquor

In the last decade, India’s homegrown spirits industry has come a long way. Brands like Amrut, Paul John, and Stranger & Sons have not only impressed Indian consumers but also won global awards for their quality and innovation.
Local distilleries are experimenting with native grains, spices, and botanicals — creating flavors that reflect India’s rich diversity rather than mimic Western styles.

In other words, local no longer means “cheap.” It means “unique.”

♦ Price ≠ Quality

Imported liquors often cost more due to import duties, logistics, and brand premiums — not necessarily because they taste better. A ₹5,000 imported bottle might not always outshine a ₹2,000 locally distilled whisky.
Blind taste tests have shown surprising results — many seasoned drinkers struggle to differentiate between imported and local spirits when branding cues are removed.

♦ Why We Still Prefer “Imported”

Cultural influence plays a big role. For decades, imported liquor was rare and aspirational — a symbol of status. Even today, serving an imported bottle at a gathering often feels like a sign of success.
But as India’s craft liquor scene matures, that mindset is slowly shifting. Younger drinkers are more open to local brands, valuing authenticity and sustainability over mere labels.

♦ The Bottom Line

Your palate, not the packaging, should decide what’s “premium.”
Whether it’s a Scotch from the Highlands or a homegrown single malt from Goa, what matters most is taste, craftsmanship, and the story behind the spirit — not just the sticker on the bottle.

So next time you raise a glass, ask yourself:
Are you savoring the drink, or the label?