In 2011, when Anand Virmani was organizing events for Hendrick’s Gin, in his native Delhi, he discovered a problem—no one in the city wanted to drink it. “People would always say the event is great, but, ‘Hey, can I get a glass of wine?’ or ‘Can I get a whiskey?’” he tells me.
Nighttime drinkers thought gin was a daytime drink. Men thought it was for women. Young people thought it was for grandparents.
