HBI Staff | Hyderabad 
According to a report in the Times of India by Sidhartha, despite the growing popularity of wine and gin in recent years, the Indian liquor market continues to be largely dominated by whiskey, particularly in the under INR 750 a bottle segment.
The latest data from the global agency IWSR reveals that whiskey accounts for nearly two-thirds of all spirits sales in India. Within this category, 85% of the market is controlled by 10 domestic brands at the lower price range.
While the share of imported whiskey is currently estimated at 3.3% of the market, it is projected to rise to 3.7% by 2027. However, even with this projected growth, Indian-made whiskey is expected to maintain its stronghold, controlling over 96% of the market.
Despite the setback caused by the Covid-19 pandemic, the liquor business in India has shown signs of recovery. Vodka, in particular, has experienced a strong comeback with a notable 34% increase in sales, driven by the introduction of various flavors.
India stands as the fifth largest market for alcoholic beverages globally, with an overall size of approximately $53 billion. The consumption of alcoholic beverages at home is anticipated to drive volumes in the market over the next five years. Notably, ready-to-drink beverages have emerged as the fastest-growing segment, registering a near 40% surge in sales last year, and expected to sustain double-digit growth rates in the coming years. Among other categories, wine (6.6% projection), spirits (3.7%), and beer (2.7%) are expected to show moderate growth, with wine having a significant import component of nearly one-fifth of the market.
Nita Kapoor, CEO of the International Spirits & Wines Association of India, highlighted the growing trend of Indian consumers exploring new types of whiskey. While scotch remains the leader, other players gaining traction include Irish, US, Japanese, and Canadian whiskies, along with the rise of Indian Single Malts.
