We're sure if you're an average-earning millennial and don’t have too many liabilities, like paying off EMIs for a home or car loan, then even you'd have noticed this one change since you started working in your 20s. Which is how your alcohol consumption has evolved from gulping down drink after drink of almost any brand, to just sipping on a premium brand now.

This is exactly what Ruchira Jaitly, chief marketing officer of Diageo India, confirmed in an exclusive interview with CNBC-TV18. India's alcobev culture has seen a quiet but unmistakable transformation.

The country's increasingly affluent consumers are drinking less but choosing better, premium spirits and crafted experiences are replacing casual consumption, signalling a shift from quantity to quality in the way Indians celebrat

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