Leveraging Sensory Descriptive Analyses and Analytical Tools to Enhance Sensorial Quality of Indian Matured Malt Spirit

Abstract

Alco-Bev in India is one of the fastest growing categories worldwide with 20 million consumers entering Legal Drinking age every year. India is also one of the youngest countries in terms of Median Age (28 years as of 2020), and there is a surge in urban population with higher disposable income. Whisky boasts the largest market share in Liquor and only second to Beer in Alco Bev. Most Indian whiskies are an admix of Malt and Grain Spirits (both Scotch and Indian).

Recent Whisky Category Appraisal studies conducted by Diageo India reveals a consumers’ preference shift, especially the new entrants, towards lesser complex whiskies (lighter, sweeter, fruitier and floral). Indian Malts, which were traditionally more complex (preferred by evolved consumers), see a less traction with new category entrants. These findings led to product and process innovation to develop new age liquids.  

External Descriptive panel was set up to evaluate different styles of liquids in an objective and consistent manner.

Scotch Malts (unpeated) are traditionally more fruity, floral and lighter than traditional Indian Malts.  Descriptive profiling of Indian Malts and Scotch Malts was conducted to understand the sensorial gaps and differentiation between the two.

In addition, a liquid produced by Controlled Maturation (Patented Technology of Diageo India to improve malt spirit quality), as well as technologically improved Indian Malt was also compared with Scotch Malts using Descriptive Profiling.

The three liquids were analyzed using GC, GC-MS, HPLC, and wet chemistry to identify key molecular markers of these liquids. The markers were linked to sensory attributes to establish a model that links them to the consumer preference. A sequential recycling exercise with the Sensory panel aided the liquid improvement journey to enhance the drivers of liking (Fruity, Floral, Sweet), and reduce the barriers (bitterness, astringency).