Can whisky become a trendy drink for the young?

Whether we like it or not market size  for alcoholic drinks is expanding very fast and there is growth year on year.i was selling liquor 3 decades back.There is an incomparable growth in the market size of alcoholic drinks.There is a very big  growth in the numbers of bars/pubs/liquor shops etc.Sales in quantity and in terms of rupee value, increase in the number of companies and brands are a writing in the wall.

Smoking is injuries to health. So many research revealed this. Obvious, diseases such as Cancer, TB, Asthma etc are a by-product of smoking. But, then Society has not given up smoking & Cigar industry is not closed out. Similarly, even though, wine industries are causing Health hazards to human being, it is parallelly, running the business. Nothing is deterring the mass to refrain from using these items.

Major consumers are, the military personnel all-over the World. As a consumer item it has, a strong base to be invested. Not merely that, even business clientele, prefers wines/ whisky in their normal entertainment.

Now the question is , " Can it be a trendy drink?". As you see the potential of this business, society is to use it as a trendy item not as a casual item. So that, they are not affected by maleffect of alchocal.With the growing needs of this aspect - be it business or defence - it compels the mass to adopt trendy approach that may yeild a positive result rather than making it as a casual use.

Due to changing life styles, extensive media campaigns and the significant fact being that India will be one of the few countries where the population under 30 years will be one of the largest groups, there is a major possibility that the youth will be captivated by the media campaigns and other factors and this may lead to whisky becoming a trend setter for the youth.

Additionally, youth in this specific age category are the ones who are capable of being influenced to the maximum by the various media campaigns and who are also in a position to take their own individual decisions on different life style choices.....

However, if the media focus and other factors does not cross the threshold or the tipping point (Malcolm Gladwell), then whisky may not become a trendy drink for the youth......

sometimes I feel one cant answer questions either in support or against. Truth is that every year the consumption of alcoholic drinks is increasing. In that situation it appears that more new people are joining this bandwagon. Looking in to the age of bar visitors, it's correct that the age at which people  start drinking is going down. In west heavier drinks are being replaced by wine. Wine in India is a misnomer, it includes all sort of alcoholic drinks. Liquor shops are called English wine shop.